Value and Values

Thanks to the emergence of broadband Internet, two thirds of all Internet users today retrieve video content – from pure web TV broadcasters, video and online portals of TV stations or print publishers, video sharing platforms, multi-channel portals and media centres as well as from corporate TV channels. In the Web TV Monitor 2010, a complex overview of the market is now being developed for the first time, the results of which are going to be presented at the MEDIENTAGE MÜNCHEN.

The study, which is conducted by Goldmedia on behalf of the Bayerische Landeszentrale für neue Medien (BLM), is based on a comprehensive survey of all web TV providers and marks the first time ever that transparency is brought to the structures of this market. Today, the providers in this market even in-
clude car manufacturers such as Audi from Ingolstadt with tv.audi.de or football clubs like Bayern Munich with www.fcb.tv, whose video portals represent an enrichment of the Bavarian media landscape.
»Given the decline of advertising prices and the rather low willingness of users to pay for the respective content, the value of advertis-ing and the media is turning into a matter of survival for the entire communications industry«, emphasises Bavarian Prime Minister Horst Seehofer. »The arbitrariness of a lot of media content that results from this fact is directly related to the question of which values the media are still willing to communicate in a digital world.«

Digital Strategies

In line with the motto of this year‘s MEDIENTAGE »Value(s) of the Media in the Digital World«, many panels are going to occupy themselves with the digital strategies of media corporations and their ways of dealing with the social media. An introduction to the subject is offered in the panel »Social Media and the Brand« by the founder of sevenload, Ibrahim Evsan, who is taking a clear stance: »The product, marketing and public relations are coming together in the social media. This is one of the greatest challenges of the near future.« For the advertising industry, this subject is of major significance. For that reason, several discussion rounds of the MEDIENTAGE devote themselves to the value of advertising in the digital world.
The organiser of the MEDIENTAGE MÜNCHEN is Medientage München GmbH. The event is supported by the Bavarian State Chancellery and the Bavarian Regulatory Authority for Commercial Broadcasting (BLM). For three days, around 500 media experts will participate in discussions within the framework of approximately 90 indivi-dual events. At the trade fair accompanying the convention, companies from many different areas of the media industry are going to present their products and services.