On April 1, 1963, the Second German Television went on the air. ZDF wants to celebrate the 60th anniversary of the station in the “Show der Shows” with its greatest successes from “Der Grosse Preis” to the “ZDF Hitparade” to “Wetten, dass ..?”. There is no doubt that ZDF and its audience are getting on in years. It doesn’t help that the Mainz broadcaster has defended the title of the most successful television program eleven times in a row. The age cohort over 60, over 70, in particular, sees better with the second, the following follows, better.
The broadcaster and director Norbert Himmler is aware of this. At the age of 52, the former head of programming is still one of the wild youngsters. Incidentally, there are a few of them on the Lerchenberg. Last but not least, this includes Dunja Hayali, the ZDF moderation all-rounder, who has been supporting the “heute-journal” since February.
On Wednesday she was on the road for the “ZDF morning magazine”. In Berlin’s “House of Futures” – the Futurium – she kept an eye out for the television of the future. Above all, however, according to the target groups of tomorrow. It doesn’t have to be GenZ. If one or the other millennial at least sometimes switches on the linear main program of ZDF, this would help to justify the 24/7 operation of the station and the total annual budget of ZDF of at least 2.4 billion euros – the advertising in the Mainzelmännchen Not even counting windows.
But even Dunja Hayali, who comes across as authentic in a leather jacket and trainers and who, like few others on ZDF, stands for openness and diversity with her street cred, was repelled by this target group. Given the rigid corset of linear broadcasting, neither the Berlin state school spokesman nor the YouTuber can imagine how this lost generation can be brought back.
They countered that even with a complete remodeling, the program scheme could not represent the range of topics and opinions. And “Terra X” and “Inspector Barnaby” also run too often on Neo to become a dream media destination for people under 30. After all, and Norbert Himmler can build on this, the ZDF media library is also a popular contact point for younger people. It’s not just Dunja Hayali who knows: there’s more to be found there than many people think.
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Source: Tagesspiegel
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