Sandra M. Winterberg: Location marketing and networking - Promotion instruments in the audiovisual creative industries

The research project examines the non-monetary instruments of economic promotion for the audiovisual creative industries. Considerable public funds are spent on the declared political goal of strengthening cultural creation in Germany as a media location and the innovation and competitiveness of its creative professionals. A systematic recording is missing, as is an overarching concept or nationwide strategy. The project closes a research gap here and provides a typology as a basis for further evaluations and the development of options for action.

Project start:
2022
Project completion:
2025
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[Translate to englisch:] Copyright: © Clemens Porikys – Deutscher Filmpreis

This work examines the non-monetary funding instruments of media business promotion in the area of location marketing and industry development. This is, for example, the own implementation of services or the subsidization of media award ceremonies, festivals, industry celebrations, conferences, trade fairs and markets as well as events for the media industry for networking, cooperation and qualification by third parties.

The central question of the work is: How do funding institutions support the networking of stakeholders in the audiovisual media industry for the purpose of cooperation and innovation as well as the presentation with the aim of strengthening the media location and the media industry?

The study is first and foremost descriptive, as it pursues the recording and description of the funding instruments. It serves as a preparatory investigation for hypothesis-testing research aimed at evaluating and, if necessary, modifying the object of investigation.

Considering the research questions and the available resources, this investigation is conducted in a mixed-method design. First, the state of research and theoretical fundaments on networking, innovations and regional marketing are prepared and the core questions for the empirical investigation are extracted. The quantitative-qualitative online survey is supplemented by a qualitative investigation part with expert interviews as explanatory support and explanation.

The aim of the study is to record the media policy support tableau in Germany for location marketing and company and industry development for selected subsectors of the creative industries in order to develop a typology of support instruments on the basis of the findings obtained.

  • Project lead: Sandra M. Winterberg
  • Contact: winterberg(at)capitalaffairs.de
  • CV: Sandra M. Winterberg, LL.M., MBA ist Chief Operating Officer der Flute Film GmbH, eines integrierten Produktionsunternehmens mit internationalen Projekten für Kino, Streaming-Plattformen, TV und On-Demand-Angeboten. Von 2018 bis 2022 war sie Geschäftsführerin der Mediencluster NRW GmbH mit Sitz in Düsseldorf, die mit der Vernetzung und Wirtschaftsförderung der digitalen, innovativen audiovisuellen Medienunternehmen in NRW beauftragt war. Zuvor war Frau Winterberg ab Januar 2009 stellvertretende Leiterin des Referats für Film, Medienpolitik und Netzpolitik der Senatskanzlei Berlin. Sie wirkte für das Land Berlin u.a. an der Rundfunk- und Mediengesetzgebung mit und war zuständig für die Koordinierung sämtlicher medienpolitischer Themen in der Zuständigkeit des Regierenden Bürgermeisters. Mit der Capital Affairs GbR war Frau Winterberg in der Medienberatung aktiv. Die Juristin war ab 1998 für die BRAINPOOL TV GmbH in Köln tätig. Dort leitete sie die Abteilungen Legal & Business Affairs, Human Resources und Sales & Acquisition und betreute als Syndikusanwältin Mandanten aus der Medienwirtschaft. Sie dozierte zu Medienrecht und -wirtschaft an der Hochschule Fresenius sowie aktuell an der TH Köln.
  • Scientific PhD in the discipline:  Media Studies
  • Supervision: Prof. Dr. Conrad Heberling, Prof. Dr. Lothar Mikos
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