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Since only plurality and diversity are the answer to one-sidedness, Media Tenor will again be presenting the awards for diversity in coverage. Not only to leading media, but also to organizations, which, during the course of one year (1 July 2004 – 30 June 2005) managed, with the help of a diverse range of issues, to reach the awareness of the target audiences. We congratulate them all, and us as well, since it is the diversity that gives the audience the sense to be able to form an own opinion. Before going to the movies or entering the voting station.
The Media Tenor awards are different from other journalistic awards in the sense that there is no jury which, on the basis of single opinions, is assessing the quality of individual journalists. In this case, the total sum of reporting over a period of one year forms the basis of the criteria. Each and every article in the political and economic sections, every report in the main news programs were analyzed, while looking at which topics were addressed, which sources used, which organizations or people were having their voice heard, which countries reported on, for example.
In order to avoid being the victim of special events, Media Tenor does not draw a sample week or month to come to its conclusions, as often done by other research organizations. All articles or reports, which were screened or printed during the year formed the basis of the assessment which medium offered the greatest scope of issues to its audiences. Ratings, such as positive or negative comments on companies, parties or NGO’s are not playing a role, but rather which editorial team manages, despite the day-to-day time pressures, to address the greatest variety of issues, sources, organizations and people over a one year period.
For the individual awards, a total of X reports/articles were analysed.
Like in the past, the not-awarded media argued that they would report more on image drivers such as innovation and research if corporate organizations or institutions would make this information more available, Media Tenor will again award organizations, NGO’s, companies and economic institutes that have done just that.
Again, not and individual achievement or single occurrence matters, but the continuity and diversity in coverage: who achieves to break through the awareness threshold outside of scandals, financial reports and press conferences. Volume and quality over one year are again the basis for the evaluation.
Roland Schatz
Founder and CEO Media Tenor
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