Media in Germany – Panorama

A forum for the media industry, a centre for communications research, a context for media policy debates – the Institute of Media and Communications Policy (IfM) has set itself some ambitious goals.

Whenever the subject of media policy comes up in Germany, people representing all kinds of very different interests and decision-making bodies wish to have their say: the Ministry of Economics, the Minister of State for Cultural Affairs and her colleagues at federal state level, the state media institutions, the Cartel Office, the KEK (German Commission on Concentration in the Media), and many others besides. As IfM founding director Lutz Hachmeister explains: "In Germany, there is no central forum for media policy, which is also why media policy is virtually nonexistent."

Who actually makes media policy?

Today's media giants have budgets similar to those of countries. Globalization, the sharp downturn in economic activity – which hits newspapers the hardest – and the growing influence of heavyweight financial investors in the media industry have hugely increased the competitive pressure. The influence of international corporations like NBC Universal and Murdoch is growing in Germany, too. At the same time, German newspaper publishers are generating up to two thirds of their sales in the markets of Eastern Europe.

Media policy is no longer a matter which is relevant solely to individual countries, and even the role played by European authorities has become almost negligible. One of the research goals the IfM has set itself is to find out who actually makes the key decisions and sets the course for the future in the media world.

Lutz Hachmeister, himself an industry professional, has been Director of the Grimme Institute in Marl, chaired the jury for the German Television Awards, has made a number of documentaries (the most recent of which is entitled "The Goebbels Experiment") and, for several years now, has published "Who Controls the Media?", the definitive study containing background information on the world's top 50 media groups.

"The obvious idea was to turn this standard publication, which becomes quickly outdated, into an online information system", says Hachmeister. The system is to be made available to the general public and the media industry on the Internet.

The institute will have an international orientation. Emerging developments in the world's markets will arrive in Germany more and more quickly. Hachmeister cites some examples: the new digital TV channels will change viewing habits. What will happen to traditional programming when anyone can download their favourite TV programme and watch it whenever they choose? "Will films on DVD disappear sooner or later, just like CDs, once everyone has an iPod or a powerful computer capable of downloading them?", asks the founding director. Cinemas are already suffering from a decline in audience numbers – what will happen when everyone can install a beamer or large plasma screen at home at an affordable price? "Among other things, we see ourselves as a media policy early warning system."

Watch, analyse, advise

In Germany, a third of the 350 or so daily newspapers are literally fighting for survival. Quality newspapers are seen as not being cost effective. Publishing houses are moving into new fields of business, bringing out series of books and dictionaries, films, music CDs, and offering free versions for young people. And the story is much the same in the US and other European countries. The institute watches what others are doing, looks at media policy models, analyses studies into media policy, journalism and media concentration, devotes its attention to new technological developments and offers forums, events and specialist discussions.

One thing that bothers Lutz Hachmeister is the fact that there are hardly any politicians with sufficient knowledge of the complex world of media and communications policy when it comes to press merger law. What will be the consequences if German publishing houses are not permitted by the Cartel Office to merge but international media companies (David Montgomery's Mecom Group) are allowed to? As the founding director says: "A fundamental decision needs to be taken: do we want to keep a German media market, or are we prepared to allow a globalized market?" In his opinion, the imminent merger of the Springer Group with the Pro7/Sat1 Group cannot be regarded from the point of view of cartel or concentration laws alone. "This also raises questions about the future of the public broadcasting companies."

According to its statute, the IfM is an economically and politically independent research institute. Managing partners in the non-profit limited company include ZDF, Premiere, the Holtzbrinck-Verlag, RTL, VIVA/MTV Networks, Ufa/Teamworx, Universal, Spiegel TV and a number of other TV production firms. The director of the institute is currently assisted by a staff of ten. The scientific advisory council combines the expertise of 20 media experts from Germany and abroad. The work of the institute is not intended to generate profit. From 2006, the institute intends to establish its own graduate programme to foster upcoming scientists from universities.