| International Affairs | Europabüro 1 Dubrovnik PSB Seminar 8 June 2006 Reporting on the EU: A German Experience Z. Sara Cenan Pascal Albrechtskirchinger Dubrovnik 8 June 2006

| International Affairs | Europabüro 2 Dubrovnik PSB Seminar 8 June 2006 Active in Media Development Projects in the Balkan Area since 1999 (Stability Pact) Fields: Technical Assistance (incl. Equipment) Training (incl. Journalistic ethics) Media policy issues (functioning of PSB) Principles: Enshrining PSB principles and behavioural patterns Fostering multi-ethnic and interregional content

| International Affairs | Europabüro 3 Dubrovnik PSB Seminar 8 June 2006 Founded in 1961 as the nationwide PSB _Staff plus ca free-lancers _Headquarters in Mainz (Rhineland-Palatinate) _16 domestic bureaus _20 foreign bureaus Brussels one of the biggest _Brussels EU Affairs Office

| International Affairs | Europabüro 4 Dubrovnik PSB Seminar 8 June 2006 Organisation Chart Intendant / DG Director Production Director Administration Director European Sat. Programmes Director Programmes Editor in Chief Markus Schächter Admin. Council (Pol.-Finances) Television Council (Society-Content) Staff: 3600

| International Affairs | Europabüro 5 Dubrovnik PSB Seminar 8 June 2006 German TV-Market _82,5 million population _33,7 million TV-households 54% Cable (decreasing) 43% Satellite (increasing) 4% Terrestrial (should slightly increase) 20% Digital households (growing fast) Daily viewing time (> 3 y/o): 210 minutes Average number of channels per household: 39,2

| International Affairs | Europabüro 6 Dubrovnik PSB Seminar 8 June 2006 Highly competitive market ! PSB in O% Dual System: strong PSB vs. strong commercial broadcasting Strong Free-to-air market Small Pay-TV market The German TV Market:

| International Affairs | Europabüro 7 Dubrovnik PSB Seminar 8 June 2006 General Development market shares

| International Affairs | Europabüro 8 Dubrovnik PSB Seminar 8 June 2006 _ZDF = 1st choice in 10 of 28 genres _Documentaries _Science, Economy, Nature _Culture _ZDF = best choice (range) of entertainment _ZDF = best choice of German fiction (produced and acquired) Quelle: Medienforschung, Imagestudie 2004 ZDF and viewer acceptance:

| International Affairs | Europabüro 9 Dubrovnik PSB Seminar 8 June 2006 Programme 2005 Quelle: AGF/GfK – IFEM, Köln (in: Media Perspektiven 5/2005)

| International Affairs | Europabüro 10 Dubrovnik PSB Seminar 8 June 2006 Quelle: AGF/GfK – IFEM, Köln (in: Media Perspektiven 5/2005) German TV Market: comparison of aired programme genres (2004)

| International Affairs | Europabüro 11 Dubrovnik PSB Seminar 8 June 2006 REMIT / Foundations _Interstate Treaties (Governments) _Broadcasting Treaty _ZDF-Treaty _Guidelines (TV Council / ZDF) _General Principles _General Programming Guidelines _Advertising and Sponsoring _Protection of Minors _Commitments (ZDF) _= Concrete Implementation of the remit Importance of PSB autonomy (programming autonomy)

| International Affairs | Europabüro 12 Dubrovnik PSB Seminar 8 June 2006 REMIT / Programming _. inform _. educate. entertain _= classical definition as defined by the British Model _ based on/derived from article 5 of Federal Constitution (Grundgesetz) on free opinion forming: important Court rulings in favour of pluralism and PSB

| International Affairs | Europabüro 13 Dubrovnik PSB Seminar 8 June 2006 _REMIT / Programming (2) _Information: objective, balanced, comprehensive _Orientation/Guidance: free opinion forming _Forum: platform for public debate (Agorafunktion) _Integration: social cohesion, national& European& international integration, cultural diversity, minorities _ principles underpinning all programmes main and secondary channels, as well as in a technologically neutral way

| International Affairs | Europabüro 14 Dubrovnik PSB Seminar 8 June 2006 How to report on Europe (ZDF experience): _ Dramatic failures of institutional programmes _Europe is not only institutional _Europe also affects daily lifes _Europe has to be integrated in all types of thematic programmes (no EU-ghettos)

| International Affairs | Europabüro 15 Dubrovnik PSB Seminar 8 June 2006 A special daily Magazine: (since )

| International Affairs | Europabüro 16 Dubrovnik PSB Seminar 8 June 2006 « heute in europa » : a typical day : _(New) youth riots in Paris _Bad weather in Europe _Service Directive (Polish plummer and beyond) _British betting culture (Mundial)

| International Affairs | Europabüro 17 Dubrovnik PSB Seminar 8 June 2006 « heute in europa » : ratings 2006 Between 1.5 and 2.0 million viewers Market share between 11% and 18% (over 10% over period of 9 years)

| International Affairs | Europabüro 18 Dubrovnik PSB Seminar 8 June 2006 « heute in europa » : key for success Right format for the right public at the right time Right (immediate) programming environment(« Programme Mix ») « Showcase and Window » (for viewers and for us)

| International Affairs | Europabüro 19 Dubrovnik PSB Seminar 8 June 2006 points for discussion: _Integration has to be understood as a whole in political, social, cultural terms: Region State Europe World _PSB specific « European » responsability: explaining context, fighting prejudice _A strong PSB is the indispensable benchmarker for reporting on Europe _Implementation of « European Model » remains a regional (national) task _Defending PSB principles and values is a daily task

| International Affairs | Europabüro 20 Dubrovnik PSB Seminar 8 June 2006 Thank you for your attention !