Sector information
Munich – A media metropolis
- Munich's media industry 1 - Industry overview 2 - Print 2 - Press 4 - Broadcasting 5 - Film 6 - Gaming 8 - Music 9 - Marketing and market research 10 - Education and training 12 - Clusters and networks 14 - Congresses and trade fairs 16 - Who to contact on media issues 16
Munich's media industry
Following on from a study of the cultural and creative industries in the Munich Metropolitan Region (EMM) published by the Office of Cultural Affairs in 2012, the findings of the second Data Report on the Cultural and Creative Industries were presented at the end of January 2016. The study explores the economic structures and trends that underpin the cultural and creative industries in the Munich metropolitan region. Once again, the findings of the 2016 data report exceeded the expectations of the initiators and pundits alike: A comparative view of the EU's regions shows that above-average growth in these industries has now projected the Munich Metropolitan Region into first place (source: Datenreport zur Kultur- und Kreativwirtschaft in der Landeshauptstadt München 2016).
The cultural and creative industries break down into eleven segments: the music industry, books, the film industry, broadcasting, the press, advertising, the software/games industry, the art market, the visual arts, design and architecture (source: Datenreport zur Kultur- und Kreativwirtschaft in der Landeshauptstadt München 2016).
Published by: City of Munich, Department of Labor and Economic Development Herzog-Wilhelm-Strasse 15, 80331 München, Germany, www.muenchen.de/arbeitundwirtschaft Responsible for contents: Ursula Grunert, Phone: +49 (0)89 233-2 25 22 Fax: +49 (0)89 233-989-2 20 70, [email protected] The majority of the segments investigated in the study of the cultural and creative industries are part of the media sector. A closer look at the music, books, films, broadcasting, press, advertising and software/games markets reveals high levels of employment, a large number of companies and impressive revenue in these segments: The core media sector – self-employed persons and companies that generate annual revenues of over EUR 17,500 – accounts for 58% of the companies, 76% of the gainfully employed individuals and 80% of total revenue in Munich's cultural and creative industries. Needless to say, the media industry and its various segments are of tremendous importance to the cultural and creative sector. The study's impressive figures attest to Munich's leading position – nationally and internationally as a creative and media hub (source: Datenreport zur Kultur- und Kreativwirtschaft in der Landeshauptstadt München 2016).
Industry overview
Germany's publishing houses and bookstores have for several years found themselves competing with new media. Revenue in the industry has remained stable in recent years, but the number of buyers is in constant decline. Whereas 29.6 million still bought at least one book each in 2016, this figure fell to 23.2 million in 2017. Although the remaining buyers purchased slightly more books on average in 2017 than in the previous year, German publishers and bookstores saw their revenue edge down year on year to EUR 9.13 billion. Although stationary bookstores' online business is growing, that was not enough to make up for the drop in sales at bricks-and-mortar outlets. New sales channels and new media are keeping publishers, booksellers and customers busy. The trend toward e-books, for example, continues unabated (source: Börsenverein des Deutschen Buchhandels).
Munich is home to 1,300 companies on the book market which, together, generate revenue of around EUR 1.4 billion. Contrary to the nationwide trend, the book market in the Bavarian capital has experienced surprisingly positive development: Whereas employment figures in the German book market dwindled constantly, Munich saw socially insured jobs in this segment increase by 22% in the same
Page 2 period. Approximately 5,200 people work in the book market – 71% of them for publishing houses and 17% in book retail. In terms of revenue, the national book market shrank by 7% in the period under review, while the Munich book market posted a gain of 15% (source: Datenreport zur Kultur- und Kreativwirtschaft in der Landeshauptstadt München 2016).
Venerable household names such as C.H.Beck and Carl Hanser call Munich their home. In the guidebooks segment, publishers Gräfe und Unzer, BLV, Callwey and Hirmer lead the field nationwide. The educational publishing market is similarly well represented in Munich, with Hueber, Oldenbourg, Bayerischer Schulbuchverlag and Langenscheidt. Meanwhile, the process of consolidation is in full swing, driven by key player Random House, which has so far brought more than 40 brands – including Goldmann, Heyne and C. Bertelsmann – into its ever more expansive fold.
Events
• Bayerischer Buchpreis Prizes are awarded for the best new German books of the year in the fiction and non-fiction categories www.bayerischer-buchpreis.de/
• Book meets Film Under the aegis of the Munich Film Festival, this competition targets publishers with books that have the potential to be adapted for the big screen www.boersenverein-bayern.de/de/portal/Book_meets_Film/
• eBookCamp Platform for dialogue surrounding new formats, perspectives and risks in the book industry www.muenchen.ebookcamp.de/
• Literaturfest München International literature event held every year at the end of November/start of December. The Geschwister-Scholl Prize and the LiteraVision television prize are awarded www.literaturfest-muenchen.de/
Page 3 Press
Munich is home to a number of large and successful newspapers and publishers. Süddeutsche Zeitung (print), for example, has a circulation of 453,000, a reach of 15.4 percent and once again posted record earnings in 2018. The “SZ”, as it is known, thus ranks as the country's top supraregional daily/weekly newspaper (source: Süddeutsche Zeitung). One of Germany's highest-circulation magazines likewise comes from Munich: ADAC Motorwelt is the individual medium with by far the most extensive reach in Europe (source: ADAC).
Munich is one of several key locations for Burda Media, one of Germany's biggest media companies. Around 2,300 employees currently produce several magazines in Munich, where the Burda Style Group bundles media such as fashion and entertainment magazines, including Bunte, Instyle, Elle, Freundin or Harper’s Bazaar. Its print media have long since been mirrored on the web, including online communities (source: Hubert Burda Media).
Munich is also home to Condé Nast Verlags GmbH, set up here as the parent company's German subsidiary in 1978. Vogue, Glamour, men's lifestyle magazine GQ, men's fashion magazine GQ Style and home and design periodical AD (Architectural Digest) are currently published on the banks of the Isar. In 2000, Condé Nast went a step further, launching the sibling company Condé Nast Digital Germany GmbH in Munich as well to handle editorial support and marketing for the magazine's website (source: Condé Nast Verlag GmbH).
The rapid advance of digitization is posing a stiff challenge to the press in general. To combat dwindling advertising business, publishers are going on the offensive and committing to cross-media strategies. To this end, newspaper and magazine publishers have been enlarging up their digital footprint in recent years.
Events
• Bayerischer Printmedienpreis Awards presented in recognition of outstanding developments by publishers and print companies www.bayerischer-printpreis.de/
Page 4 Broadcasting
Public and private broadcasting companies design, create and broadcast radio and TV programs comprising every conceivable audiovisual format. The unstoppable trend toward digitization is being implemented successfully in this context. Digital channels such as streaming services and video-on-demand services are becoming ever gaining in popularity among users.
¯ Radio
Munich boasts a broad-based and very varied selection of radio programs. Numerous radio stations are headquartered in the Bavarian capital, including Antenne Bayern, Bayerischer Rundfunk and an array of local broadcasters, such as Radio Gong, Charivari and Energy. Munich is also home to Institut für Rundfunktechnik GmbH (IRT), the research organization that serves public broadcasters in Germany, Austria and Switzerland.
In 2017, Bayern 1 was voted the most popular radio station in Bavaria. According to the Media Analysis Workgroup (agma), an average of 912,000 people per hour listen to this Bayerischer Rundfunk (BR) program in Bavaria on working days. Antenne Bayern, the undisputed market leader for many years in the past, only managed 900,000 listeners in the year under review (source: agma).
¯ TV
Almost the entire German free-to-air TV landscape – including Das Erste (BR) and ZDF (regional studio), ProSieben, Sat.1, kabel eins, RTL II, Das Vierte, Tele5, Eurosport, Sport1, 9Live and the home shopping channels HSE24 and HSE24 Extra – is based in and around Munich. This ultra-modern environment also attracts major international players: In Unterföhring, Turner Broadcasting System, part of Time Warner, operates film channel TNT Film, series channel TNT Serie featuring the comedy block [adult swim], children's channels Cartoon Network and Boomerang. Other companies only a few minutes away from the city center include Paramount Home Entertainment (Germany) GmbH, which is responsible for the marketing of film productions, satellite operator ASTRA Deutschland GmbH and Vodafone Kabel Deutschland, Europe's biggest cable network operator.
Page 5 Munich's premium position in the German film and TV industry is underscored by the fact that content too is produced here on the Isar. A number of production firms have sprung up around the broadcasting community, including industry heavyweights such as Janus TV, Tresor TV, megaherz, Production Service GmbH (PSG) and ndF, the "new German film company".
Film
The film market in particular occupies a pre-eminent position in Munich. Nearly 1,500 companies in the Bavarian capital generate revenue of EUR 1.7 billion. 49% of this figure is generated by film/TV production, followed by 42% from film distribution (source: Datenreport zur Kultur- und Kreativwirtschaft in der Landeshauptstadt München 2016).
Filming is booming in Munich. Local government granted 1.082 permits to shoot films in public spaces in 2017. Since February 2016, the city has also operated a Film Service Office (Servicebüro Film) whose mission is to provide more comprehensive service to the industry, but also – and above all – to ensure that permit processes for filming in public spaces are processed more quickly (source: Servicebüro Film). For further information please have a look at the website of the Film Service Office: www.muenchen.de/.
An additional point of contact in Munich's local administration is the City of Munich's Film Officer (at the Department of Labor and Economic Development), who is supported by the Point of Single Contact (PSC) team for corporate customers. The PSC passes on the right contact details and, where necessary, handles liaison between the film industry and local government (source: PSC). More information about the PSC and relevant contact data are posted on the Internet at: www.muenchen.de/. The Department of Labor and Economic Development also supplies a list of who to contact for filming permits. This information is contained in the location information bulletin “Filming in Munich”: www.wirtschaft-muenchen.de/publikationen/pdfs/drehgenehmigungen_e.pdf.
Funding agency FilmFernsehFonds Bayern (FFF) raises the volume of subsidies it provides every year (with a record total of EUR 39 million distributed in 2017), thereby facilitating economically successful productions. In 2017, the program is also open to international series projects. In addition, the agency assists with the
Page 6 search for suitable locations (source: FilmFernsehFonds Bayern). More information about the FFF agency, complete with contact data, is posted on the Internet at: www.fff-bayern.de/en.
The beating heart of Munich's film industry is the Bavaria Film Group, with its numerous subsidiaries. Headquartered in the Geiselgasteig district since 1919, it provides a full-line service portfolio for film and TV productions. In fiscal 2016/2017, Bavaria Film GmbH reported revenue of EUR 223.8 million (previous year: EUR 202.3 million) and operating profit of EUR 13.1 million (previous year: EUR 6.9 million). The Bavarian Film Center (Bayerisches Filmzentrum) on the premises of Bavaria Film constitutes an ideal launch pad for budding producers and young media companies (source: Bavaria Film Gruppe).
Germany's largest independent film licensing enterprise is Constantin Film AG, which certainly stands up to comparison with the major US studios. The success of this Munich-based company was largely attributable to Bernd Eichinger, who died in early 2011. In his honor, the City of Munich has renamed the square in front of the HFF University of Television and Film the “Bernd-Eichinger-Platz”.
Of the more than 20 Oscars won by the German film industry in the history of the Academy Awards, the majority have close ties to the film community in Munich. For example, film technology of the very highest standard – for use in Hollywood too – is rolled out in the Bavarian capital. ARRI, a global player based in Munich since 1917, has so far won no fewer than 19 technical awards for its legendary innovations in the field of film production. Its most recent success came in February 2017, when the Munich company won the highest award presented by the Academy of Motion Picture Arts and Sciences in the category “Film Technology” for its development of Alexa digital cameras.
Events
• animago AWARD & CONFERENCE Animation award and international conference on 3D animation www.animago.com/
• Bayerische Filmwoche Forum for film distributors, presenation of the “Pierrot” (the Bavarian Film Prize) and a film ball www.deutscherfilmball.de/
Page 7 • cinec International trade fair for cine equipment and technology, presentation of the cinecAwards www.cinec.de/
• DOK.fest International documentary film festival www.dokfest-muenchen.de/
• Filmfest München International film festival focused on movies www.filmfest-muenchen.de/
• i4c Symposium on the subject of innovation in motion pictures www.i4c-event.com
Gaming
The German market for computer and video games is growing. According to the GAME Association of the German Gaming Industry, more than 500 companies in Germany now develop and distribute games. Munich is a mainstay of this industry, ranking behind only Hamburg, Berlin and the Rhine-Main region. Numerous development studios and publishers are headquartered here: international players such as Activision/Blizzard, Take 2 Interactive, Koch Media, established local companies such as Travian Games and Kalypso, and young firms such as MegaZebra GmbH and Mimimi Productions (source: Verband der deutschen Games-Branche).
Every two years, the German Computer Games Award (DCP) – a joint initiative by the business community and the German Bundestag – is also presented in Munich. The venue for the DCP awards ceremony alternates each year between Munich and Berlin. To cater to the sheer diversity of computer games, DCP awards are currently presented in 13 categories (source: Deutscher Computerspielpreis).
For some years now, the gaming industry too has been eligible for financial support from the funding agency FilmFernsehFonds Bayern (FFF). For the year
Page 8 2018, the FF set aside EUR 1.9 million to subsidize games development (source: FilmFernsehFonds Bayern).
Events
• Deutscher Computerspielpreis Awards for innovative computer and video games www.deutscher-computerspielpreis.de/
Music
Munich is rightly regarded as one of the great music metropolises of Europe and leads the field in a number of areas. No other European city can boast so many highly respected recording SMEs and independent labels. The list – taking in ECM Records and ENJA, ACT and Winter & Winter, Trikont and GOMMA, NEOS and many more besides – is nothing if not impressive. The Bavarian capital is the venue of choice for music publishers, recording labels, promoters, sound studios, composers, musicians, full-service providers such as the music support group and Sony Music Entertainment Germany.
The Bavarian capital is also home to the Munich Philharmonic, one of the top orchestras in the world. Conducted by such historic luminaries as Gustav Mahler, Richard Strauss, Wilhelm Furtwängler, Herbert von Karajan, Felix von Weingartner, Siegmund von Haussegger and Oswald Kabasta, the ensemble has, since its inception in 1893, built a towering European orchestral tradition. Valery Gergiev took over as head conductor in the 2015/2016 season. Under his lead, the orchestra has already guested in a number of European cities, as well as in Japan, China, Korea and Taiwan.
Events
• FilmTonArt Forum and central meeting place on the subject of film music www.br.de/unternehmen/inhalt/filmtonart/
Page 9 • Klangfest München Festival on the Saturday before Whit in the Gasteig cultural center www.gasteig.de/veranstaltungen/klangfest
• Münchner Lange Nacht der Musik Music event staged every May www.muenchner.de/musiknacht/
Marketing and market research
• Marketing
A large number of advertising agencies have their headquarters in Munich, including the Serviceplan Group – the largest owner-run/independent advertising agency in Europe. The major international networks have likewise either set up shop here or bought their way into Munich. The Heye Group, for instance, is part of the New York-based DDB Worldwide Communications Group (the biggest agency network in the world).
The Internet agency rankings published by the German Digital Industry Association (Bundesverband Digitale Wirtschaft e.V.) serve as a barometer of the German Internet agency landscape and are compiled each year in collaboration with cooperation partners HighText iBusiness, Horizont and W&V Werben & Verkaufen. As in the previous year, the Munich-based Plan.net agency came second in the 2018 rankings. Of the ten biggest full-service digital agencies listed in the revenue rankings, Munich is also represented by Reply – Digital Experience and SinnerSchrader (source: Bundesverband Digitale Wirtschaft e.V. [BVDW]).
Once a year, trade journal “W&V Werben & Verkaufen” presents the German Media Prize (Deutscher Medienpreis) in Munich. This prize is today regarded as Germany's most prestigious national media award. At the awards ceremony, W&V hands out accolades in recognition of the Media Personality of the Year, the Most Effective Media Strategy, the Most Creative Media Ideas and the Most Talented Young Planners across Germany's media agency landscape (source: W&V Werben und Verkaufen).
Page 10 • Market research
Restructuring, the launch of new business lines, modern technology, new trends… All these factors necessitate the use of specialists – or sometimes simply an outside perspective. Alongside big-name management consultants such as Roland Berger, McKinsey and Accenture, a number of consulting firms that focus particularly on the media business have also set up shop in Munich. Examples include Grünwald-based Hess-Hofheim Medien- & Produktionsberatung and CrossMediaConsulting. These organizations in turn are flanked by an array of law practices, auditors and tax advisers that specialize in the same industry.
Both market research and opinion research are similarly well represented in Munich. A phalanx of field research institutes and test studios are rooted in this prosperous metropolis. As far back as 1947, Munich University spawned the Institute for Research into the Impact of Journalistic Media (Institut zur Erforschung der Wirkung publizistischer Mittel) – the forerunner of Infratest. Today, TNS Infratest claims to be Germany's leading institute for market research and market consulting that focuses on individual customers. As part of the global Kantar Group, it is also engaging in an extensive restructuring exercise (source: TNS Infratest).
Events
• Deutscher Mediapreis Prize for creative media planning www.wuv.de/dossier/w_v_deutscher_mediapreis_2018
Page 11 Education and training
Munich boasts a raft of media education and training institutions, including:
• Akademie der Bayerischen Presse (ABP) Rosenheimer Str. 145c 81671 München Tel.: +49 (0)89 499 992 0 E-Mail: [email protected] www.abp.de/
• Akademie Mode & Design (AMD) Infanteriestr. 11a 80797 München Tel.: + 49 (0)89 386 678 0 E-Mail: [email protected] www.amdnet.de/
• Akademie U5 Klenzestr. 67 80469 München Tel.: +49 (0)89 475 056 E-Mail: [email protected] www.akademie-u5.de/
• Bayerische Akademie für Fernsehen und Digitale Medien (BAF) Betastr. 5 85774 Unterföhring bei München Tel.: +49 (0)89 427 432 0 E-Mail: [email protected] www.fernsehakademie.de/
• Blocherer Schule Neumarkter Str. 87 81673 München Tel.: +49 (0)89 488 424 E-Mail: [email protected] www.blochererschule.de/
Page 12 • Deutsche Journalistenschule Hultschiner Str. 8 81677 München Tel.: +49 (0)89 235 574 0 E-Mail: [email protected] www.djs-online.de/
• Hochschule für Fernsehen und Film (HFF) Bernd-Eichinger-Platz 1 80333 München Tel.: +49 (0)89 689 570 E-Mail: [email protected] www.hff-muenchen.de/
• Hochschule Macromedia Sandstr. 9 80335 München Tel.: +49 (0)89 544 151 0 E-Mail: [email protected] www.macromedia-fachhochschule.de/
• Mediadesign Hochschule (MD.H) Claudius-Keller-Str. 7 81669 München Tel.: +49 (0)89 450 605 0 E-Mail: [email protected] www.mediadesign.de/
• SAE Institute Bayerwaldstr. 43 81737 München Tel.: +49 (0)89 550 686 0 E-Mail: [email protected] www.sae.edu/
Page 13 • Städtische Berufsfachschule für Kommunikationsdesign Rossmarkt 15 80331 München Tel.: +49 (0)89 233 224 23 E-Mail: [email protected] www.designschule-muenchen.de/bfs-kommunikationsdesign/
Clusters and networks
Munich is home to numerous clusters and networks, including:
• Arbeitsgemeinschaft Privater Rundfunk Friedrichstr. 22 80801 München Tel.: +49 (0)6806 920 292 E-Mail: [email protected] www.privatfunk.de/
• Arbeitskreis Medien Balanstr. 55-59 81541 München Tel.: +49 (0)89 5116 0 E-Mail: [email protected] www.ihk-muenchen.de/
• Bayerischer Journalisten-Verband St.-Martin-Str. 64 81541 München Tel.: +49 (0)89 54 50 418 0 E-Mail: [email protected] www.bjv.de/
Page 14 • Bayerisches Filmzentrum Bavariafilmplatz 7 82031 Grünwald bei München Tel.: +49 (0)89 649 81 0 E-Mail: [email protected] www.filmzentrum-bayern.de/
• Marketing-Club München Edelsbergstr. 8 80686 München Tel.: +49 (0)89 765 028 E-Mail: [email protected] www.marketingclub-muenchen.de/
• Media Lab Bayern Rosenheimer Str. 145c 81671 München Tel.: +49 (0)89 68 999 280 E-Mail: [email protected] www.medialab-bayern.de/
• MedienCampus Bayern Liebigstr. 8 80538 München Tel.: +49 (0)89 21 66 91 0 E-Mail: [email protected] www.mediencampus.de/
• MedienNetzwerk Bayern Rosenheimer Str. 145e 81671 München Tel.: +49 (0)89 63 808 463 E-Mail: [email protected] www.mediennetzwerk-bayern.de/
Page 15 • PresseClub München Marienplatz 22 80331 München Tel.: +49 (0)89 26 02 48 48 E-Mail: [email protected] www.presseclub-muenchen.de/
Congresses and trade fairs
• Medientage München One of the largest and most important industry congresses in Europe, featuring a variety of events such as the Media Summit and the “Night of the Media” www.medientage.de/
Who to contact on media issues
• Bayerische Staatskanzlei Digitales und Medien Film und Games Daniel Curio Franz-Josef-Strauß-Ring 1 80539 München Tel.: +49 (0)89 2165 8218
• Landeshauptstadt München Referat für Arbeit und Wirtschaft Allgemeine Wirtschaftsförderung/Einheitlicher Ansprechpartner (EAP) Ursula Grunert Herzog-Wilhelm-Str. 15 80331 München Tel.: +49 (0)89 233 22070 E-Mail: [email protected]
Page 16 • Landeshauptstadt München Referat für Arbeit und Wirtschaft Kompetenzteam Kultur- und Kreativwirtschaft Jürgen Enninger Dachauer Str. 114 80636 München Tel.: +49 (0)89 233 28917 E-Mail: [email protected]
This sector information has been carefully researched and diligently compiled. It was last updated in September 2018. Nevertheless, the City of Munich does not accept any liability or give any guarantee for the validity, accuracy and completeness of the information provided. Please address any questions, comments or suggestions to: Ursula Grunert, mailto: [email protected], +49 (0)89 233-2 25 22 Page 17