Media becomes competitive through innovation
The Radio Bremen is the independent public radio corporation of the region of Bremen and provides a wide range of TV programs, including news, education, culture and entertainment. In addition, there are four radio programs and a very useful online service related to news and information. With a view to the future, the Radio Bremen realised that in order to increase its market share in the broadcasting market, it needed to adopt innovative technologies. However, innovative production was difficult to implement with existing workflows and structures and a new subsidiary called "bremen4u GmbH" was born on December, 2002. The "bremen4u GmbH" constitutes a one-of-a-kind undertaking in the history of German public broadcasting companies. Motivated by SMARTCAST innovations, such as the Produce Once Publish Everywhere, the company implemented new, efficient workflows and an effective content management system. In turn, these adoptions have led to a modern production process and have substantially contributed to taking over the Radio Bremen Community by the "bremen4u GmbH". More specifically, a set of spots has also been developed that has been presented on the web and broadcast on TV. Although these spots require appropriate external, public technical pre-conditions, these will become unnecessary in the years to come with the realisation of Digital Video Broadcasting in Bremen. Interestingly enough, a completely new web design has been employed to turn the online services into a financially competitive service. Exploiting a hardcopy magazine and the broadcasting/TV channels, they offer multifaceted information about leisure activities and event news. Consequently, a cross-promotion concept for radio/TV/Online becomes a reality with numerous new advertising and marketing possibilities for the acquisition of new customers who want representation on all media.
