Markus Schächter

April 2008

The great challenge for public broadcasters in the multichannel world has been providing a public service while at the same time attracting large enough audiences to justify the license fee viewers must pay. ZDF, under the leadership of director-general Markus Schächter, has met this challenge head on. ZDF’s schedule is heavy in drama series, documentaries and news programming that consistently rate well. Schächter has spent most of his career at ZDF, starting in news and then moving to the programming department, where he held various positions before becoming the director of programming. Since 2002, he has been at the helm of ZDF and is now embracing the biggest test that all broadcasters are grappling with: moving ZDF into the digital age.

TV EUROPE: You have said that digitization is leading to the biggest upheaval since the introduction of commercial television in the 1980s. Why is it important for ZDF to embrace the digital revolution that is challenging all television broadcasters?

SCHÄCHTER: Digitization is changing the market and changing people’s viewing habits. The competition is intensifying. In Germany, ratings are now being measured for as many as 500 TV stations, and more keep coming onto the market. As the [traditional] media merge with the Internet, completely new international players—with big financial backing—are entering the arena. We have to respond to these developments. Our key advantage lies in our brand, our experience and our content. Although there are more and more ways of distributing television, one thing counts today and will count in the future: content is king. What we are also finding is a dramatic change in people’s viewing habits. Young people increasingly get their information from the Internet. Consumption of linear television is declining. So it is crucial to provide nonlinear on-demand services, which we have bundled in our video portal. Traffic on our ZDFmediathek platform is rising constantly, already making ZDF the leading broadcaster in on-demand television in Germany.

TV EUROPE: How is ZDF’s website supporting the channel and how has it been received by viewers?

SCHÄCHTER: The offerings on our website support all our programs with in-depth and additional information and other services. And our ZDFmediathek has now been running for three years. Viewers can use this platform to watch a large proportion of scheduled programs any time they like on their computers or TV sets, and it’s free of charge. The platform also provides additional interactive audiovisual features on, say, big international political events or important national topics. And our new services are proving popular. It is particularly interesting to see how we are reaching lots of young people who hardly ever watch the main schedule.

TV EUROPE: What kind of content is ZDF producing for mobile phones?

SCHÄCHTER: We are not producing special content exclusively for mobile distribution. From our digital information station ZDFinfokanal we do an hourly 100-second news program which is important for mobile viewing. Apart from this, we transmit the main linear schedule in the mobile TV standard DMB. Another platform—in the DVB-H standard—is being launched in Germany in time for the Euro 2008 European football championship, and ZDF will naturally be on board.

TV EUROPE: What are the programming strengths of the ZDF TV schedule?

SCHÄCHTER: ZDF remains particularly strong in the prime-time segment. This is where we concentrate the largest part of our programming investment. With information programs taking around 40 percent—a very high share of this investment—we regularly take first or second place in the overall market for this peak slot. We are very strong in fiction formats like TV movies and serials, as well as in high-quality documentaries. Our daily news magazine heute-journal—the most successful one in Germany—also guarantees prime-time quality with high ratings.

TV EUROPE: What areas of the schedule need improvement?

SCHÄCHTER: We have some weaknesses in the afternoon schedule, and we’re tackling them systematically. I also see room for improving the development of our comedy and [entertainment] programs. On the other hand, we have established a very successful comedy format in prime time: I was delighted with last year’s introduction of our political satire show Neues aus der Anstalt. So we are making good progress.

TV EUROPE: In ZDF’s coverage of the Euro 2008 and the Beijing Olympics, what kind of resources can a public broadcaster offer that a commercial broadcaster could not?

SCHÄCHTER: Professionalism and experience. We have an excellent sports desk. Our team has experts in all the important sports. We have continuity going back many years, especially in our coverage of the major events. This gives us a huge lead in terms of the expertise of our producers, journalists, engineers and production staff. We put this to the test again only recently. At the beginning of the year, we won back—at very short notice—the broadcasting rights to the ski jumping at the Four Hills Tournament, which for several years had gone to RTL. The positive reaction of so many viewers, as well as sports journalists, confirms that we delivered top-quality coverage with hardly any time for preparation. This really highlighted the difference between the commercial way of working seen in recent years and our treatment based on quality journalism.

TV EUROPE: Why has it been a priority for ZDF to be a leader in the production of documentaries?

SCHÄCHTER: Documentaries are central to our remit—providing education and information. Here, too, over the years we have built up a vast treasure trove of experience and programs. Internationally, we are a highly appreciated and sought-after partner and supplier. We enjoy special recognition in the fields of contemporary history, history and science.The leading role we play in this genre has become a central pillar of the ZDF brand.

TV EUROPE: What has ZDF contributed, and continues to contribute, to the documentary genre?

SCHÄCHTER: Starting from classic documentary making, we have evolved strongly in the direction of docudrama, especially on the grand topics. This year we are presenting a ten-part documentary on the history of the Germans. We are also putting renewed effort into science topics, including environmental issues, climate change—the big story of our planet. Productions like 2057: Unser Leben in der Zukunft or The Future is Wild have shown how we can use new technologies to present material in ways that were previously unimaginable.

TV EUROPE: What are some of the issues and challenges facing German society that ZDF feels compelled to follow on an on-going basis as a service to its viewers?

SCHÄCHTER: Migration and integration of foreigners in Germany is an issue that concerns people in our country. It is one of the biggest social challenges of our time. Last year, we devoted an entire week of programming to this subject. Other program focuses have been on the environment, climate and the consequences of demographic trends. For instance: What does it mean for our future if the elderly become a bigger and bigger proportion of society and the young represent an ever smaller share?

TV EUROPE: The E.U. is lifting restrictions on product placement. Will ZDF start including product placements in some of its shows?

SCHÄCHTER: No. Our position on this is clear. We will not make use of the new opportunities.

TV EUROPE: What do you think of French President Nicolas Sarkozy’s proposal that would ban commercials on public broadcasters and that income lost from the ad ban be compensated in part by an “infinitesimal” sales tax on new media. Is this a viable proposal? Would it work in Germany?

SCHÄCHTER: I don’t believe this is realistic as a way forward for Germany. Proposals to increase the license fee for public-service broadcasting always spark a very [lively] discussion in Germany. Advertising revenues only contribute a small part of our funding, and we cannot run commercials after 8 p.m. Nevertheless, the commercials do save the viewer €1.50 a month in fees. So it’s a balance: They benefit without being exposed to excessive advertising.

TV EUROPE: You have been at ZDF for many years. What do you love about the company and what has kept you there so long?

SCHÄCHTER: ZDF is a fantastic company—with highly professional and highly motivated people. That is something I’ve experienced in all sorts of positions—as a program producer, head of department, head of planning, director of programming and, now, in my role at the top of the company. So you see, you can achieve a great deal at ZDF if you want to. What’s more, as a central broadcaster we can get things done and be very proactive. Leading this company into the digital future is the most wonderful task I can imagine.