After the gold rush years, the prevailing spirit is now one of disillusionment. Rather than the hoped for gold mine, to a great extent the Internet has turned out to be simply a bottomless pit of costs for TV channels. The benefits to be gained from a commitment to the Internet, and the way in which successful brand positioning on the digital platform can be ensured have become matters of survival. Clarification with regard to which platforms TV channels and content providers should occupy from a purely competitive viewpoint, which innovation themes should be pushed ahead with and what type of refinancing the commitment justifies, is an indispensable element of designing a successful multi-channel strategy. It is also crucial to restructure the cross-media audience flow, as attractive linking across all channels is the only way to secure the competitive position of a media brand.
Senior TV executives and Internet managers from ARD, ZDF, the RTL Group, the Kirch Group, NBC and Pixelpark will be debating the benefits and effectiveness of digital platforms. The event is being jointly organised by Cologne Conference, the Adolf Grimme Institute and Pixelpark AG. The keynote speech will be given by Dr. Horst Stipp, Vice President of NBC Research. The discussion will be led by the Chief Executive of the Adolf Grimme Institute, Bernd Gäbler.