Dynamic developments in Hamburg's media landscape

“We are following the transformation of traditional publishing houses into forward-looking media companies closely. Clearly, change is not without growing pangs initially, but it is crucial to the survival of business fields that are no longer profitable or will not be sustainable in the foreseeable future. Both cases show that radical steps lead to survival and a keener focus on functioning business models," said Dr Nina Klaß, Managing Director of nextMedia.Hamburg. She added: "No other location offers such a great mix of diversity, relevance, creativity and progress. Sooner or later, this mix will ensure that Hamburg's new narrative of sustainable, digital business models centred on creative content and transformative technology will arrive where people are currently still yearning for the old."

In addition, Klaß noted: "The media landscape is undergoing a dynamic development that is impacting all the content companies based in Hamburg. That is effecting both producers and marketing experts in other industries who need content for their business models or marketing strategies. The use of artificial intelligence (AI) will make news, series, opinions and advertising even more personal." Albeit fascinating, that harbours social risks, if the content is exclusively customised and not presented as a consensus. And she noted: "Despite a decline in the metaverse trend over the past year, immersive augmented reality (AR) and virtual reality (VR) content is becoming more important and frequently in combination with AI. Content brands tend to build products and service brands in the retail sector to protect their core activities from market volatility."

The nextMedia.Hamburg initiative is the main point of contact for the media and digital industry and focuses on promoting innovation. Yet, the term "media and digital" is no longer apt, said Klaß, adding: "What isn’t 'digital' today and who cannot afford not to be 'far-reaching'? The future of the economy is about products at the interface of content and technology and diversified digital business models and converged submarkets." The ecosystem in Hamburg features stakeholders who combine creative content and transformative technologies. Several big agencies, platforms as well as leading national and international content producers such as Pilot, Der Spiegel, Believe, Ströer, Carlsen, Die Zeit and Jung von Matt are based in Hamburg. "And numerous global giants such as Google, Snapchat, Meta and Twitch manage their German business from Hamburg. This is in addition to fledgling, innovative companies like Musicube, Oxolo, Online Marketing Rockstars and We Create that are frequently overlooked," she pointed out. "Apart from urban initiatives for founding and promoting ideas, Hamburg has a broad network of creators and experts who are happy to share their knowledge and ideas with the next generation. Modern co-working spaces, innovative labs and many events like the Reeperbahn Festival, the ADC Festival, the 9:16 Awardsand the OMR festival also offer opportunities to share insights and to forge business deals.

Opened last September, the “Space” innovation centre designed and hosted by nextMedia.Hamburg and other divisions of the Hamburg Kreativ Gesellschaft, is the latest place to share knowledge and do business. "The Space brings creative minds in the content and technology sectors together," said Paula Lauterbach, Communications Manager at nextMedia.Hamburg. However, Space is far more than a co-working space, she stressed, adding: "We develop solutions together, share knowledge, promote partnerships and establish a new, unique culture of learning." The 630 square metre space is funded by the City of Hamburg, partners of nextMedia.Hamburg and the European Regional Development Fund (ERDF).

A new themed festival launched at Space in late February. "Our themed festivals are week-long events for all those who work on content and technology products. Visitors can experience all aspects of a particular topic, share ideas and learn from each other in workshops, keynote speeches, panels and sparring sessions," Lauterbach pointed out. The agenda has been developed in co-operation with partners including Ströer, Carlsen and Snap as well as an external board of trustees. Events on different days address the perspectives of managing directors, new leaders, young professionals, founders and creatives. The first festival focusing on AI attracted well over 260 visitors. More than 40 speakers shared their knowledge in intense prompt workshops and battles, panel discussions, campfire talks and a C-level dinner. "The festival was fully booked within just a few weeks," Lauterbach said. The next themed festival gets underway from June 24-27 June focusing on the "Attention Economy".

And the next event is only weeks away, Lauterbach said. All those interested in the Content & Tech Incubator Media Lift Incubator should submit their applications by May 5, 2024 at the latest. The incubator lends support to people with innovative business ideas. Participants can network, avail of mentoring, customised workshops and professional training. Start-ups in the last batch included “One Guide”, an AI-supported travel app with high-quality audio and AR content. "One Guide uses natural language processing (NLP), ultra-realistic text-to-voice and text-to-3D modelling technologies and computer vision.” The founders, Wiebke Nadzeika and Marlon Lückert, use a specially trained AI model for audio and AR content. which was initially created by humans and optimised in an A/B test to achieve the best possible content, Lauterbach noted. AI is definitely a catalyst for the start-up scene. "Many start-ups are basing their business models on AI-generated content. That is happening on every level from text and audio to talking avatars," she added.

And next media.Hamburg will host another Prototyping Lab this year. "We bring companies that are keen to experiment together with talented students at Hamburg's universities and let them develop prototypes jointly, "Lauterbach said. The teams work on technological challenges actually facing the companies backed by renowned industry experts.

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Read the other parts in our series. 

1) EEHH keeping a close eye on energy transition

2) Aviation becoming environment-friendlier

3) Creatives to sharpen focus on sustainability and creative AI

4) Hamburg future-proofing itself as a logistics centre

5) Manager needed for Cluster Life Science Nord

6) Foodactive shaping future of food

7) Maritime sector baking other industries