The result is a dream world with a feel-good factor, according to a press release. Fabrics printed with clouds float in the sky, large-format murals depict everyday scenes around the bed and historical photographs in black lacquered wooden frames refer to the company histories of the traditional brands.

Responsible at Hilding Anders Switzerland, Schänis: Daniel Sütterlin. Responsible at CD3D, Weisslingen: Thomas Baumhauer. Responsible at Frontwork, Wallisellen: Manuel Böschenstein.

One thing is certain: digitalization affects every area of activity in our society. The creative industry is gradually adapting to the new circumstances: Music, film, books, press, radio and television. The world is becoming flat, predicted Thomas Friedmann in his highly acclaimed book. After the first tentative approaches, education is now moving to the center of digital attention. Here too, the structural change will be accompanied by a distribution battle. Media providers and technology companies smell big business. Traditional educational institutions are being challenged by the new forms of provision.

American universities are inspiring hopes of a digital revolution in education with MOOCs, Massive Open Online Courses. Thomas Friedmann wrote in the New York Times last weekend: "A lot of bad things are happening in the world. But one development gives me hope for the future: the online revolution in education. Nothing has greater potential to lift people out of poverty than affordable access to education. Nothing has greater potential to mobilize billions of minds." A current example of this is edX.org, a non-profit MOOC that is being set up jointly by M.I.T and Harvard. The course on circuits has already been accessed by over 150,000 people.

The world is becoming flat, even in education. Wherever you live, whatever your circumstances: In the future, all you will need is a computer that allows you to take part in studies and courses from the education provider of your choice. In the digital classrooms and lecture halls, you can discuss, experiment, read and teach just like on a real campus. Examinations and internationally recognized degrees are part of the experience.

In this country, the digital evangelists are encountered somewhat more soberly and timidly. Nevertheless, it is worth keeping a close eye on developments. The standards set on online platforms will sooner rather than later define the demands on the learning opportunities offered by Swiss educational institutions. Anyone who can tune into lectures at elite universities from their sofa will measure the lecturers at their own schools against them. The experience of digitalization has shown us: Anything that is technically possible, easily and inexpensively accessible, and attractive in terms of content and aesthetics will find its audience. The winners of this development will be students and learners. The big world of education will be served up to them on their tablets. Education providers will have to go over their books: What are the special services they offer? It is not enough just to teach the material. Knowledge, like information, is becoming a commodity. Competence, on the other hand, requires friction, not only in the virtual world, but also in the real world. Educational institutions are thus becoming meeting places in which personalities seek to engage with insights, interpretations, innovations and realities.

Here, knowledge becomes a shared experience. The desire to learn grows with the sense of achievement of knowing or even being able to do something better. Applause is part of success. A "I like it" has a stronger effect if it is combined with an appreciative look and clapping hands. We should allow ourselves to be infected by the euphoria surrounding the digital revolution in education. It will strengthen motivation, willingness and acceptance of education. Everyone will benefit from this, the new and the old education providers as well as those eager to learn in all situations in life.
 

 
WW: What are the current concerns of the SWA? Roland Ehrler:
There is a long list. First and foremost, there are certainly favorable conditions, fair offers from the media and agencies, and transparency in the advertising market. In this context, our main concerns at the moment are online advertising, the impact of the new TV panel, and the rapid transformation in the print market.
 
Towards the agencies?
Transparency is also the top priority here. There is a lot of light, shadow and gray areas in the agency - customer relationship. It is also important that agencies take a genuine customer view and that media agencies in particular function as trustees for their customers.
 
Towards your members?
What counts for members is that they can contact the SWA office at any time with their wishes and concerns. On the one hand, our members are our customers - and we work for their interests every day. On the other hand, they are irreplaceable employees who support their association with a great deal of know-how.
 
You make a lot of material available to your members, such as draft contracts, guidelines, etc. Is this used?
You bet. The documents are very actively used and appreciated. The members appreciate having a "neutral" body that provides them with advice and support.
 
Transparency is one thing, but there are perhaps more burning issues at the moment. Our media landscape is in a state of upheaval. In some cases, this is leading to special price offers. We are under increasing political pressure in the area of advertising bans. The EU is also blowing a harder wind with regard to advertising bans or restrictions. There is a danger that Switzerland will implement these in anticipatory obedience. What specifically is the SWA doing in this area?
Let's take it one step at a time: Upheaval in the media landscape and advertising bans have in common that they are not Swiss problems, but international ones. Nationally, we represent the interests of our members through our networking in all commissions across all media. It goes without saying that this cannot and does not always take place in public. It is also clear that small Switzerland cannot swim against a global current, but must adapt to this change. However, it remains our primary goal that the market plays as well as possible and does not become even more regulated, but more liberal again. Where there are senseless bans and restrictions, we want to fight against them and certainly not introduce any new bans that threaten the very existence of individual industries and market participants. As far as the upheaval in the media landscape is concerned, I can only state that the willingness to change is unfortunately not equally great among all market participants. However, the SWA has recognized the signs of the times. It is no coincidence that the motto of our annual meeting is: "The future of communication has begun. What does that mean for advertising clients?"
 
And in the international arena? The SWA is a member of the WFA, the World Federation of Advertisers, which is domiciled in Brussels and is particularly active in Europe. My predecessor, Jürg Siegrist, was even on the board there. We have a very good connection and always find out early on what we can expect or are threatened with from the EU.
 
Somehow I have the feeling that in Switzerland there is a lobby for everything...
... and against everything (laughs).
 
And the communications industry kind of falls between the chair and the bench here. ...
... I sometimes have this feeling too.
 
There is a SWA, a BSW, an ASW, a SW, but I can't shake the feeling that everyone is being listened to except the advertising.
The SWA is well listened to, because its members pay for about 75 percent of the advertising. Our association also has the opportunity to express a crystal-clear opinion on many issues relating to the advertising market. This has perhaps not been made clear enough in the past. Swiss Advertising (SW) has its hands tied on many issues because, as the umbrella organization for communications, it has to represent different interests in some cases. It is only on training and advertising bans that there is unanimity.
 
How close is the cooperation with BSW? It represents the same interests in many areas.
We exchange information on a regular basis, and meetings are scheduled every few months. I have already had several opportunities to talk to BSW exponents. The next meetings will be about discussing the upcoming topics and mutual wishes.
 
Do BSW and SWA also act together?
This has not yet happened, but there is nothing to be said against it in principle.
 
Wouldn't it be desirable to be able to better represent interests in certain areas with a joint presence?
If it is expedient, such a joint appearance could very well be a sign. But it is not absolutely necessary. The advertising clients alone, with their 150 members, have a sufficiently strong position in the market to express themselves. So I could imagine that the SWA could also communicate its opinion on the topic of "SRGOnline advertising" in due course. This is also possible without BSW, but it would be even better, of course, if the entire industry had a unified opinion on this.
 
This is likely to be more difficult...
That's exactly the problem (laughs).
 
We talked about the changing media landscape. How involved is the SWA in digital media? That there are new opportunities for purchasing, let's just think of Real Time Bidding.
The new SWA Annual Report will be published at the end of February. If you read the articles, you'll know how important we take online media and how close we stay. Something is still moving in these areas every day. Unlike print, where the wheel is not being reinvented at the moment. In addition, online is multi-layered, because we don't just want to discuss display, but also all the other possibilities, right up to mobile use. In my first hundred days, for example, I have already held talks with Internet providers and associations. I'm not completely unfamiliar with the issues at hand from my time at Swisscom. So I will be tackling current topics such as real time bidding or transparency in online advertising statistics.
 
I often have the feeling that very many market partners, whether customers, agencies or the media, don't actually understand what it's all about today. RTB, for example, is simply viewed from the perspective of "it's getting cheaper," but what's actually behind it and what opportunities it offers are forgotten.
Let's put it this way: It hasn't gotten any easier (laughs). That's why companies also have to invest a lot in training their employees.
 
The SWA has fought for years for transparency in prices. For years, there were disputes with the media agencies about reimbursements, kickbacks, and so on. Has that faded into the background a bit, or has something improved there?
Some things have improved. But there is still a lot of educational work to be done. There are agencies that do exemplary work, but there are also others. We have to keep repeating: Clients must look at how the media agency finances itself, so that the advertiser always knows what is happening with his money. It is still his money that flows to the agencies and media. When I see that in industry principles for media agencies of the BSW it says that the DBE (direct booking fee) belongs to the agency, then I have to say clearly that the SWA sees it differently. So does the legislature, by the way. The DBE and all other rebates, whatever they are called, belong to the advertiser. If the agency retains the money, it must have agreed this with the advertising client beforehand. Preferably in the agency-client contract.
 
The "evil" agencies try to polish up their low fee income by means of such things. If you look at the fee recommendations of the SWA, they are very modest. How much influence can the SWA have on the fee levels of its members?
We can only make recommendations in this regard. But whenever we have spoken on the subject of transparency, we have added that it can only be demanded and achieved if the agencies are also fairly rewarded for their work. This is the only way to create long-lasting, successful partnerships, as I have also experienced with agencies.
 
How have these fee rates moved in recent years? Have they fallen even further?
I don't really believe that. And as I said, if you work with an agency and pay it a decent fee, the agency doesn't have to try to finance itself in any other way. On the other hand, it has to be said that no media agencies have gone bankrupt in recent years either. So people like to complain, the majority work well - and also earn good money in the process.
 
Back to online: The SWA is very well organized in the case of traditional media, with corresponding teams of experts. With online, everything is in flux; what is decided today may be outdated tomorrow by developments. The commission members are not all specialists either, because they often sit in a different place. Not necessarily in the media houses or with the marketers or their members, but somewhere in specialized companies. How can you tap into this know-how?
No problem, because one of our four expert teams deals explicitly with online. We are also in the process of providing each of these working groups with an advisory board. In the process, we are seeking contact with universities and
universities of applied sciences. With this measure, we want to draw additional inspiration from neutral experts. We also want to work closely with the IAB in the online area. That makes sense. After all, we even have members who are already with the IAB. And yes - the president of the IAB Switzerland has also written a contribution for the new SWA annual report.
 
On another subject. Together with Publicitas, the SWA launched the Advertising Barometer Switzerland. How many members are now on this panel?
At the moment it is a standing panel of 40 members. It's important that the biggest advertisers are on it. So it's a good quality panel. With the Advertising Barometer, we work with net figures, unlike Mediafocus, which operates with gross figures and thus only measures advertising pressure and not actual spending. With the Advertising Barometer, we therefore have a new tool at our disposal and can give advertising clients and the SWA a voice. And, of course, we hope to be able to use it to benefit the advertising market.
 
For years, the SWA was against publishing net values. All attempts in this direction were blocked. Why this sudden change of heart?
It didn't come so suddenly. For many members, the net figures are still a problem. That's why we "only" have 40 who are on the panel. I have just now received another unsubscribe from a member who does not want to participate because he fears internal compliance problems. By working with an external market research institute that collects the figures, we ensure that nothing gets out. Neither Publicitas nor we have insight into the individual data, only the consolidated data. We have also decided that no industry figures will be published. That makes it easier to show a barometer across the entire industry.
 
Too bad...
Yes, but there is no other way at the moment. First, the panel is still a tender plant, and second, many members would object if industry figures were published. I was also against it in my time at Swisscom, because you would show the telecoms market, for example, but everyone would know it was largely Swisscom (laughs). The fact that no figures for individual industries are published was certainly a strong argument for the skeptical members to join in at all.
 
Where did the initiative for the advertising barometer come from?
This came from Jürg Siegrist, his legacy, so to speak.
 
What is the publication rhythm?
The first figures were published this week with an outlook for the first half of the year. The second survey will follow in June. Then a picture will emerge for the second half of the year.
 
How detailed are the media accounted for?
The media groups are reported individually. For online, we record display, search and classified, but only the total is published. This is the first time that online has been given its proper place in the media mix in the Advertising Barometer. For many advertisers, online already ranks third in the media mix, right after print and TV.
 
Switzerland still lags behind many other countries when it comes to online advertising spending. Why?
This could be due to the typically Swiss reticence of customers and agencies. But partly also because of the lack of transparency in the market and in research data. Swiss entrepreneurs always want to know exactly what they are getting for their money. But either way, the world is becoming more and more digital, whether we like it or not. That's why I'd rather help shape it than wait and see.
 
Interview: Pierre C. Meier

Jörg Hensen has experience in the field of e-commerce. He was most recently Director Northern Europe in Paris at the shopping club Vente-privee.com. Prior to that, the business graduate worked for Quelle-Versand for nine years, where he was CEO of the Swiss subsidiary in St. Gallen. Jörg Hensen is to drive the growth of Fashionfriends.ch as detailed in a press release issued by the Tamedia subsidiary.

Peter Schüpbach founded the Swiss shopping club Fashionfriends.ch in 2009 together with other partners and Tamedia. After four years of development work, Peter Schüpbach is stepping down from the Board of Directors at his own request in order to focus on new operational projects, the press release explains further. Peter Schüpbach will continue to support Fashionfriends.ch as a member of the Board of Directors and will remain an important shareholder in the company with a 35 percent stake.

The Swiss media group Tamedia has gradually increased its stake in the online fashion boutique and has held a majority stake of 65 percent since last year.

Teaser image: Fashionfriends.ch

Syndicom is calling on Freiburger Nachrichten FN to reverse its decision. The shareholders of FN should be aware of the damage that the decision of the FN Board of Directors is causing to the symbolic Fribourg company, according to a Syndicom press release issued on Thursday. The St. Paul management is being asked to work with the union to find solutions to save the jobs. The union will fight together with the employees to save the printing plant and all affected jobs.

Saint-Paul closes newspaper printing plant - 50 jobs lost
 

The subjects show close-ups of players in duels and are intended to herald an outstanding second half of the season, under the motto "My Football - My Stadium, My Team, My League".

Responsible at Infront-Ringier: Julian Bühler. Responsible at Hug & Dorfmüller: Christian Dorfmüller, Sämi Roos.

The event is jointly organized by Jim & Jim, an agency specializing in youth and student marketing, and the Chur University of Applied Sciences. Speakers from Switzerland and abroad will provide practical tips and discuss the latest findings from the fields of youth research and marketing. For example, Kris Hoet, Head of Digital & Change Architect at Duval Guillaume Modem (campaign "Discover the 007 in you"). The presentation by Bernhard Heinzlmaier also promises exciting insights. He has been active in youth research for over two decades, is co-founder of the Institute for Youth Culture Research and Managing Director of the trend agency Tfactory in Hamburg. Christian Ritter from the Zurich University of the Arts will shed light on the topic from a scientific perspective. In addition, personalities from the private sector and the media, such as Alexander Mazzara, CEO of the social TV channel Joiz, and Jochen Köni, who helped set up Schüler VZ in 2007, will share their practical experience with the audience. The afternoon event will be livened up by the "Street Beats", short video sequences in which young people provide information on current topics openly, honestly and without mincing their words.

One forum - three target groups

In addition to the Trendboost, which is primarily aimed at marketers, two other sub-events will take place on the same day, which are aimed specifically at brand managers, young people and students. Brandboos gives various companies the opportunity to have their own products, campaigns, claims or communication measures analyzed live by young people during one-hour sessions. At the evening event, Talentboost will divide twelve by voting on Talentboost.ch Pre-selected young people and students will showcase their personal talent in four categories: Multimedia & IT, Art & Design, Science & Technology and Entertainment.

The Boost is made possible by Nissan as an innovation partner as well as numerous media partners and supporting partners and will take place once a year in future. The aim is to build a national network that brings together young people, students and the business world.

(Kris Hoet, Boost)

(Jochen Koenig, Boost)
 

The attackers then gained access to the computers of 53 Times employees. The attack in the fall coincided with work on a report about the wealth of Chinese Prime Minister Wen Jiabao's family. The article, published on October 25, stated that Wen's relatives had amassed a fortune of several billion dollars. The attackers only seem to have been interested in information related to the report, the newspaper wrote. The New York Times computer system has since been made secure again.

The Chinese government rejected the accusations. The NYT's accusations were "groundless", said Foreign Ministry spokesman Hong Lei in Beijing on Thursday. "To say without hard evidence that China participates in such hacking attacks is completely irresponsible." The Ministry of Defense expressed a similar view, emphasizing: "The military has never supported any hacker attacks."

There are repeated reports of hacker attacks on companies and authorities in the USA. China always rejects the accusations. (SDA)
 

Time is one of the most valuable commodities. We all always seem to have too little of it. Why time seems so scarce, how our use of time has changed since time immemorial, and how best to live with time today were explained by time researchers Karlheinz and Jonas Geissler in their two-part lecture "Are we still ticking right? 

In the first part, Karlheinz Geissler, professor emeritus of business education and co-founder and director of the institute for time consulting Timesandmore, took the guests on a short journey through the history of time. How it evolved from a measured commodity to an accelerated commodity and finally a condensed commodity. And how our approach to time has changed. With the invention of the clock, for example, we said goodbye to rhythmic living time and introduced a clocked one. And today, for example, we no longer do things one after the other, but in parallel. 

In the second part of the presentation, Jonas Geissler, time expert, trainer, consultant, lecturer as well as partner of Timesandmore, specifically addressed the problems that can arise due to the compression of time and the comparative timing of our way of working and living. And what each of us can pay attention to, in order to become conscious of these problems, in order to find appropriate solutions. For example, daily rituals that give our time a certain rhythm again are a good way to give time more quality again. But also the conscious handling and care of resource time as well as time resources are part of a contemporary way of life.

Before and after the lecture, many of the more than 150 guests, mostly marketing and communications managers, took advantage of the time to discuss the topic with the speakers, the other participants and the employees of Ogilvy Group Switzerland.

Gaby Zimmerli, Managing Director of Ogilvy & Mather Zurich, welcomes the
Guests (Photos: Dominik Fricker). 

(Teaser image: Keystone)
 

The legendary apple juice campaign with the claim "Swiss apple juice is fabulous" is entering a new round. Last fall, the Küsnacht-based creative agency Unikat developed a new spot for apple juice, which was realized before Christmas and will now be on air from mid-February.

This time, not only humans benefit from the "fabulous effect" of apple juice, but also the clever huskies that would actually be there to pull the ancient dog sled. But the clever animals have long since realized that their working day can definitely be made more relaxed with apple juice.

The spot was shot in the Bernese Oberland against the breathtaking backdrop of the Eiger, Mönch and Jungfrau. The day before the shoot, however, the panorama looked less spectacular in the pouring rain. "But half a meter of fresh snow that fell overnight transformed the shooting location into a wintry fairy-tale landscape," says Creative Director Daniel Meier with relief at Unikat. The crew from Wirz Fraefel Paal with director Cello Schnyder and cameraman Filip Zumbrunn thus found ideal conditions for an atmospheric winter spot.

Popular winter drink

The Unikat agency, which has been in charge of the apple juice budget for ten years, uses a similar element of "fabulous exaggeration" in all its films for this product. Last summer, the "fabulous effect " of apple juice was seen in two girls who suddenly turned a pedalo ride into a ride on a wakeboard. A previous winter film, for example, showed a ski jumper mutating into a freestyler after jumping off a ski jump. "In winter, apple juice is very popular in the mountain restaurants," Daniel Meier knows.

This year, however, they did not want to appear in a world of trendy sports. Apple juice serves a very broad audience. Therefore, the huskies won "because of their blue eyes". A "yay effect ", which is combined with wit in the new film, when the dogs put themselves on the sled. "It was quite difficult to keep the animals in that position. They clearly love pulling and wanted to be active all the time." With time, however, they would have liked their new role as passengers and "they almost didn't want to get off the sled." The dogs were cast at a breeder in Interlaken.

Andreas Panzeri

 

WW: Roger Schawinski, you recently described Oprah Winfrey as a "tame and empathetic" interviewer. What kind of interviewer are you yourself?
Roger Schawinski: I am the complete opposite: a persistent, hard investigating and sometimes rebellious interviewer.
 
What does "rebellious" mean?
I make sure that my guests don't just tell me what they want to. They shouldn't just present their best side. I wait for opportunities to get stuck in. If something doesn't work out, I follow up. I don't reel off a list of questions, but try to create a real conversation - and I listen carefully.
 
You are often criticized for not letting your guests finish speaking. Not only from the audience council.
You see, I am an irritant for many journalists. For years. Maybe that was the case at the beginning with making excuses. I think that's largely gone now.
 
You could certainly find examples from current programs...
My guests all get to speak at length. There is no other program on Swiss television in which a single guest is given a platform for half an hour.
 
You have a confrontational interview style. Shouldn't an interviewer adapt more to the guest?
I definitely do that. I assess in advance whether I should "go all in" with someone or whether I should take things slowly.
 
But you can't get rid of your style, can you?
No, I don't want that at all. I talk differently to Melanie Winiger than I do to Christoph Mörgeli. But what I always do: I get involved myself. I confront my guests with counter-questions and give my opinion. The duel character is what makes the show interesting. The viewer always has to take a stand: Which side am I on? Where are my sympathies? Who has the better arguments?
 
The conversations are fast and often remain on the surface.
I reject the accusation of superficiality. It's quick, sometimes perhaps so quick that you stay a little too short on one point. But I go where it hurts, where I get close to a personality. My show doesn't just ripple along. It's extremely well researched. Nobody is fooling us.
 
With Melanie Winiger, it was about the color of her exes' hair. What did you want to find out?
I went into it because Winiger once said on television that she liked men with black hair and dark eyes. Her men were just the opposite.
 
That was an old insert. From 1997.
But it shows how Winiger works.
 
How?
I wanted to show that: What Winiger says in the media is partly hot air. A day later, the opposite is true. I think it was a great interview. The feedback shows me that.
 
Another common criticism is that you come across as biased. As if you have already made up your mind about the guest.
Of course, I have formed an opinion of my guests in the course of my research. But I give them the chance to surprise me.
 
When did this last happen?
That happens in almost every show. Alexander Tschäppät, for example, when he said he was afraid to come on my show. I was surprised that someone like Tschäppät, who is so extroverted, was at the same time afraid to face a critical discussion.
 
When your show started in summer 2011, you announced that you wanted to interview members of the Federal Council. So far, none of them have been on "Schawinski"...
That's because Federal Councillors apparently only want to go to places where they don't have to reveal anything personal. My program is probably the wrong one.
 
The Federal Councillors have turned you down?
Yes, I have made enquiries and received rejections. I take note of that, but I regret it. As representatives of the people, Federal Councillors should not just give antiseptic interviews that are gutted by their press people. My show is "live on tape", so there's nothing left to edit and iron out. That's why the media advisors apparently advise their federal councillors not to come on my show. In my opinion, that's a sign that they don't trust them very much.
 
It's not just Federal Councillors who don't want to be on your show.
Yes, many business leaders are just as reluctant to enter an environment that is not fully controlled.
 
Why would anyone want to go on "Schawinski"?
A guest who does well with me receives hero status. This is proven by a lot of enthusiastic feedback. Going on a show where you get the "Schmuus" from the interviewer is no good. Nobody takes it seriously. A good answer to a critical question is worth ten times more than a blah-blah answer to a blah-blah question. But the media consultants, who fear for their jobs, usually see it differently.
 
Is the difficulty of finding guests the reason why you invite some people several times?
I find this question strange. David Letterman always has exciting guests. It's the same in the arena. Peter Maffay has been on Gottschalk fifteen times. Firstly, the number of interesting guests is finite - and not just in Switzerland. And secondly, the situation is developing. Take Philipp Müller, for example. I interviewed him once before he became FDP president. A year later, it's a different story.
 
They could certainly cover a broader spectrum.
I found it exciting to interview Christoph Mörgeli for the third time in the turbulent times surrounding his job. I want the most interesting guest at all times.
 
Are SVP representatives the most interesting guests?
No. I have guests from all parties.
 
Toni Brunner was with you twice, Christoph Mörgeli three times.
The SVP is effectively the opposition party. It is the party that provokes the most. For this reason, its most important representatives are exciting.
 
The SVP has a high quota.
Of course! Of course, I want to make a show that finds viewers. But not only that. Relevance is important to me. I certainly didn't invite the forensic psychiatrist Frank Urbaniok or the pediatrician Remo Largo because of the ratings, but because I'm interested in the topics and people.
 
They were always fixated on ratings. Those of "Schawinski " fluctuate between 13 and 34 percent depending on the guest. The average market share in 2012 was 16.4 percent. How satisfied are you with that?
The quota depends on various things. Above all on the guest. But also on how the supporting program runs. Both "Eco" and "10vor10" have strongly fluctuating ratings. What's more, it's not easy to attract viewers to a program that deals with serious topics so late at night. I'm very pleased with the ratings - and even more pleased with the great response.
 
Would you prefer a different slot?
Not much else is possible at this time. I don't want a slot at 8.15 p.m. or directly after "10vor10". Then I would have to make a slightly different program and look more at ratings. What I do criticize, however, is that for a few months now I've only been getting a trailer for every fifth show.
 
SRF 1 always announces who will be your guest.
But not with a trailer that can be used multiple times. But that would be essential for a show with just one guest. Viewers need to know who my guest is so that they stay up until 11 pm.
 
To what extent does your producer have a say in the selection of guests?
Everyone can have their say, not just my producer. I'm always grateful for suggestions, because it's hard work to find good guests. But the decision is up to me.
 
Do you watch your program yourself?
Of course - and always live. In my opinion, you can only judge a show if you watch it live, in the same context as every viewer. The show is usually recorded on Monday at around 6 pm. Then I go home, eat something and wait nervously for the broadcast. Like a normal viewer, I then sit in front of the TV with the remote control in my hand and think about when I would switch over. Where does it get boring? It's extremely exciting every time. Afterwards, I'm usually so excited that I can't sleep for another two or three hours.
 
What moves you when you watch your program?
Many things. I ask myself: where could something have been changed? Why did I leave this question out? As a viewer, my experience of the show is sometimes completely different from what I experienced in the studio. They are two completely different things. Tschäppät, for example, was a grateful guest. He played along well. And even when I watched the show, I found it very entertaining. With Urbaniok, on the other hand, I thought: That was a bit heavy fare for this late hour.
 
Who do you discuss the program with?
With my producer and with my colleagues at Radio 1. I also often get feedback from editor-in-chief Diego Yanez. Now and again from my wife when she watches the show. She can't always do that, of course, because I do so many shows a week. I also do the "Doppelpunkt" on Radio 1, "Roger gegen Roger", the morning column, and also a column in the SonntagsZeitung. It would almost be a full-time job to keep track of everything.
 
Is your wife a harsh critic?
Yes, very much.
 
What has she already criticized?
Sometimes she thinks I'm too hard up. Then she always tells me to calm down a bit.
 
Do you sometimes think to yourself: You've gone too far now?
Yes, here and there I think: That's a cheeky guy, that interviewer.
 
I don't buy that. You like yourself in this role.
Sometimes I really think: Oops. But my show is real, 1:1. A lot of things on television are non-binding. That's hardly the case in other programs. In "Arena", for example, some people stand at the front and ten others further back. Every participant knows: you say something, then others come on and you have to wait ten minutes until it's your turn again. It's a completely different conversation situation to my show.
 
Now you've got your foot back in the door at SRF. Will you soon be taking on a second show?
How did you come up with such an idea?
 
A media-political format perhaps?
No. I am very interested in media - and I write about it. But no more programs, please. On the other hand, I want to do "Schawinski" for a long time to come. Continuity is crucial for a show like this. With Harald Schmidt, who had his late-night show four times a week on Sat. 1, it took four years for the show to really establish itself. You should never forget that.

Interview: Isabel Imper

In recent years, the HWZ and the SIB have continuously developed and expanded a comprehensive range of courses in the fields of marketing and communication, the HWZ writes in a press release on Thursday. As both institutes are based in Zurich's Sihlhof, it made sense to declare the building the "House of Marketing and Communication". This means that all marketing and communication topics can be studied comprehensively and conclusively on Lagerstrasse.

"On the one hand, all levels of education are included in our overall offer, and on the other hand, all subject areas are covered and all follow-up studies and further education opportunities are guaranteed," says Jacques Bischoff, Rector of the HWZ, summarizing the advantages of the cooperation. In other words: the path from career entry to Master's degree can be completed in a single location - in the middle of the city of Zurich, next to the main railway station.

Other cooperation partners in the "House of Marketing and Communication" are the GfM Schweizerische Gesellschaft für Marketing, BSW Leading Swiss Agencies, Maz, the Swiss Public Relations Institute, the Swiss Text Academy and the Darden School of Business at the University of Virginia.