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1. Introduction
A Broadcasting Company goes Internet
Manfred Bogen , GMD, Germany
Michael Lenz , GMD, Germany
Susanne Zier , GMD, Germany
Abstract: This paper describes the experiences made in bringing the first German
broadcaster, Deutsche Welle, to the Internet. The approach presented is feasible for other
institutions and companies starting with Internet and WWW.
An integration of different value-added services like WWW, electronic mail, FTP and
WAIS was urgently needed. For cost, risks and speed reasons two external partners
supported the Deutsche Welle Internet task force: one for the layout and the information
design and one for the provision of the Internet connectivity and the operation and the
enhancement of the information service.
A properly defined business model, a guaranteed quality of service level and a secure access
to Internet was as crucial as statistics since the service start .
The time where Internet was a big playground for adults and children is almost over. Individuals, organisations
and governments use the Internet for a wide range of professional and commercial activities. Among them are
local, national and international broadcasters, TV and radio stations competing each other. The Internet and
especially the Internet application World Wide Web (WWW) is an ideal tool for them to deliver their program:
a world-wide coverage, multilingual and multimedial, and finally cost-effective. The first obstacle against the
use of this new medium is a quick and good start. External help is warmly welcomed. This was also the plan of
the Deutsche Welle (DW) to enter the Internet arena.
In the first chapter after the introduction we shortly present Germany's international broadcaster Deutsche
Welle and its program. The next two chapters describe the first common plan to have an Internet-based
program, how it was overridden by the Internet reality only three weeks after the service start and how a more
general plan has been set-up among the co-operation partners. The last chapter heading the conclusion shows
our experiences made in terms of statistics and quality characteristics. The conclusion sums up our lessons
learnt on our way to move the services to the Deutsche Welle responsibility.
2. Deutsche Welle
Deutsche Welle is Germany's international broadcasting service [Deutsche Welle 95]. Regular short-wave
transmissions started on May 3, 1953. Through its radio and television programs, Deutsche Welle provides
listeners world-wide with a comprehensive picture of political, cultural and economic life in Germany.
Deutsche Welle is chiefly financed with funds allocated by the Federal Government. Its annual budget for 1994
totalled approximately 600 million Deutschmarks.
In 1994, the management of Deutsche Welle decided to complement the traditional program branches radio
and television with new media. Its major objectives were to keep the multilingual program and the world-wide
coverage, to improve its information capabilities, and to allow a more flexible and fast communication with the
audience as soon and fast as possible. A small internal task force (subsequently called DW-Internet) was set up.
Internet applications like World Wide Web (WWW), file transfer (FTP) and electronic mail (email) seemed to
qualify to achieve the goals mentioned. Other broadcasting companies like 'BBC' and 'Voice of America' had
already started on the Internet as information and program providers. They have a similar mission like
Deutsche Welle. However, taking a pure business approach there was a certain uncertainty