On November 5, the Marketing Center Münster had the pleasure of welcoming Dr. Florian Kumb, Director Audience and Chief Portfolio Officer at ZDF, for an exclusive marketing&media*talk. Held as part of the master’s course Entertainment Media Marketing of Prof. Hennig-Thurau’s Chair of Marketing and Media and moderated by MCM Assistant Prof. Dr. Ronny Behrens, the event drew a large and engaged audience eager to learn how one of Germany’s leading broadcasters navigates the rapidly evolving media landscape.

In his talk, Dr. Kumb offered a behind-the-scenes look at how ZDF’s Audience Directorate integrates data-driven insights into programming and distribution decisions to serve as a bridge between content creation, audience needs, and technological innovation.

A key theme of the evening was future-proofing public service media: Dr. Kumb shared how his team is reimagining audience engagement and technical distribution in a world increasingly shaped by platform dynamics.

The MCM thanks Dr. Florian Kumb for his openness, expertise, and inspiring discussion. His visit offered valuable perspectives and a hopeful outlook on the future of public media.