New ways of advertising, new funding strategies and their influence on programme content and journalistic quality were the topics of a conference of the Alcatel-Lucent Stiftung, the Hans-Bredow-Institut and the Media Authority Hamburg/Schleswig-Holstein in Hamburg on 9 June 2009.
Refinancing media through advertising is becoming more and more difficult. This leads to the increasing relevance of new forms of advertising and financing. Against this backdrop, the conference aimed to discuss the opportunities for new models, for example product placement and micro financing, from both a practical and a scientific point of view, and to further comment on the risks they pose to high-quality content.
In the first part of the event, representatives of broadcasting organisations, production companies and the advertising industry discussed the potential of new ways of advertising and refinancing as well as their impact on practice.
The second part focused – from a research point of view – on how new strategies of financing affect the provision of quality content and how high-grade journalism may be protected and supported with regard to the economy of the Net. This also involved taking a look at new forms of offering, such as user-generated content, and their contribution to public communication.