The "blue News" Blues

The scent of fresh croissants and coffee fills the air in the lobby of the Blue Cinema Abaton in Zurich. Where popcorn usually fuels the anticipation for blockbusters, this morning is all about networking over breakfast—hearty, healthy, and with that sense of natural ease that says: People in the industry know each other and appreciate one another. The occasion is historic, at least by internet standards: blue News is celebrating its 30th anniversary.

What began in 1996 as «The Blue Window»—Switzerland’s first purely online media platform—later became widely known as «Bluewin» and has long since come into its own. Once you’re there, it quickly becomes clear: this isn’t a place for nostalgic reflection, but rather a space where the rhythm of the future is being set. The creators present a brand that, it seems, has found its own groove in a challenging environment—a composition of three elements.

The Rhythm: 360 degrees and «small news from big names»

In the theater, you can really feel the pulse of the platform. Claudia Lässer, CEO of Entertainment Programm AG, confidently cites the figures: As Switzerland’s third-largest news platform, blue News records over 1.5 million users and 32 million visits each month. But reach alone is just the foundation. Today, the melody plays in 360-degree rhythm.

«For us, storytelling doesn’t end on the web,» Lässer emphasizes. Content flows seamlessly across free TV, pay TV, social media, and apps. In the sports sector in particular, this rhythm dictates the strategy. Andreas Böni, editor-in-chief of blue Sport, sums up his philosophy succinctly in an interview with m&k: «I’d rather have small news stories about big names than big news stories about small names.»

The logic behind this is as simple as it is effective: What’s analyzed on TV has to work online—and resonate on social media. The fact that blue News now runs Switzerland’s largest business account on TikTok seems, in this context, less like a footnote and more like a natural consequence. And with the rights to the Brack Super League secured for another five years, this coverage will remain stable in the future as well: blue Sport remains the «Home of Football.».

The Soul: Facts, Not Noise

Blues without a soul is just technique. The soul of blue News lies in an editorial team that, as Abaton puts it, consciously seeks to set itself apart from the shrill noise of some of its competitors. «We deliver facts, not noise,» says Claudia Lässer, summarizing the editorial line. In the age of AI and disinformation, credibility is becoming the hardest currency. This is also confirmed by the quality score in the *Quality of the Media* yearbook, in which blue News achieves top marks as a «digital pure player.».

Marius Egger, Head of Distribution at blue Entertainment, describes the work in the newsroom as a balancing act between experience and agility. «You can’t just sit back and do nothing,» he says—and by that he means less heroism than reality: The team must be ready at all times to respond to geopolitical situations, while not losing sight of the goal of also creating «light and positive moments.» It’s a bold promise, especially since Egger himself hints at just how thoroughly this system is geared toward efficiency—almost like an orchestra in which every voice is in tune because it can’t afford a single off-key note.

The Soloists in the Orchestra: Efficiency as an Art Form

But amid all the excitement over 360-degree content, live sports, and TikTok successes, the question of resources inevitably arises: How long can we keep this balancing act going without losing our rhythm? Egger addresses the issue openly: «It’s an art to manage all these resources.» And he describes the work environment in the newsroom as one of constant readiness: «You can’t just sit back and say, »We’re done for the day’—we simply can’t afford to do that.”

CEO Claudia Lässer emphasizes that this impact is part of the company’s DNA—not without a sense of pride in her own team. She speaks of «such a small, powerful team» and makes a statement that sticks: «We serve the most users per professional.» This is meant as a testament to their performance—but reading between the lines, it also gives a sense of just how fast the pace must be behind the scenes for the blue News Blues to groove so smoothly up front.

Consistency: Brand Safety for Advertisers

The advertising industry is also interested in this stable sound. Soeren Beermann, Head of Sales Swisscomsees blue News as an environment for brands that focus on security and premium environments. The brand's long-standing consistency creates trust.

In a discussion on-site, Beermann emphasizes that premium partners like Rolex are looking for exactly this kind of environment—for example, at sailing events like SailGP or in golf. At the same time, the company isn’t resting on its laurels with traditional banner ads. New formats such as «Mobile Experience Ads,» «Skin Ads,» and «Gluey Ads» are designed to ensure that advertising becomes part of the user experience without disrupting the flow.

Next Track: Mobile First and Major Events in 2026

While networking continues in the foyer, the organizers are already looking ahead to 2026. «blue News Blues» is being revamped: A completely new website is set to go live in the spring of 2026—with a radical focus on mobile. New features such as a «Breaking News» cluster and a «Branded Focus Container» are intended to further enhance the user experience.

In terms of content, two massive events lie ahead: the Olympic Games and the 2026 World Cup. In our interview, Marius Egger says he is particularly looking forward to these highlights, which will offer a welcome «sporting distraction from the daily grind of the news.».

The takeaway from this morning at the Abaton: «blue News Blues» is not a farewell song, but an anthem to growth. With rhythm, soul, and consistency, the Swisscom subsidiary has established itself as an independent media company—ready for the next 30 years. Or as they say in the music world: The beat goes on.