Photo: Vera Johannsen/BR
Florian Meyer-Hawranek from PULS: Always close to Gen Z
Florian Meyer-Hawranek is Deputy Editorial Director of PULS the young content network of Bayerischer Rundfunk. In this role, he is responsible for the development of new and the adaptation of existing multimedia formats. In this interview, he explains how he and his team are researching the interests of Generation Z and why AI has become indispensable in everyday editorial work.
Florian, as Deputy Editorial Director of PULS and radio representative for BR, you are responsible for TV, radio and, above all, web formats for young people. When you think back to your own youth in the late 90s, which programs inspired you the most back then?
Florian Meyer-Hawranek: When I was young, I loved shows like “The Simpsons” and “The X-Files”, and I was a big fan of “TV Total”. I found it impressive how humorously and creatively Stefan Raab commented on the media world. Everyone in the schoolyard was talking about the show. Unfortunately, Raab's humor is a bit stuck in the past.
Would the programs from back then still appeal to young people today?
Mayer-Hawranek: Many of the shows from back then would no longer work today. Humor has evolved, and the way we deal with certain topics and social groups has become more sensitive. In addition, the media landscape has diversified considerably thanks to the Internet, so that every target group and sub-target group now expects tailor-made content. This is why we offer formats such as “Willkommen im Club” for the progressive, queer community in cities as well as formats such as “sag_mal”, which we produce for funk and Ö3 and which specifically addresses young people from rural regions who are close to home.
Let's dive into your professional biography: Which stages have particularly shaped you?
Meyer-Hawranek: After graduating from journalism school, I was given the opportunity to work as a reporter for “quer”, a political-satirical weekly magazine on Bayerischer Rundfunk. This time really shaped me in terms of resilience and the precise preparation of topics. It was always about capturing people's current attitude to life and giving the film contributions the typical “quer” touch. From 2016, I was then able to help build up “funk” at PULS, the young public broadcaster's offering - an exciting time of new beginnings in which we developed original formats, tried out a lot and learned even more, for example about tailor-made productions for YouTube or Snapchat.
“It takes good intuition to recognize when a format needs adjustments or even a relaunch in order to remain relevant for our core audience. This is especially true for formats that were originally produced for millennials, the previous generation of Gen Z. The generation after Gen Z will also have individual interests and language patterns, as each generation wants to differentiate itself from the previous one.”
You also worked in Mexico and Colombia. What did you do there?
Meyer-Hawranek: In Mexico, I studied politics and economics for two semesters and later wrote my master's thesis on the impact of the drug war on journalism. I was able to have intensive discussions with journalists on the ground, which was very enriching. Thanks to a journalism scholarship, I was also able to work as an intern at a radio station in Colombia and produce my own pieces there. During this time, I learned a lot about working independently and the pressure that journalists are sometimes under.
What do you enjoy most in your position as Deputy Editorial Director at PULS?
Meyer-Hawranek: What I enjoy most is launching formats that leave a positive impression on the audience. One example of this is the reporter format “Die Frage”, which I helped set up for funk from the very beginning. It is dedicated to important social issues and I am proud of how much it means to the community. Of course, success depends not least on a great team - great authors, community managers and many others.
A complex task: Gen Z can be reached via individual content
Do you find it easy or complicated to reach Gen Z - those born between 1995 and 2010 - with attractive content?
Meyer-Hawranek: There is no general answer to this question. In any case, it takes a good instinct to recognize when a format needs adjustments or even a relaunch in order to remain relevant for our core audience. This applies in particular to formats that were originally produced for millennials, the previous generation of Gen Z. The generation after Gen Z will also have individual interests and language patterns, as each generation wants to differentiate itself from the previous one.
How do you find out about the preferences and trends of Gen Z?
Meyer-Hawranek: Of course we take a look at studies. We also work in a strictly user-centered way from the format development stage - from the format design to the choice of topics and language, even supposedly minor details such as the use of the right emojis are taken into account. We gather feedback from smaller test groups, either here on site or via WhatsApp. We also continuously analyze the platform statistics and adapt our content accordingly.
You have a lot of journalistic know-how, but you are over 40 years old. How important is it to have younger employees on the team in order to create authentic content?
Meyer-Hawranek: Our team is relatively young, which brings fresh ideas and a close proximity to the target group. Nevertheless, a team consisting exclusively of Gen Z members would not be productive. Older, more experienced colleagues have a certain vision, ask the right questions and set important framework conditions, for example in the selection and management of personnel. Personally, I attach particular importance to dealing empathetically with employees and watching out for signs of overwork. In such cases, it is important to reduce the pressure.
On which platforms are you currently present, and how do you decide whether to venture onto a new platform?
Meyer-Hawranek: We are represented on YouTube, Instagram, Snapchat, TikTok, Twitch, in the ARD media library, the audio library and all common podcast platforms. The decision to become active on a platform is based on two main criteria: Firstly, our target audience must be present there in relevant numbers, and secondly, our formats should fit the special features of the respective platform. TikTok, for example, was a logical choice for our rural-oriented format “sag_mal”, as the algorithm enables regional and local playout. Snapchat, on the other hand, attracts a very young, predominantly female audience, which is why we launched our series “I am just myself” there with the main character “Kiara”, an aspiring singer. When developing formats, we sometimes also provide a central platform to enable a customized production later on.
What advantages does the editorial location of Bavaria offer you?
Meyer-Hawranek: We benefit from a strong infrastructure that ranges from journalism schools to production companies. As many of our formats deal with regional topics, Bavaria is also relevant for us in terms of content. And our view from Bavaria is also included in formats that are aimed at a nationwide audience: For example, we covered queer politics in the Bavarian state parliament in our “Welcome to the Club” podcast for the last state elections. And let's not forget the diverse filming locations here, from the Modular music festival in Augsburg to Munich's city center and the Alps.
AI in everyday editorial work: Artificial intelligence as good support
Speaking of artificial intelligence: How much do these tools already help you in your day-to-day editorial work?
Meyer-Hawranek: At PULS, we are increasingly using simple AI tools, for example to convert audio or moving image recordings into text. We are also testing how AI can support us in finding topics for different target groups. However, the actual content is still created by our team. AI cannot yet replace human creativity and journalistic flair, but it can provide good support.
Finally, a creative question: On the PULS website, you write: “I'm here because I can tell the stories that inspire.” If you were to tell your life story as a book or movie, what title would you choose?
Meyer-Hawranek: I would choose the admittedly rather cheesy-sounding title “Always listen to your heart”, because this principle has served me well throughout my life. I've always worked on projects that fulfilled me, which automatically motivated me - a lot of things then worked themselves out.