Online First? Multi-Channel Programming Strategies of German Commercial Free-to-air Broadcasting Companies

ABSTRACT Broadcasters are faced with a strongly changing situation due to digitalization. Although linear TV usage is still at a high level, the relevance of non-linear content distribution (i.e., via media libraries) continues to grow. By interviewing eleven managers from commercial broadcasting channels, this article examines the planning processes and distribution decisions in a multi-channel context. The research shows: Various distribution channels are used in addition to linear TV. Strategies for providing content online can be assigned to the three strategies of catch-up, online-first and online-only – mostly still strongly dependent on the linear program. From the experts’ point of view, the most important factors influencing their distribution decisions are strategic issues in competition, revenue and budget, and the reach to be achieved against the background of the increasing shift in user behavior.