Think Big: We need to do it big! In order to move from a partially digitized to a modern digital media company, we have to think and implement the whole issue big - Group-wide without exceptions - and certainly RADICALLY together. We can't do everything at once! Small, iterable but concrete steps: Processes for which others have needed years or decades cannot be achieved in a few months.

The skills that are essential here are sufficient technical and content expertise, courage, a willingness to experiment, a willingness to cooperate, a willingness to make decisions, a culture of error, and a fundamental delight in the multiple opportunities for change that await a modern media company with a public service mission in the digital world! Dealing with change must be free of fear and acceptable to all without excessive demands. Many small steps, training and perseverance are needed for the big push: What should be inside the BACKPACK for climbing the digital summit must be carefully considered. No one would dare such an adventurous FIRST ascent with unnecessary ballast or even the wrong equipment and without teams trained for it.
We all need to learn that digital transformation is not a purely technical issue and come up with a plan to bring a digital culture into the company. To date, it is the conflicts and collaborations between technology and program that make technical-creative and innovative projects possible. Digital knowledge and thinking must be anchored sustainably and throughout the entire Group. Thinking in terms of finished and perfect contributions, articles and broadcasts is anachronistic. All newsrooms should work with knowledge and data about audiences and their needs. We need to learn and use the ability to take the perspectives of our users. We need to change our mindset for the long term: We must no longer have a broadcast-only mindset. We are facilitators, traders, entertainers and enablers.


The everyday, positive handling of tri-, cross- and transmediality, where it is good for the needs of our users, belongs to be defined as a common goal. True digitization means not only digitizing analog workflows and broadcasts, but thinking all processes digitally from the ground up and bringing all content into a true digital storytelling world. Re-mixing, repeating and imitating old or foreign digital stories is not innovation. INNOVATION itself needs to be professionalized across the company and operated in such a way that it is understood as a normal process that can be questioned and helped to shape. Dealing with prejudices and resistance to it is part of an adapted CORPORATE CULTURE. In this context, innovation is neither something for lone wolves and allotment gardeners, and it certainly must not be limited to technical developments.
And what did we need to produce an exciting 360-degree VR experience from the Vienna Philharmonic Orchestra's Summer Night Concert in 2016? Exactly the same "ingredients" as were used in 1969 for the first broadcast of the New Year's Concert in color.