Introduction:
The "State of Innovation" report from Media Lab Bayern provides a comprehensive overview of the current state of innovation in German media houses. The report is based on a survey in which over 100 media professionals from German-speaking countries took part in winter 2023. In addition, qualitative interviews were conducted to gain deeper insights.
Challenges and successes:
The media industry has made great progress over the last ten years, particularly in the integration of new technologies such as ChatGPT and digital products. Despite these successes, the term "innovation" often seems overused. With this report, Media Lab Bavaria is attempting to paint a more detailed picture of the innovation culture and show where there are still problems.
Key findings:
Management support: Successful innovation requires guidance and support from management. This includes not only financial and time resources, but also methodological skills and clear processes for dealing with new ideas.
Individual approaches: Every media company faces unique challenges. Simply adopting successful approaches from other companies is rarely effective. Continuous change and adaptation to specific needs and conditions is required.
Strategic clarity: A clear and well-communicated strategy is critical for successful innovation. Methods can support the strategy, but cannot replace it. Leaders must actively manage innovation efforts and clearly communicate their importance.
Artificial Intelligence (AI): AI will remain a key topic in 2024. Media companies that use AI strategically and resource-consciously will benefit the most. It is important to identify relevant aspects and avoid unnecessary hype.
Innovation methods: Methods such as design thinking are valuable tools, but should not be applied dogmatically. Successful innovation work requires a deep understanding of the methods and their adaptation to specific requirements.
Innovation in practice:
The report shows that innovation in media companies is often driven by individuals who take on a high level of personal responsibility. This is particularly easy to implement in small companies. Larger companies need formalized structures and processes to effectively promote innovation.
Innovation archtypes:
Based on the survey results, four archetypes of media houses were identified:
Small, agile, unstructured: Innovation is not supported by formal structures, but new ideas are easy to implement.
Medium and frustrated: New initiatives often lack support, leading to frustration.
Slow but focused: Innovation is formalized and institutionally anchored, but often sectorally limited.
Cumbersome bureaucracy: Bureaucratic obstacles often prevent the implementation of innovative ideas.
Conclusion:
The "State of Innovation" report shows that successful innovation work in the media sector is a complex challenge that requires continuous adaptation and strategic clarity. Media companies must become aware of their individual strengths and work specifically to use innovation methods sensibly and flexibly. This is the only way they can remain successful and future-ready in the long term.
Resources: You can download the study here.
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