News | RTLGroup, Gruner + Jahr | Berlin/ Hamburg/ Gütersloh , 04/29/2019

Bertelsmann Content Alliance Founds Audio Alliance

The Bertelsmann Content Alliance is founding a separate production company for audio content. From May 1, the Audio Alliance will centrally develop and produce all podcasts and audio-on-demand offers of the six Bertelsmann Content Alliance partners, Mediengruppe RTL Deutschland, RTL Radio Deutschland, UFA, Verlagsgruppe Random House, Gruner + Jahr, and BMG.

The Bertelsmann Content Alliance is increasingly focusing on audio offerings and is founding its first joint venture for this: a production company for audio content. From May 1, the Audio Alliance will centrally develop and produce all podcasts and audio-on-demand offers of the six Bertelsmann Content Alliance partners; Mediengruppe RTL Deutschland, RTL Radio Deutschland, UFA, Verlagsgruppe Random House, Gruner + Jahr, and BMG. 

The goal is to make the vast treasure trove of content, talents, stars, and personalities from the participating companies audible to a broad audience in the highest quality, and to discover and develop new talent. Exclusive, high-quality personality podcasts and audio series formats are planned. These will be made available as streams and downloads on the joint Audio Now platform, which was launched in March this year as the new central audio platform for Germany. The portal pools podcasts and curated audio content from German and international providers such as “Spiegel” and the “New York Times.”

The Audio Alliance’s production center will be Berlin, and the new company will also use the nationwide production capacities of RTL Radio Deutschland’s broadcasters. The formats resulting from the Audio Alliance will be exclusively marketed by the Ad Alliance, the marketing alliance formed by Mediengruppe RTL and Gruner + Jahr. Matthias Dang, Managing Director of the Ad Alliance, says: “By marketing the new audio offering, we are broadening our offer to advertisers and agencies and guaranteeing the most comprehensive media approach to consumers. That makes the Ad Alliance even more attractive for our customers.” 

Mirijam Trunk has been appointed Managing Director of the Audio Alliance. The radio journalist, a German School of Journalism graduate, currently works for Gruner + Jahr in the News Group’s publishing management. She writes for “Stern” and works as an advisor to senior management. In her new role, Trunk will report to Stephan Schmitter, CEO of RTL Radio Deutschland, who is responsible for the Bertelsmann Content Alliance’s audio activities.

Stephan Schmitter says: “The Audio Alliance sets the strong content created by the Bertelsmann Content Alliance to sound. If you like exciting, high-quality stories and exclusive content, you’ll be sure to hear of us.” With Mirijam Trunk, he adds, the Audio Alliance will have a young journalist at its helm who has a great feeling for good content and knows how to move people. “The Audio Now platform, the Audio Alliance production company, and the Ad Alliance’s marketing underline our ambition to play a leading role in the German audio market.” 

Julia Jäkel, Chairman of the Bertelsmann Content Alliance Board, says: “The Bertelsmann Content Alliance is the number one in Germany when it comes to content creation and marketing. We are now bringing this power to the growing audio market. The Audio Alliance is an invitation to all creative people, inside and outside Bertelsmann, to develop, produce, and market their podcasts and audio offerings. Which makes it an excellent first example of what new creations this consortium can bring forth.”