On March 24, members of Bertelsmann’s “Freedom of the press” working group met again at Bertelsmann Unter den Linden in Berlin to exchange views on the evolving challenges facing press freedom and independent journalism. Sonja Schwetje, Chair of the working group, highlighted the importance of dialogue between RTL Group and Bertelsmann: “The different perspectives in this group are a real strength, as they help us to look at challenges in a more differentiated way and learn from each other.”
RTL Hungary: Journalism and media freedom in a challenging environment
The meeting began with a contribution from Robert Kotroczó, News Director at RTL Hungary, who shared insights into the current media landscape in Hungary. He described how the national media system has changed significantly in recent years, with public media and communication increasingly aligned with government narratives. This has led to a challenging environment for independent journalism, where access to political representatives is often restricted and critical reporting can be pushed to the margins. At the same time, Kotroczó emphasized the role of RTL Hungary as an independent player: “RTL is like a small island in Hungary,” said the journalist. However, independent journalism also comes with challenges, he continued. As journalists often have only limited access to political decision-makers, they must find new ways of reporting: “The biggest problem is when no one from the government talks to you. We had to record everything and keep asking questions – even if there were no answers,” said Robert Kotroczó.
The discussion also highlighted generational differences in media consumption and political perception. Participants noted that while older viewers, who are primarily shaped by traditional television, tend to follow established narratives, younger generations are increasingly influenced by digital media and alternative sources. The working group agreed that it remains essential for independent journalism to continue asking critical questions – even under pressure: “The real freedom of the press is the freedom to ask questions,” was the unanimous view.
AI and journalism: Who is responsible?
The impact of artificial intelligence on journalism and media business models was another central topic, presented by Cornelia Fuchs, Deputy Editor-in-Chief of “Stern.” She outlined how search and user behavior are fundamentally changing: “We are already seeing what some call ‘the end of the search,’” she said. She pointed out that AI-generated overviews are increasingly replacing traditional search results – with significant consequences for publishers. “Less than one percent of users click on links in AI overviews, and publishers are reporting traffic losses of up to 90 percent,” explained Cornelia Fuchs.
AI-driven services such as Google Search, Google Discover, and AI-generated summaries are changing the way audiences access information. This raises fundamental questions about the visibility of original journalism, attribution of sources, and the sustainability of journalistic business models. At the same time, AI systems depend heavily on journalistic content as their foundation. “AI relies on trustworthy journalism, with a significant share of its sources still coming from professional media,” said the journalist. However, the way content is processed and presented gives rise to criticism. AI-generated summaries often lack clear attribution or combine multiple sources in ways that can distort meaning or introduce inaccuracies.
The subsequent discussion in the working group raised the question of who is responsible for facts and truth when AI merges different sources. This is particularly relevant for investigative journalism, where context and accuracy are essential. Participants also noted that AI systems may struggle to correctly identify primary sources, increasing the risk of misrepresentation.
Balancing content responsibility and creative freedom
Pierrot Raschdorff of BMG then explained how his company approaches content-related decisions in practice. The discussion highlighted the complexity of balancing artistic freedom and content responsibility. Given the diversity of artists and content, each case requires careful, individual assessment, the members of the working group agreed. While creative freedom for artists is broadly defined, internal processes help guide responsible decision-making. This approach is based on four core principles: artistic freedom comes first, context matters, no amplification of harm, and responsibility over neutrality.
BMG has therefore introduced “Safe Sound,” an internally developed, AI-supported tool for identifying potentially sensitive content, Pierrot Raschdorff continued. The system searches for public controversies surrounding artists’ lyrics. Lyrics and content are analyzed against defined risk categories such as racism, sexism, and antisemitism. The results are presented in a structured format with potential risk indicators, and are then reviewed, contextualized, and evaluated by the teams. Pierrot summarized: “Content responsibility does not always come with clear-cut answers. It means applying consistent judgment, asking the right questions, and taking responsibility for the decisions we make.”
Balancing press freedom and personal rights
Legal expert Simon Bergmann from the law firm Schertz Bergmann, which is known for representing high-profile cases in media law, then provided insights into the tension between press freedom and personal rights. He highlighted the increasing complexity of reporting in sensitive cases, particularly in the context of investigative journalism and allegations. Media organizations must ensure a sufficient factual basis and balanced reporting, especially when dealing with suspicions. At the same time, he pointed to new challenges arising from AI-generated content and deepfakes, which raise questions about liability, verification, and the protection of individuals. Despite these challenges, Bergmann emphasized the importance of press freedom as a fundamental pillar of democratic societies.
Shared commitment to press freedom
Across all discussions, participants agreed: Press freedom is not a given, but an ongoing responsibility. Whether in the face of political pressure, technological disruption, or legal challenges – maintaining independent, balanced, and responsible journalism remains essential. Sonja Schwetje summarized: “It’s a fine line – reporting neutrally while withstanding pressure. What matters is that we do not allow ourselves to be guided by political agendas.”
The “Freedom of the press” working group will continue to serve as a platform for exchange and collaboration within RTL Group and Bertelsmann. The members of the Bertelsmann “Freedom of the press” working group are:
- Sonja Schwetje (Chair of the working group and Managing Director & Head of Programming at RTL Nord)
- Oliver Fahlbusch (RTL Group)
- Cornelia Fuchs (Deputy Editor-in-Chief of “Stern,” RTL Deutschland)
- Rebecca Haase (RTL Group)
- Katharina Kleff (RTL Group)
- Barbara Kutscher (Bertelsmann)
- Rebecca Prager (Penguin Random House)
- Sabine Niemeier (Penguin Random House)
- Pierrot Raschdorff (BMG)
- Meike Rodenstein (RTL Deutschland)
- Gregor-Peter Schmitz (Editor-in-Chief of “Stern,” RTL Deutschland)
- Kirsten von Hutten (Bertelsmann)
- David Whigham (Editor-in-Chief of NTV, RTL Deutschland)
- Gernot Wolf (Bertelsmann Marketing Services/Arvato)
