“Simply sending content is no longer enough” – an interview with Henriette Heidbrink
An interview by Antonia Hirschmann
Prof. Dr Henriette Heidbrink heads the Online Journalism (BA) and Media, Science and Technology (MSc) study programmes at h_da hochschule darmstadt and is an active member of the Institute for Communication and Media (ikum). Her research focuses on format development, digital transformation and media morphology.
Ms Heidbrink, how did your passion for academia come about?
From an early age, I felt the urge to systematise things, interview people and develop theories – I certainly got that from my father, who is a psychologist. He explained the basics of empirical social research to me at a very early age. I was introduced to ‘dogmatic falsificationism’ as a child, but I only really understood it properly during my study programme.
How did you get into journalism?
I initially studied psychology for a year, but quickly realised that I was missing the creative aspect and the link to the media. After a brief stint as a banking apprentice, I decided to study media studies at the University of Siegen – in hindsight, exactly the right choice. I’ve always been interested in documentary and fictional formats. My actual entry into journalism came through a teaching post at Darmstadt University of Applied Sciences, which I took up in 2013.
What are your latest areas of research?
On the one hand, I’m working on theoretical and methodological aspects of media morphology. I analyse how different forms of digital media can be compared and how their structures are changing as a result of digitalisation. On the other hand, I’m focusing intensively on format development in public service broadcasting – particularly with regard to the digital transformation.
How did the project on format development at ARD come about?
The project came about by chance: I met Helmer Heim, who was then head of editorial at funk (Hessischer Rundfunk), and we realised we were both asking a similar question: how do successful media formats come about? This led to our first study on format development. Shortly afterwards, Christian Bernhardt from RheinMain University of Applied Sciences joined us. He brings a perspective on production and management to the table; we’re a well-coordinated team of three.
What exactly are you investigating?
We’re looking at how methods of format and content development in public service broadcasting (PSB) have changed – for example, through the use of design thinking or agile methods. Our research shows that there is indeed a typical form of format development within the ARD.
You’re also investigating how innovation processes emerge within public service broadcasting. How does this relate to format development?
An ARD-wide initiative has resulted in a ‘playbook’ for format development and an accompanying podcast – both born out of the own initiative of a number of format developers. This is rather unusual in public service broadcasting. We conducted interviews with those involved to find out how this initiative came about, what challenges there were and what worked well. The aim is to better understand and highlight innovation and transformation processes within the ARD. In future, we also want to consult management to find out how such initiatives are perceived.
Is there an example that illustrates how innovation and new formats have gone particularly well together?
‘Funk’, the youth programme from ARD and ZDF, is a good example. The processes developed there now serve as a model for other editorial teams. Key concepts are user-centredness and target-group orientation: formats are no longer created ‘from above’, but in close alignment with the audience’s needs.
Has public service broadcasting been too slow to change?
Certainly, some developments could have happened sooner. On the other hand, it was wise not to act hastily, but to observe first how new formats develop. A gradual transition prevents resistance and enables sustainable change. I believe we should support those who drive change forward – by giving them the freedom and resources to do so. Public service broadcasting is on the right track, but there is still much to be done.
What is putting public service broadcasting under such pressure to change?
Digitalisation has fundamentally changed the competitive landscape. As well as private broadcasters, public service broadcasting also competes with streaming platforms and influencers. These often operate without journalistic standards, yet still achieve a wide reach. Simply broadcasting content is no longer enough. Journalistic opportunities must not only inform, but also capture attention – for example, through gamification or a greater focus on opinion pieces.
Which formats are particularly effective at this?
Podcasts, for example – they combine information, opinion and personal storytelling. Formats such as ‘News-WG’ are an important addition, particularly for young people, who often find that traditional news programmes lack context.
What is your second field of research, media morphology, all about?
Media morphology is my own theoretical and methodological project of thought and writing. The central question here is: how can I carry out a comparative analysis given the sheer variety of digital media offerings? What steps make sense? I investigate how media offerings are structured and designed, and what overarching patterns exist – across different formats and platforms.
What developments will shape journalism and the media in the future, and what should media professionals be mindful of?
Technological developments, such as quantum computers in the future, will also have a major impact on the media landscape. Artificial intelligence, in particular, is already transforming and accelerating many processes – from the production to the distribution of content. Political influence via social media and radicalisation through the media are also causes for concern. All of this creates an enormous need for research. This is precisely where format development becomes important: we need to think boldly about how to generate positive momentum.
You have many projects: from research and teaching to consultancy and your podcast. Is there a project that is particularly close to your heart?
All my projects are close to my heart. I love the variety and the people I work with. On the ‘Pendant’ podcast, for example, which I co-host with my colleague Lars Rademacher, we explore digital and media phenomena and always meet fascinating people. I also really enjoy teaching the students. The challenge is to juggle all of it – with energy and enthusiasm, without overloading myself or getting stressed.