Journalism in the age of Instagram
deep and clear
The format "deep und deutlich" is one of the most relevant talk shows for young people in Germany - a successful format made in Hamburg.
deep and clear is the answer to a world in which journalistic content is produced and consumed differently than it was a few years ago.
Carola Conze, head of the talk and journalistic entertainment department at NDR, and editorial director Moritz Sander, together with the two presenters Aminata Belli and Louisa Dellert, have created a format that not only reaches countless people, but also promotes exchange between completely different groups.
Enlightening, mediating journalism for a world in which exchange seems to be increasingly rare despite growing networking. The result: a successful format, made in Hamburg.
A talk show format for young people: A crazy idea or a gap in the market? It quickly becomes clear that the advantage of talk shows in providing quick and low-threshold entertainment is more relevant than ever in the digital age.
The idea was simple:
To redesign the NDR Talk Show, one of the oldest running talk shows in Germany, for young people. The success speaks for itself.
3
Relays
38
Consequences
97
Guests
5
Playout channels
Source: AGF Videoforschung in cooperation with GfK; VIDEOSCOPE 1.4, 27.08.2021-27.05.2022, market standard: TV)
The deep and clear format is at the interface of several generations - and sees itself as an ambassador: influencers create content on topics that affect young people and, via NDR and linear television, this content also reaches people who would otherwise not come into contact with it.
Even the youngest, most digital creators who come to us always want to know first when the show is on TV.
A television format reinvents itself
In 2020, NDR is launching an experiment: one of the largest institutions in Hamburg's media landscape is trying to reinvent itself. In doing so, it is responding to a world in which there are countless alternatives to broadcasting and influencers have long since become media brands themselves.
Is it possible to relaunch one of Germany's most successful talk formats for young people? The NDR Talk Show has been on German television without interruption since 1979, making it the longest-running talk show in the country after "3 nach 9".
When talk department head Carola Conze and editorial director Moritz Sander put their idea to the test and looked for formats like the NDR Talk Show for young people, they found none. Perhaps they have discovered a gap in the market - or they will soon find out why no one has tried this venture before them.
deep und deutlich is a complete success and continues to develop as if by itself: the original idea has now become a journalistic forum that brings a wide variety of people together.
Older target groups tune in to find out about the topics that move the younger generations. And from the younger generations, the most diverse communities of interest come into contact with each other on the show: the topics range from body shaming and gendering to the compatibility of feminism and pornography or the Russian war of aggression on Ukraine.
The various parties from deep and clear complement each other perfectly when it comes to the challenges posed by such a diverse format: NDR's editorial expertise benefits from presenters Aminata Belli and Louisa Dellert, who understand which topics move the format's target group - and how best to address them.
And for Aminata Belli, Louisa Dellert and the creators who are guests on deep und deutlich, NDR's position as an institution in Hamburg's media landscape and the reach of linear television is a way to reach a diverse audience that goes beyond the different communities on social media channels.
For Aminata Belli, Hamburg and NDR are not just any old stop on the road to success. This is where she laid the foundations for her career.
As a cornerstone of Hamburg's media landscape, NDR benefits deeply and significantly from the creative ecosystem of the Hamburg content industry: in addition to the young agencies that take care of community management, there is a strong network of established broadcasting organizations - and the Hamburg location is also important for young media makers such as Aminata Belli and Louisa Dellert.
It is infinitely valuable for traditional broadcasting when creators use their distribution skills to venture into journalism.
77.500
Followers
2,45 %
Interaction rate
132.750
people reached per day
In the period 08.21 - 06.22
Before Louisa Dellert became a permanent fixture on deep und deutlich as a presenter, she was invited as a guest for an episode herself - and was interviewed by Aminata at the time.
Promoting social exchange together
The journalistic mission of producing content for a pluralistic society is also the focus for Carola Conze and Moritz Sander at deep und deutlich. The central challenge here: how does a format that focuses on very different topics from episode to episode find its target group?
Young female media makers meet journalistic tradition
In the production of deep and clear, traditional journalistic know-how and the use of social media, which young media makers such as Aminata Belli and Louisa Dellert have mastered as a matter of course, complement each other.
The result: a complete success
Exciting encounters like those with the Real Life Guys are what make every single episode of deep und deutlich something very special.
