Forty Years of German Public Television and Its Audience Driven Commercialization

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Forty Years of German Public Television and Its Audience Driven Commercialization “In Search of the Audience” Forty Years of German Public Television and its Audience Driven Commercialization By ©2011 Bärbel Göbel Submitted to the graduate degree program in Film and Media Studies and the Graduate Faculty of the University of Kansas in partial fulfillment of the requirements for the degree of Doctor of Philosophy. ________________________________ Chairperson Dr. Tamara Falicov ________________________________ Dr. Michael Baskett ________________________________ Dr. William Keel ________________________________ Dr. Catherine Preston ________________________________ Dr. John Tibbetts Date Defended: March 31, 20 The Dissertation Committee for Bärbel Göbel certifies that this is the approved version of the following dissertation: “In Search of the Audience” Forty Years of German Public Television and its Audience Driven Commercialization ________________________________ Chairperson Dr. Tamara Falicov Date approved: March 31, 2011 ii Abstract The long established dichotomy between public and commercial television into elite and mass programming, or commercial and public stations, has been changing in recent years. The divide is narrowing and many public stations, especially in Europe, attract large and devoted audiences and work with the commercial sectors in their respective countries. The changing television marketplace and vast amount of available programming has created niche markets and thus programming designed to attract specific audiences. Public and commercial stations alike have to attract audiences to keep afloat, be it through advertisers or government funding. Within the constraints of its basic assumptions that television is business-oriented and that all audiences are assumed “ideal” audiences within the industry, this study argues that there is an active (symbiotic) relationship between the industry and the “ideal” audience with regards to German television and the ARD series Tatort. Rooted in Mittell’s modified circuit-of-culture, this study discusses forty years of German television history via its most established television drama, Tatort (1970- ). In each decade starting in 1970, it becomes evident that the public providers, reacting to competition, altered their programming to reflect not only changes in regulation but also in audience composition and expectations. The conclusion reached is that a) the “ideal” audience does have agency, even if assumed and then executed by the broadcaster, and b) that the audience is a vital part of television production, and is therefore commodified by the networks. iii Acknowledgments It is a pleasure to thank those who made this work possible, especially my advisor Dr. Tamara Falicov, my editor, teacher and friend Dr. Ron Wilson, and the Professors who agreed to work with me on this dissertation, Dr. Baskett, Dr. Preston, Dr. Tibbetts and Dr. Keel. I found many helpful people and interview partners at the local German television Stations NDR, SWR, WDR, and the RBB. I would like to especially thank Doris Heinze, and the Tatort producers Mende and Ramcke at Studio Hamburg, Melanie Wolber and Ulrich Herman, Dr. Gebhard Henke, Dr. Schröder-Zebralla, and Gregor Winkowski at Ziegler Film in Berlin. This dissertation would not have been possible if it were not for the help, and extensive knowledge and willingness to share that knowledge, of Francois Werner, creator and administrator of www.tatort-fundus.de. His insights and help were unequalled and I owe my deepest gratitude. It is an honor for me to thank my friends Anja Frey and Sanja Ludwig who have helped me to overcome technical difficulties and have been extraordinary in their efforts to collate data for me. Silvia Prickler deserves a special acknowledgment for making the access to over 700 episodes look non-problematic. I am indebted to many of my friends and roommates for their patience, willingness to listen and encouragement during this process. Mona, Brian and Julius, you rocked my grad-school world. I am grateful for my parents and their help in bringing German television just a little closer to the US. Thank you for believing in my work. iv Table of Contents Glossary…………………………………………………………………………………viii Introduction: Producing Entertainment and Serving Public Interest……………………...1 The German Television Industry………………………………………………...12 Technology and Textual Form…………………………………………………...16 Democratic Regulation/Everyday Life…………………………………………..19 Cultural Representation………………………………………………………….21 Literature Review………………………………………………………………..22 Dissertation Outline……………………………………………………………...28 Chapter 1: Leading the Way and First Competition……………………………..............31 A Young Industry………………………………………………………………..34 Union in a Struggle………………………………………………………………37 The First “Ideal” Audience………………………………………………………39 A Love-to-See-Evil Relationship………………………………………………...42 Curtain Call for Reality…………………………………………………………..46 For Crying out Loud – The Democratic Audience………………………………53 The Poison Locker……………………………………………………………….57 Chapter 2: Let the Battle Begin - Introducing Commercial Television, TV II (a)…..…..63 Industry Changes – ARD and ZDF Face the Free Market in Competition……...67 Changing the Rules and Adapting the Format Bible – Tatort Meets the Challenge………………………………………………………………………...74 When Cultures Clash – Tatort changes Faces…………………………………...77 Justifying Public TV – Audiences and Tatort……………………………………86 v Chapter 3: A New Germany, A New Audience, and the Explosion of Domestic Production………………………………………………………………………..91 Industry…………………………………………………………………………..93 Programming……………………………………………………………………..96 Tatort………………………………………………………………………….....98 The New Detectives…………………………………………………………….100 Gender Texts……………………………………………………………………101 Trends…………………………………………………………………………..104 Technology……………………………………………………………………..108 Region…………………………………………………………………………..110 Trasnsitioning into Maintained Excellence…………………………………….113 Chapter 4: The Revolution is Over; The New Media Age Begins – Tatort Adapts to the TVIII Era………………………………………………………………………..116 Programming to Win Audiences………………………………………………..119 Long Form Narrative…………………………………………………………...123 Genre-Hybrid…………………………………………………………………...131 Audiences Share Their Voices………………………………………………….134 Cultural Representations………………………………………………………..138 Industry/New Technologies in TVIII…………………………………………...140 Internet Advances………………………………………………………………142 Conclusion: An End…Is not in Sight…………………………………………………..148 Decade Number Five…………………………………………………………...153 Appendix………………………………………………………………………………..154 vi Appendix 1: Broadcast Penetration/Separation/Regionality…………………...154 Appendix 2: Tatort Format Bible………………………………………………157 Appendix 3: Broadcast Services State Treaty (Introduction & Excerpts)……...160 Appendix 4: Ratings……………………………………………………………162 Notes……………………………………………………………………………………166 Bibliography……………………………………………………………………………170 vii Glossary ARD (German Public TV Network) Arbeitsgemeinschaft der öffentlich-rechtlichen Consortium of public-law broadcasting institutions Rundfunkanstalten der Bundesrepublik Deutschland of the Federal Republic of Germany BR Regional Pubcaster (4th largest income) Bayerischer Rundfunk Bavarian Broadcasting BRD FRG Bundesrepublik Deutschland Federal Republic of Germany CDU Christian Democratic Union (political party) CSU Christian Social Union of Bavaria (political party) DMB Digital Multimedia Broadcasting DDR GDR Deutsche Demokratische Republik German Democratic Republic Die Degeto Film GMBH (Degeto) ARD and its subsidiaries are the proprietors of Film purchasing arm of the ARD and its Degeto – subsidiaries Degeto is a commercial company GEZ Gebühreneinzugszentrale des öffentlich-rechtlichen The German agency for broadcasting fee Fernsehens der BRD administration HR Regional Broadcaster- Hessischer Rundfunk Hesse Broadcasting MDR Regional Broadcaster- Middle German Mitteldeutscher Rundfunk Broadcasting Saxony, Saxony-Anhalt, Thuringia NDR Regional Pubcaster (3rd largest income) Norddeutscher Rundfunk North German Broadcaster Lower Saxony, Hamburg, Schleswig-Holstein, Mecklenburg-Vorpommern viii PRO7 Commercial Network PBS Public Broadcast Service (USA) PSB Public Service Broadcaster(s) RB Regional Pubcaster (lowest income) Radio Bremen Radio Bremen RBB Regional Pubcaster Rundfunk Berlin-Brandenburg Broadcast Berlin-Brandenburg RTL Commercial Network Radio Télévision Luxembourg SAT1 Commercial Network SPD Social Democratic Party of Germany (political party) SR Regional Pubcaster (2nd lowest income) Saarländischer Rundfunk Saarland Broadcasting SWR Regional Pubcaster (2nd largest income) Südwestrundfunk South West Broadcasting Baden-Württemberg and Rhineland-Palatinate WDR Regional Pubcaster (largest income) Westdeutscher Rundfunk West German Broadcasting North Rhine-Westphalia ZDF (German Public TV Station) Zweites Deutsches Fernsehen Second German Television ix Introduction Producing Entertainment and Serving The Public Interest 1 Introduction The long established dichotomy between public and commercial television into elite and mass programming, or commercial and public stations, has been changing in recent years. The divide is narrowing and many public stations, especially in Europe, attract large and devoted audiences and work with the commercial sectors in their respective countries. Much has been written on transformations in informative public programming, but little attention has been devoted to the entertainment programming of public stations and their effort to establish themselves in the commercial market. The changing television marketplace and vast amount
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