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The ARD.ZDF medienakademie is the largest non-profit training institution for media professionals in German-speaking countries and is considered the central training institution for public broadcasting in Germany[1][3]. The shareholders are the regional broadcasting corporations of ARD, ZDF, Deutschlandradio and Deutsche Welle; however, the offer is explicitly open not only to employees of public broadcasting, but also to those from other companies, institutions and private individuals[1][2][3].
The service portfolio of the ARD.ZDF medienakademie is broad. The focus is on seminars, workshops, e-learning courses, in-house training and online courses on more than 500 current topics in the media sector[1][3][6]. The academy offers training in journalism, media production, media and information technology, leadership, personal development, communication, marketing, management and administration[1][6]. The focus is on imparting practical skills that appeal to both beginners and experienced specialists.
In addition, the academy operates its own digital learning platform (CAMPUS), on which e-learning offers and online courses are provided[2]. Special course formats address topics such as artificial intelligence in journalism, self-care in everyday media life, online research and dealing with age-mixed teams in the media industry[6].
The Mission of the ARD.ZDF medienakademie is to offer well-founded, practical and flexible further training for media professionals and interested parties from all industries[1][3]. The academy sees itself as an innovation driver for the media industry and makes a significant contribution to the qualification and further development of specialists and managers. Its guiding principle is non-profit education in the service of the professionalization of media operations - regardless of commercial interests[1][3].
The central values include openness, quality, innovation and sustainability. With regular course evaluations, the academy strives to continuously improve its quality standards[3]. Open communication, transparency and customer orientation are an integral part of its self-image. The cooperation with associations, organizations and other cooperation partners underlines the network idea and the social mission of the academy[3].
The ARD.ZDF medienakademie considers sustainability in an ecological, social and structural sense:
Ecological sustainability:
Although no explicit projects for CO₂ reduction or resource conservation are mentioned directly on the website, a comprehensive digital learning offer is provided, which in many cases supplements or replaces face-to-face events. This reduces travel and promotes flexible, location-independent training opportunities[2][3].
Social and structural sustainability:
The academy promotes equality and diversity in the media industry - for example through the ARD/ZDF sponsorship award, which has been recognizing women with outstanding theses on technical topics in media production since 2009[3]. Diversity and inclusion are important cross-cutting issues in the seminar program, for example in workshops on age-mixed teams and modern working culture[6].
Structural sustainability:
As a non-profit organization, the ARD.ZDF medienakademie contributes to long-term quality assurance in the media and further education sector. It continuously invests in the further development of its offers and methods in order to actively accompany the rapid changes in technology and society[1][3][6]. The academy sees itself as a partner for lifelong learning - in the sense of a sustainable development of media knowledge and know-how in Germany.
A particularly current focus is on artificial intelligence (AI) and its impact on all areas of media production and journalism. The academy provides information about AI-based tools such as ChatGPT, Midjourney and new interview technologies, for example about the use of AI avatars in TV production[6]. The aim is to make media employees fit for the opportunities and challenges of digitization.
The topic of self-care also plays an important role in order to counter the increasing workload and the rapid flood of media. Seminars and courses on health, stress management and resilience round off the portfolio and contribute to the promotion of a healthy media culture[6].
The ARD.ZDF medienakademie is the leading, non-profit training and further education institution in the German-speaking media sector. It stands for innovative, flexible and practice-oriented educational offers, quality, openness and sustainability. Its mission is to make media employees, managers and career changers fit for the future - for an independent, diverse and professional media landscape[1][3][6].
