Der Zauber der Zahlen - Aktuelles - Johannes F. Reichert - Medienzukunft gestalten - Professionelles Changemanagement und Organisationsentwicklung zu Veränderungsprozessen in Medienunternehmen

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Der Zauber der Zahlen

Herausgegeben von in Medienforschung ·
Tags: CrossmediaRadioTVZeitungMedienforschung

Wohin entwickelt sich der Medienmarkt? Wie werden welche Medien und Programmangebote künftig genutzt? Von den richtigen Antworten auf diese Fragen hängen weitreichende Entscheidungen ab: Investitionen, Programmstrategien, Ressourcenverteilung - letztlich aber vor allem die Zukunftsfähigkeit von Medienunternehmen.

ARD und ZDF suchen diese Antworten seit 50 Jahren (!) auch mit Hilfe der "Langzeitstudie Massenkommunikation". Die aktuelle Studie gibt deutliche Hinweise auf Trends und Perspektiven im Medienwandel.

Ihren wahren Zauber entfalten die Zahlen jedoch vor allem dann, wenn man wie in der folgenden Darstellung zentrale Ergebnisse in ihrer langfristigen Entwicklung betrachtet - von 2000 bis 2015.
z.B. zu dieser Frage:

"Welches Medium ist wofür am ehesten geeignet?"


Das Klicken durch die vergangenen 15 Jahre zeigt nicht nur den Siegeszug des Internet zu Lasten der anderen Medien. Es enthüllt vor allem, wie sich einzelne Medien quer über einzelne Marken zunehmend spezialisieren.

Internet - King of Information

Der Erfolg des Internet ist stark geprägt durch seine Funktion als Informationsmedium mit Gebrauchswert (die drei untersten Kategorien der Charts). Innerhalb kurzer Zeit hat es im Direktvergleich der Medien die Spitzenpositionen erreicht. TV, Radio und Tageszeitungen verlieren relativ dazu an Bedeutung aus Sicht der Kunden. Zu entscheidend sind wohl die konstitutiven Vorteile des Internet wie zeitsouveräne Nutzung, individuelle Selektion, Interaktivität oder auch mobile Nutzung via Smartphone.
Eine klare Folgerung aus dem Chart: Anbieter von News oder Ratgebern müssen vor allem auf das Netz setzen.

Radio-Information hat sich in diesem Prozess als relativ stabil erwiesen - wenn auch auf relativ niedrigem Niveau. Seine besondere Stärke wird vor allem bei regionalen Informationen gesehen.
Dramatisch zeigt sich dagegen der Verlust an Wertschätzung der Kunden für die Tageszeitungen als Informationsmedium - und spiegelt damit die sinkenden Auflagen. Selbst die hohe Kompetenzzuschreibung bei lokalen und regionalen Themen kann das nicht aufwiegen.

Auch TV, das Leitmedium, verliert in der Präferenz der Kunden deutlich, entwickelt sich jedoch relativ stabil. In der Studie wird auch der Grund genannt: TV-Information wird vor allem getragen durch älteres Publikum und die (empfundene) führende Kompetenz bei 'Politik und Wirtschaft', 'Kultur', 'Wissenschaft' und 'Promis'.

TV und Radio - die Wellness-Medien

Nahezu unberührt vom Vordringen des Internet präsentieren sich TV und Radio weiter als die bevorzugten Medien für passives Genießen. Sie verlieren zwar auch in diesen Segmenten an das Internet, jedoch relativ weniger als bei der Information. Einfache Bedienung und habitualisierte Nutzung unterstützen - unabhängig von Inhalten - das Bedürfnis nach Entspannung.

Vor allem TV zeigt sich bei den Aspekten 'Entspannung' und 'Ablenkung' als äußerst robust.
Einzig unter 'Spaß' konnte Internet in dieser Kategorie nennenswert zulegen - verantwortlich dafür sind Videonutzung und Online-Games parallel mit der Breitbandentwicklung.
Verkürzt formuliert: Information gehört ins Netz, Unterhaltung in TV und Radio.

Wie geht's weiter?

Ich vermute, dass sich dieser Trend fortsetzen wird. Dass Information weiter ins Netz wandert und TV sich vor allem auf seine Stärken im unterhaltsamen Erzählen von Geschichten beziehen wird.

Erste Hinweise dazu liefern die Aussagen der jüngsten Zielgruppe dieser Studie, die 14 - 29jährigen.
Nicht nur, dass sie weniger fernsehen als Ältere, sie nutzen TV auch weniger zur Information, mehr in seiner Spaß-Funktion. Und für sie ist das Internet zum Leitmedium geworden - bevorzugter Zugangsweg zu jeder Art von Information.




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