media.barometer 2018: Work 4.0 – Berlin-Brandenburg media companies well-positioned for the digitalisation of the work sphere

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Work 4.0 – Berlin-Brandenburg media companies well-positioned for the digitalisation of the work sphere

• media.barometer berlinbrandenburg 2018 with focal point “Work 4.0”: Representative survey of media industries
• Increased complexity of the work sphere: Companies respond with flexible working hour models and continuing education measures
• Lack of specialists, especially in the area of IT/software/programming
• Positive impacts of digitalisation on companies: higher work productivity, development of new and improved products and services
• Stable economic situation: 55% satisfied to very satisfied companies, 86% expect increasing or consistent revenues

Berlin/Potsdam – Flexible working hour models, continuing education, complexity expertise, international alignment and digital competency – those are, according to media.barometer 2018, the responses of Berlin-Brandenburg media companies to the radical changes of digitalisation. The surveyed companies considered the radical change of markets (45%), new platforms of digital distributors (44%), and the development of new products (36%) to have the greatest impacts on work and activities.

Companies react to digitalisation and achieve positive effects 
The lack of specialists brought about by digitalisation is particularly noticeable in the area of IT/software/programming (25%). 44% of companies surveyed counter this with flexible working hour models. As such, the trend goes towards digital cooperation, which has increased in 69% of companies. 42% increasingly invest in the continuing education of their own employees as a measure for securing specialists. More than half demand a better interlacing of apprenticeship, university studies, practice and company (54%) as well as an early-on imparting of digital expertise (53%) in order to prepare young people for the labour market under the auspices of digitalisation.

In 2016, 36% of companies claimed to be responding to the challenges of digitalisation with internationalisation and strategic cooperations, whereas in 2018 79% were already maintaining international business relationships (2015: 66%).

The work sphere is becoming more complex: Overall, companies are assessing the impacts of digitalisation positively, despite an increase of complex and highly complex expert activities due to digitalisation (23% and 29%, respectively) and the lack of expert knowledge of job applicants (35%). 55% state that digitalisation increased the work productivity while, for the most part, keeping work/labour costs at the same level (for 56%), which was particularly frequently voiced by large companies.
Digitalisation requires innovation, according to media.barometer 2017, which is confirmed in this edition as well: Digitalisation enabled 53% of participants to offer new products or services.

Satisfied with business development and revenue expectations
The economic situation is stable and the companies from film, TV/radio, games/software, music, journalism/press are, for the most part, confident: 55% are satisfied to very satisfied with the development of their business in the past year. At 15%, the number of dissatisfied companies remains low. 86% expect increasing or consistent revenues, while 14% expect a decrease in revenues. The staffing situation also remains the same: Even though only 28% of companies increased their staffing level in the past year, 62% remained the same, instead, and only 10% reduced their staffing level. For 2018, 48% are planning to hire staff.

Among the most important topics for the 12 months ahead are (product) development and innovation (20%), growth, investment and increase in revenues (18%) as well as digitalisation overall (16%) and employee training and personnel (10%).

Helge Jürgens, Managing Director, Media Board Berlin-Brandenburg
“The digitalisation of the work sphere is posing significant challenges for companies: Technologies are quite often developing faster than they can be applied. The work sphere is becoming more complex – but the digitalisation also promotes work productivity and the development of new products. It is promising to see that the Berlin-Brandenburg media companies are perceiving the transformation as an opportunity and are positioning themselves strategically for the future. This brings along new business models and increases the degree of innovation of the location.”

Andrea Peters, Chairwoman, media:net berlinbrandenburg
“The lack of specialists is what is currently a major concern for the companies and we as a network are striving to massively support them in the search for employees and in advancing the topics at the location. The companies respond with new working hour models, home office solutions, and almost half of them are offering continuing education and specialisations to the employees.”

Kerstin Jöntgen, Member of the Board of Investitionsbank des Landes Brandenburg (ILB)
“For 20% of the companies surveyed, product development and innovation are among the most important topics for the next 12 months. Digitalisation and employee training are also of great importance. All these topics are focal points of our current funding business. With the Brandenburg Innovation Voucher, for example, the most divers of digitalisation measures can be supported. Additionally, funds are available with which innovation specialists can be employed and existing staff can be trained. Our rallying call as funding bank is therefore clear: Come to us, let us provide you with advice.”

Dr. Matthias von Bismarck-Osten, Chief Representative, Investitionsbank Berlin (IBB)
“In addition to customer behaviour, digitalisation has also changed employee performance. In light of the lack of skilled talent, the transfer of skills in new technologies is elementary in order to ensure economic prosperity with a good team also in the future. The long-term success of Berlin to a large extent depends on our continued growth, funding of booming industries, and alignment of our offers therewith. Therefore, the media barometer is very informative in this cooperation of Media Board, media.net, ILB and IBB.”

Media location Berlin-Brandenburg
The cultural and creative economy, including the media and ICT industry, is an important economic factor in Berlin-Brandenburg. Revenues of the media, ICT and creative economy cluster in the region increased by EUR 3 billion compared to the previous year and amounted to EUR 40.5 billion in 2015. That amounts to a share in the revenues of the overall economy of the region of 14.3%. (Source: Senate Department for Economics, Energy and Public Enterprises, Berlin.)

About the media.barometer berlinbrandenburg
media.barometer, the annual business climate index for the media industry of the capital region, is shining a light on the mood and the economic development of select sub-sectors of this cluster. Since 2005, the survey has been taking a look at the current assessments as well as future outlook of companies from the media industry in Berlin and Brandenburg. media.barometer is thus contributing towards tracking developments in the media industry and mapping them chronologically. It facilitates the detection of trends and dynamics of the media industry, the assessment of location work, and the deduction of location activities. The 2018 media.barometer is the third and final part of the series on digitalisation in the media industries. 264 companies from Berlin and Brandenburg have participated in the survey.

media.barometer berlinbrandenburg is a joint initiative of Media Board Berlin-Brandenburg and media:net berlinbrandenburg. Its technological surveying partner is TrendResearch. Investitionsbank Berlin (IBB) andInvestitionsbank des Landes Brandenburg (ILB) are supporting the current survey with the focal point “Innovation in Berlin-Brandenburg” as partners.

The current media.barometer berlinbrandenburg 2018 is available for download here.

Press contact:
Laura Winkler
Communication and Press Work
New Media Funding
Medienboard Berlin-Brandenburg GmbH
August-Bebel-Str. 26-53
14482 Potsdam-Babelsberg
Tel.: +49 (0) 331-743 87-62
E-mail: l.winkler@medienboard.de