Deutsche Welle reinforces its position in the international media landscape

Bonn: Deutsche Welle (DW) is reinforcing its position in the international media landscape with a comprehensively revised television programme, a new online presence — at the new web address ( dw.de) and a new corporate design. At a press conference in Berlin on January 31, Deutsche Welle Director General Erik Bettermann referred to the set of changes as “a milestone for representing Germany better around the world.”

On February 6, 2012, DW will expand its Spanish television program for Latin America from two to 20 hours daily. The 24-hour schedule is completed with fours of German programming. According to Bettermann, this is all part of the reform process for Germany’s international broadcaster. The core of this process is being able to better communicate with the target audience through new, focused, language-based channels, regionalized programming and a variety of multimedia content that can be used online.

After receiving an introduction to the expanded Spanish-language program at the World Economic Forum in Davos on January 26, Mexican President Felipe Calderón said: “It is great to have a partner like Deutsche Welle broadcasting for 20 hours in Spanish. It opens up new opportunities in Latin America. The program will be a bridge to Europe, and Germany in particular.”

DW has tailored its TV lineups for other regions as well. The basis will be a new channel with 24 hours of English programming and will broadcast in North America, Africa, Asia and Australia. That will be expanded worldwide with regional channels focusing on other languages: In North and Latin America and Asia, the second channel will be made up of 20 hours of programming in German and four hours in English. In the Arab world, there will be a channel featuring 10 hours of Arabic programming and 14 hours of English; and in Europe, DW will broadcast 18 hours of English and six hours of German during primetime.

DW will also make use of more programming from the German public broadcasters ARD and ZDF for its new television lineups.

Leave a Reply