SRF coverage more "for Switzerland, rather than for the region"
The program commissions of five SRG Deutschschweiz member companies have assessed SRF's reporting: The verdict on the online reporting from the regions, which has been realigned for seven months, was thoroughly skeptical. The withdrawal from the local and regional area is considered problematic, which is why a reassessment of the strategy is desired.
At the beginning of September 2020, SRF adjusted its online reporting from the various German-speaking regions of Switzerland on the srf.ch/news website and in the "SRF News" app (Werbewoche.ch reported). Since then, articles from the regional journals are no longer published in a separate section, as was previously possible with "Regional" and a selection menu by regional journal. Selected contributions are now integrated into the domestic reporting under the heading "Switzerland". According to SRF, this was in response to findings from user research.
This was a change in strategy with major implications, which is why the program commissions (PC) of five SRG member companies in German-speaking Switzerland - SRG Aargau Solothurn, SRG Bern Fribourg Valais, SRG Ostschweiz, SRG Basel and SRG Zentralschweiz - got together to take a close look at the implications of this change in strategy. They had first assessed the offer for their own region. Afterwards, the presidents of the PFs exchanged these findings and discussed them with Maurice Velati, project manager of the strategy change and head of the regional journal Aargau Solothurn.
Regionally important topics no longer digitally recognizable
They came to a common conclusion: all the PKs were unanimous in attesting to the high quality of the reporting by the contributors. The articles and choice of topics were interesting, attractive and well done. However, they were equally unanimous in criticizing the change in perspective associated with the change in strategy. In their opinion, the "Regionaljournal" editorial teams no longer report "from the region for the region" but "from the region for Switzerland. Among other things, this leads to topics that are considered important and relevant in the respective region itself no longer being digitally available or recognizable.
Less visibility online
The fact that individual articles are no longer listed also means that the entire work of the regional editorial offices is no longer perceived and, for example, individual articles are more difficult to share via social media. Combined with the fact that the search function for individual contributions delivers poor results, this leads to the regional editorial offices being less visible in the digital space and thus less present in the region, according to the verdict. And the longer it takes to find something, the less demand there is for it. This also fits in with the fact that quite a few PK members no longer get their regional news online from the "SRF News" app, but from the digital offerings of other, private media.
However, since the private media are also increasingly withdrawing from local and regional reporting for economic reasons, it would be all the more important, according to the PK, if a public service offering is maintained in this area; after all, this is essential for shaping the opinions of the population. In part, there is a fear that the step in the digital offering could also be followed in radio, i.e. that the regional journals would only become regional correspondents, according to the statements of the PKs.
In the program commissions, the need to adapt the offering and thus respond to the signs of the times was acknowledged. SRF should not have to produce content that is not read, which is why in principle the attempt to actively break new ground is supported. In this context, the PFs also welcome the new "SRF News" app announced for the end of the year: this promises to meet many requirements that cannot currently be met.
Nevertheless, it is clear to the PKs that the fact that only a few reports from the various regions are now being published online in the relevant area is bad form for a media company serving the public service. After all, SRF must not only orient itself according to national quotas, but also according to regional relevance. Combined with other recent strategic adjustments on the part of SRF, this gives rise to an uneasy feeling. For example, there are fears of a further marginalization of regional information. That's why the program commissions are suggesting that the change in strategy be reconsidered.
