TV news from the trade publisher

Streaming in the media house: How WEKA Industrie Medien is setting new standards with moving images

What used to be the preserve of large media companies is now also becoming a model for success in the B2B sector: in-house TV studios, video productions and cross-media news formats. WEKA Industrie Medien from Vienna is a prime example of this. The company - a subsidiary of the German WEKA Group - shows how specialised publishers are living the digital transformation and tapping into new sources of revenue.

The entry into moving images: born out of the crisis

The coronavirus pandemic was a turning point for many media companies - including WEKA Industrie Medien. When the events division suddenly came to a standstill in 2020, Beatrice Schmidt, then Head of Events and now Managing Director, decided to take a bold step: instead of retreating, she decided to invest. The idea of an in-house TV studio for virtual events and specialised news formats was born.

Beatrice Schmidt, Managing Director of WEKA Industrie Medien GmbH

"The streaming business is my baby," says Schmidt in an interview with kress.de. The start was anything but glamorous: the collapse of the event business meant improvisation, retraining and new digital formats. But it was also the initial spark for the path to becoming a fully-fledged video publisher.

From green screen to news programme

The studio went into operation back in summer 2020 - funded at 50 % by the Austrian Digital Transformation programme. Since then, numerous formats have been developed, including the flagship project "Industriemagazin News": a 15-20-minute news programme that is broadcast every week - with a high number of hits on the website, LinkedIn and, above all, YouTube.

The format combines the latest news with studio interviews, industry insights and reports on the economic situation. Editors are responsible for conception, moderation and production - multitasking is mandatory. "Editorially, everyone has to be able to do everything," says Schmidt. "We are simply too small a media company for silos."

Reach through cooperation

For the past two years, the format has also been broadcast by the Lower Austrian regional broadcaster NÖN-N1-TV. This achieves a technical reach of around 400,000 households and extends the presence of the specialised format to linear TV viewers. Paired with social media snippets on Instagram, TikTok and LinkedIn as well as teasers on industriemagazin.at, this results in a considerable cross-media reach.

New sources of revenue through video marketing

The commercial side is not neglected: TV appearances, advertising integration and commissioned productions are marketed in a targeted manner. Additional services such as distribution via websites, newsletters or social media channels are offered on a modular basis. This turns a video project into a scalable marketing package.

Conclusion: moving images are here to stay

WEKA Industrie Medien impressively proves that specialised publishers can also gain a foothold in moving image journalism - with a clear strategy, professional depth and entrepreneurial courage. The TV studio is more than just a coronavirus remnant: it is the key to the multimedia future of a specialised B2B publisher.

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