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Deutscher Bundestag Drucksache 17/1290 17. Wahlperiode 24. 03. 2010 Unterrichtung durch die Deutsche Welle Evaluationsbericht 2010 der Deutschen Welle Inhaltsverzeichnis Seite Vorwort . 8 Zusammenfassung . 9 1 Grundlagen Deutsche Welle . 11 1.1 Auftrag und Deutsche Welle-Gesetz . 11 1.2 Übersicht: Angebote und Aktivitäten der DW . 11 1.3 Entwicklung der Angebote und Aktivitäten . 12 1.3.1 DW-RADIO . 12 1.3.2 DW-TV . 13 1.3.3 DW-WORLD.DE. 13 1.4 Finanzierung . 14 1.5 Aufgabenplanung 2007 bis 2010 . 15 1.6 Fortschreibung und Perspektiven für den deutschen Auslandsrundfunk . 15 1.7 Wettbewerbsumfeld . 16 1.7.1 Großbritannien: BBC . 16 1.7.2 USA: Broadcasting Board of Governors (BBG) . 17 1.7.3 Frankreich: RFI, France24, TV5 Monde . 18 1.7.4 Russland: Russia Today, Rusiya Al Yaum, Voice of Russia . 19 1.7.5 China: CCTV und China Radio International (CRI) . 20 1.7.6 Europa: Euronews . 20 2 Evaluation bei der Deutschen Welle . 20 2.1 Rechtliche Grundlagen . 20 Zugeleitet mit Schreiben der Deutschen Welle vom 22. März 2010 gemäß § 4c des Deutsche-Welle-Gesetzes. Drucksache 17/1290 – 2 – Deutscher Bundestag – 17. Wahlperiode Seite 2.2 Evaluationsgegenstand . 21 2.3 Evaluationsform . 21 2.4 Ziele der Evaluation . 21 2.5 Qualitätssicherung der Evaluation . 21 2.5.1 Standards der Evaluation . 21 2.5.1.1 Nützlichkeit . 22 2.5.1.2 Durchführbarkeit . 22 2.5.1.3 Fairness . 23 2.5.1.4 Genauigkeit . 23 2.5.2 Einbeziehung von externem Sachverstand beim Evaluationsdesign . 24 3 Konzeptionelle Grundlage der Evaluation . 24 3.1 Logisches Modell . 24 3.2 Anwendung des logischen Modells bei der DW . 24 3.3 Stufen und Indikatoren bei der DW . 26 3.3.1 Ressourcen . 26 3.3.2 Aktivitäten . 27 3.3.3 Output . 27 3.3.4 Kurzfristige Ergebnisse . 27 3.3.4.1 Nutzung . 28 3.3.4.2 Wahrgenommene Qualität . 28 3.3.5 Mittel- bis langfristige Ergebnisse . 30 3.3.6 Kontextfaktoren . 32 4 Informations- und Datengrundlage . 33 4.1 Repräsentative Befragungen . 34 4.2 Tiefeninterviews und Gruppendiskussionen . 35 4.3 Nutzerbefragungen . 35 4.4 Technische Messung der Nutzung der Onlineangebote . 35 4.5 DW-interne Statistiken . 36 4.6 Weitere Informationsquellen . 36 4.7 Einbeziehung von Sachverstand aus dem In- und Ausland . 36 5 Grundsätzliche Vorgehensweise . 36 6 Ressourcen und Aktivitäten . 36 6.1 Produktion . 37 6.1.1 Programmdirektion . 38 Deutscher Bundestag – 17. Wahlperiode – 3 – Drucksache 17/1290 Seite 6.1.2 Fernsehdirektion . 39 6.2 Distribution . 40 6.3 Strategische Maßnahmen . 42 6.3.1 Qualitätssicherung . 42 6.3.2 Fortlaufende Optimierung und Evaluation . 43 6.3.3 Zusammenlegung der Radio- und Onlineredaktionen . 44 6.3.4 Kooperation mit ARD und ZDF . 45 7 Output und kurzfristige Ergebnisse . 45 7.1 Weltweite Entwicklungen und regionenübergreifende Angebote . 45 7.1.1 Kontextfaktoren: Rahmenbedingungen auf den Medienmärkten . 46 7.1.1.1 Pressefreiheit . 46 7.1.1.2 Medienmarkt und Mediennutzung . 47 7.1.1.3 Wettbewerbsumfeld . 49 7.1.2 Output: Medienangebote der DW . 49 7.1.3 Kurzfristige Ergebnisse: Nutzung der Angebote . 51 7.1.3.1 DW-TV . 51 7.1.3.2 DW-RADIO (Deutsch und Englisch) . 51 7.1.3.3 DW-WORLD.DE . 52 7.1.4 Kurzfristige Ergebnisse: Qualität der Angebote . 52 7.1.4.1 Deutschsprachige Angebote (TV, Radio, Online) . 52 7.1.4.2 DW-TV Basisprogramm . 53 7.1.4.3 DW-RADIO/DW-WORLD.DE/Englisch . 54 7.1.4.4 Sprachkurse . 55 7.1.5 Fazit regionenübergreifende Angebote . 55 7.2 Arabischsprachige Welt und Iran . 56 7.2.1 Kontextfaktoren: Rahmenbedingungen auf den Medienmärkten . 57 7.2.1.1 Pressefreiheit . 57 7.2.1.2 Medienmarkt und Mediennutzung . 58 7.2.1.3 Wettbewerbsumfeld . 59 7.2.2 Output: Medienangebote der DW . 60 7.2.3 Kurzfristige Ergebnisse: Nutzung der Angebote . 61 7.2.3.1 DW-RADIO . 61 7.2.3.2 DW-TV . 62 7.2.3.3 DW-WORLD.DE . 62 7.2.4 Kurzfristige Ergebnisse: Qualität der Angebote . 63 7.2.4.1 DW-RADIO/DW-WORLD.DE/Arabisch . 63 7.2.4.2 DW-TV ARABIA . 64 7.2.4.3 DW-RADIO/DW-WORLD.DE/Persisch . 65 7.2.5 Fazit Arabischsprachige Welt und Iran . 66 Drucksache 17/1290 – 4 – Deutscher Bundestag – 17. Wahlperiode Seite 7.3 Afrika Subsahara . 67 7.3.1 Kontextfaktoren: Rahmenbedingungen auf den Medienmärkten . 68 7.3.1.1 Pressefreiheit . 68 7.3.1.2 Medienmarkt und Mediennutzung . 68 7.3.1.3 Wettbewerbsumfeld . 69 7.3.2 Output: Medienangebote der DW . 71 7.3.3 Kurzfristige Ergebnisse: Nutzung der Angebote . 72 7.3.3.1 DW-RADIO . 72 7.3.3.2 DW-TV . 75 7.3.3.3 DW-WORLD.DE . ..
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