Local TV and radio broadcasters need to make their content more widely available on the internet to attract the young target group, according to Siegfried Schneider, president of Bavarian media authority BLM.
There was strong demand for local news in Germany, but the internet now plays a leading role as the information source, particularly among young people, Schneider said in his opening speech at local media conference Lokalrundfunktage 2014 in Nuremberg.
“For more than 80% of people between 14 and 20 years of age, the internet is very important or important as an information source for local news, followed by local radio with over 60%, the local newspaper and local television,” said Schneider. “For local broadcasters, this is a good result, but it also becomes clear that there continues to be need for action regarding the internet.”
Schneider called on local broadcasters to focus their work more strongly on the provision of cross-media content for deployment across the internet, social media networks, smartphones and tablets in addition to traditional distribution infrastructures. This would also be important regarding the advertising markets which would increasingly shift towards online platforms in the next years.
More than 1,000 visitors have registered for Lokalrundfunktage which take plane in the Nuremberg Congress Centre on July 8 and 9, 2014.