Bluewin steps on the editorial gas - despite media ban

Bluewin has brought new journalists on board. They are to ensure that the portal meets higher journalistic standards. This means that the editorial team is increasingly researching its own stories, interviews new also high-ranking politicians such as Defense Minister Viola Amherd.

At the same time, Swisscom announced last week that it was launching "the longest interview in Switzerland". Ex-advertiser Frank Baumann will be asked no fewer than 1,000 questions, and the answers will be published in a multi-part series on Bluewin.ch.

However, Bluewin's journalistic ambitions have a catch: As the Switzerland at the weekend writes, Swisscom, which is 51 percent owned by the Swiss Confederation, should actually stay completely out of the media sector. The Federal Council even requires it to observe the "principles of the independence of the media from the state.

However, the newspaper criticizes that the group has never bothered about this media ban and has always flouted it with increasing self-confidence. The Bernese authorities have always turned a blind eye, and this is unlikely to change in the light of the latest developments.

In fact, Swisscom does not want to know anything about a journalistic offensive. The size of the editorial team - around 20 full-time positions - will remain stable, according to spokespeople, and there will be no expansion. The new editors would have to do with the relocation from Zurich to Volketswil.

Moreover, Bluewin editors do not form political opinions, counters spokesman Sepp Huber in an interview with Schweiz am Wochenende. The portal obtains most of its reports from external agencies.

However, at least in the case of the interview with the Federal Council, which can certainly contribute to the formation of political opinion (topic: fighter jet procurement), a large question mark must be placed under the supposed media independence of the state.