 Corporate Sponsorship in 2002 - Help from the Media |
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Act, don't protract
ProSiebenSat.1 Media AG pursues all its corporate sponsorship
activities under the slogan "Act, don't protract." Here we set the emphasis on a well conceived
use of a variety of media to promote organizations and initiatives for social action.
The common feature of all our projects is that they focus on cooperative activity,
and are not merely supported by financial grants. Our "Act, don't protract" motto is also
intended to encourage thentities we sponsor to develop initiatives of their own, and to
profit from a knowledge transfer by media experts. In all, during
fiscal 2002 the ProSiebenSat.1 Group spent more than EUR 5 million in funding,
services and media budgets for corporate sponsorships.
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"startsocial" 2002
The "startsocial" business plan competition for social initiatives began its
second round in 2002. Under the patronage of Chancellor Gerhard Schröder,
four companies - Gerling, McKinsey, Siemens Business Services and
ProSiebenSat.1 Media AG - joined together to build on the successful concept
from the year before. This year's media partner was the "Bild am Sonntag"
newspaper.
Instead of all participants being watched through several rounds, as before,
this year 100 consulting stipends were disbursed, providing three months of
intensive support for participants from a two-person team of coaches and experts.
The "startsocial" events, held in a variety of German cities from August
through October, were a forum for interchanges. The high point was the
stipend holders' meeting on September 28 in Berlin, where all stipend recipients,
coaches, experts, specialized counselors and assistants met to network
and talk shop. The "Social Days" pursued the same agenda at the regional
level, and were open to all participants. In addition to formal events,
stipend recipients and coaching teams could also dialogue anytime via an online
platform, the startsocial network.
The final event of this year's "startsocial" competition was held in Berlin on
December 18, 2002. Seven national prizes and one special Chancellor's
Prize, worth a combined total of EUR 40,000, were awarded by Renate
Schmidt, Germany's Minister for Family, Seniors, Women and Youth, and by
the CEOs of the program's main sponsors.
The excellent projects ranged from "Wellcome," a Hamburg initiative to support
young families in the days immediately after a birth; to "Deacons' Home
Communities," a concept for integrated, socially supportive community living
for the able and disabled; or the "Pirna Civil Courage" action, in which a
nonpartisan group of young people between 15 and 25 very actively intervenes
to educate the public about right-wing extremism and to assist and
counsel victims.
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Television helps
The ProSiebenSat.1 Media AG stations also continued showing their commitment
to social and educational causes in 2002.
Sat.1 systematically expanded and evolved its "Talents" program. On August 26, 2002, the station joined Constantin Film, Mercedes-Benz, teamWorX and Spiegel TV for the third time to award the "First Steps" young filmmakers' prize for the best graduating film at a German-language film school. The prize has a total endowment of EUR 72,000, and is considered an important step to help directing talent on its way to success.
Surveys have shown that ProSieben has a clear lead over competing public broadcasters in German audiences' perception as the station with the best
science shows. So at the beginning of the new school year, ProSieben inaugurated
the first "ProSieben Knowledge Prize." The topic was "Everyday Life
in Space." Students from German schools that lead onward to higher-education
curricula were encouraged to develop ideas that would make life easier for
astronauts. The prize enjoys the patronage of Bavarian premier Dr. Edmund
Stoiber, and was awarded in February 2003.
In Germany, television meets the needs of the hearing-impaired to a less extent
than in other countries. As of October, Kabel 1 has been the second German
private broadcaster - after ProSieben - to offer titling for the hearingimpaired
on the teletext board. The titling began with the nine-part "Winnetou"
Western series. Selected high-quality feature films will be titled about once
a week thereafter.
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