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DW Targets Asia with Service Improvements

Deutsche Welle

· Founded in 1953, Deutsche Welle (DW) is Germany’s international broadcaster.

· DW represents Germany in the international media landscape and conveys the country as a nation rooted in European culture and as a liberal, democratic state based on the rule of law.

· It offers a full range of television, radio and online services with regionalized content in 30 languages and is respected as a credible source of information.

· DW is regulated by public law and financed by federal tax revenue.


ermany’s international broadcaster Deutsche Welle (DW) is reaching out to Asian

audiences with a brand new television line-up, a ground-breaking website re- launch and more interactive formats than ever before.

According to DW General Director Erik Bettermann, Asia’s media market is more dynamic than ever, and DW’s comprehensive reforms affirm its commitment to playing a key role in the region.

“We pledge to provide global audiences with reliable information, custom-tailored to the issues they face,” he said. “That’s how we can really speak to and engage this target audience.”

DW’s reworked website ( brings the broadcaster’s multimedia offerings together with what he says is a new, user-friendly interface, being available in ten languages for Asian

users: English, Bengali, Chinese, Dari, Farsi, Hindi, Indonesian, Pashto, Urdu and German.

“The new website encompasses everything that DW has to offer - high-quality articles, audio, video and interactive content,” Mr Bettermann said.

In countries with restricted access

to information, the broadcaster relies increasingly on new media technologies and popular social networking platforms.

Television viewers in Asia can tune into two

fresh DW channels: the flagship channel DW with 24/7 programming in English as well as DW

(Asien) with 20 hours of German shows and four hours of English.

Mr Bettermann says DW’s nearly 850 regional partners present DW’s English channel, while more than 100 broadcasters carry DW (Asien). Dozens of other Asian stations have made programming blocks from DW part of their schedule.

· Erik Bettermann has been Director General since 2001.

· More than 1,500 employees and hundreds of freelancers from 60 countries work in DW’s headquarters in Bonn and in Berlin.

· As Deutsche Welle’s training center, DW Akademie is committed to media development, media training and journalism education around the world.

DW also recognises that some audiences are still best reached via radio. In Afghanistan and Pakistan, for example, DW has built up an extensive network of rebroadcasters who present its shows such as the educational series “Learning by Ear”. Market research reveals that nearly one third of Afghanistan’s population now listens regularly to DW radio.

Education is also the focus of the Deutsche Welle Global Media Forum, a media summit bringing together international key players from media, development, politics and culture. Mr Bettermann is inviting DW’s partners in Asia to participate in the conference from 25 – 27 June 2012 in Bonn. More information can be obtained at www.

ABU News 27

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