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Since only plurality and diversity are the answer to one-sidedness, Media Tenor will again be presenting Awards for diversity in coverage. Not only to leading media, but also to organizations, which managed during the course of one year (1 July 2006 – 30 June 2007) 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 ability to form their own opinion whether it be before going to the movies or entering the voting station.
The Media Tenor Awards are different from other journalistic awards because there is no jury which, on the basis of subjective opinions assesses the quality of individual journalists. Instead the total sum of reporting over a one year period forms the basis of the criteria. Each and every article in the political and economic sections, every report in the main news programs are analyzed in terms of which topics were addressed, which sources were used, which organizations or people were having their voice heard, and which countries reported on for example.
In order to avoid being the victim of special events, Media Tenor does not draw on a sample week or month to come to its conclusions as is often the case with other research organizations. Instead all articles or reports, which were screened or printed during one year form the basis of the assessment to decide which medium offered the greatest scope of issues to its audiences. Ratings such as positive or negative comments on companies, parties or NGO’s do not play a role, but rather which editorial team manages, despite day-to-day time pressures, to address the greatest variety of issues, sources, organizations and people over a one year period.
As in the past, the media who did not receive an Award argue 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 those organizations, NGO’s, companies and economic institutes that have done just that.
Again, individual achievement or single occurrence does not matter, but rather the continuity and diversity in coverage - and those who break through the Awareness Threshold beyond 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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