The structural change in the media, which has seen the rapid emergence of new portals such as Facebook, Twitter and Google TV, is putting increasing pressure on traditional media to adapt. Despite all the prophecies of doom, publishers are coping well with the changes, according to Association President Hanspeter Lebrument.
"I can't listen to the crisis talk anymore," said Lebrument, President of the Swiss Media Association. For years, the media had been accused of one crisis after another. Recently, it has been said that the media are in a quality crisis. As in other sectors, there are undoubtedly individual failures. However, it is completely inappropriate to speak of a quality crisis in the media. On the contrary: compared to the past, journalists are much better trained today, which has had a positive effect on quality.
This also applies to communication and PR specialists, who, like journalists, have become much more professional in recent years. Lebrument called for no rift to be created between journalism and the communications sector. Rather than invoking a holy war, both sides should talk to each other and work together.
IPMZ Director: Publicity monopoly eroding
Gabriele Siegert (pictured below), Director of the Institute of Mass Communication and Media Research at the University of Zurich (IPMZ), had some words of warning for publishers. The traditional media are losing importance, she said. Their core competence - the production of publicity - is eroding. Media users are emancipating themselves. They want to use media selectively and interactively. Participating instead of just consuming is the solution. Publishers are now just a few of many who offer media products.
From a social point of view, the retreat of many media consumers into the private sphere should be viewed critically. There is a need not only for discussion about personal matters, but also for public dialog. Reporting on political and economic current affairs, classification, context and opinions remain important. "The public is interested in socially relevant topics. And criticism of the media can also be interpreted as a declaration of love. We are not indifferent to the media," said Siegert.
The media will also be an issue at the highest political level in 2011. In the middle of the year, the Federal Council will present a report on the state of the media in Switzerland. IPMZ analyses will also be included in this report.
"Qualité populaire"
The presentation by the new Director General of the Swiss Broadcasting Corporation (SRG), Roger de Weck, was eagerly awaited. He was informative, diplomatic and willing to talk. When asked by Josefa Haas about his position in the tough dispute with publishers on the subject of online advertising, he said he was open to negotiations. "I am sure that we will find a solution," was his statement on this key issue. With regard to the radio and television program he is aiming for, he promised a "Qualité populaire" and stated that high ratings would not only be achieved with shallow fare. In this context, he expressly praised the "Üsi Badi" series. De Weck wants a closer exchange between the different regions of the country than before. A newly created general secretariat under the management of Walter Bachmann will help him in this. He emphasized that finances are secure in the medium term and that, without any unforeseen events, the year that has just begun could end in the black.
(Pictures: Keystone)
