Last week, the Marketing Center Münster had the pleasure of welcoming Dr. Florian Kumb, Director Audience and Chief Portfolio Officer at ZDF, for our latest marketing&media*talk.

The session took place as part of the Universität Münster's Master’s course Entertainment Media Marketing by Assistant Professor Ronny Behrens (who also moderated the talk) and Prof. Thorsten Hennig-Thurau, and attracted a large and engaged audience keen to learn how one of Germany’s leading broadcasters is navigating today’s rapidly changing media landscape.

In his talk, Dr. Kumb offered a fascinating behind-the-scenes look at how ZDF’s Audience Directorate uses data-driven insights to shape programming and distribution decisions – connecting content creation, audience needs, and technological innovation. A key theme was how to future-proof public service media in a platform-driven world, including new ways of thinking about audience engagement and technical distribution.

A big thank you to Dr. Florian Kumb for his openness, expertise, and inspiring discussion. His visit provided valuable perspectives – and a confident outlook on the future of public service media.