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Media Lab Bayern Newsletter

Open Innovation Challenge

Free tools & formats for more diversity in your company!

We’re not the only ones who believe diversity and anti-racist attitudes should be commonplace in the media. You can now do your part to make inclusion and anti-racism integral parts of your company and, ultimately, the German media landscape. We’ve selected five ideas to receive a lump sum grant for development from a total of 20 submissions. The results of our challenge and information on already existing solutions are now available to check out free of charge:
Finished tools and format ideas you can use for your media company!

The media landscape in Germany has a major flaw: It isn’t representative.
. Consider: At a time when German society is becoming more diverse than ever,
non-white perspectives and media specialists remain woefully underrepresented in German media companies.

Without a diverse range of perspectives among editorial teams, anti-racist discussions rarely move beyond being a marginal issue. There’s a lack of diversity strategies in the media industry and anti-racist awareness in journalism studies in addition to a general lack of awareness of the value of diversity.


Discover new format ideas and tools for your media company – the intersectional newsletter provides a platform for publications by journalists who belong to marginalized groups. Each issue, a different marginalized journalist designs the editorial. Media companies can also publish job vacancies in the newsletter.

» Read more …

Diversal Analytics

Diversal Analytics shines the spotlight on how diverse online journalism really is. Our AI technology analyzes information on the people mentioned or described on your portal and determines the percentages for the gender, age and people of color represented.

» Read more …

Masala Talents – Inclusive Recruitment

Masala Talents is an ethnically diverse personnel database. It aims to increase the reach and professional cooperation opportunities for underrepresented talented individuals from the fields of creation and technology.

» Read more …

Masala Images – Inclusive Stock Media

Masala Images is a media database that allows you to find carefully selected images to create communication materials that appropriately and authentically portray your company.

» Read more …

Die Kettenre(d)aktion

Kettenre(d)aktion [chain re(d)action] is an interview format for Instagram Live featuring people of color, BPoC and people who experience marginalization. The proverbial microphone is passed from one conversation partner to another, turning the interviewee into the interviewer.

» Read more …

Use existing solutions or get inspired!

IDB | Institute for Zero Discrimination in Education

Along with consultancy services, we also offer research-based learning opportunities, in-house seminars and lectures on the topics of diversity and discrimination.


Halbe Katoffl podcast | Taking a stand against racism and promoting diversity

The Halbe Katoffl podcast is a series of interviews with Germans with non-German roots. It’s hosted by journalist Frank Joung, whose parents emigrated to Germany from Korea.


Kanackische Welle | The podcast tackling post-migrant identities

We meet up twice a month to discuss sexuality, masculinity, race, gender, culture and politics with a focus on a multicultural German perspective. Tune in to laugh and learn in equal measure.

Link | A project by SOZIALHELDEN

We’re committed to written and visual reporting on people with disabilities free from stereotypes. Our aim is to boost the diversity found in editorials.


Mediendienst Integration | Facts, figures and features

Our service platform provides journalists with facts, figures and features on migration, integration and asylum in Germany.


Mediendienst Integration | #imgespräch webstory

Insights for better reporting of hate crimes from talks with victims of the attacks in Halle and Hanau and the reporting journalists.


MyUrbanology | Resources for Black people and PoC

MyU promotes the connectivity and visibility of BiPoC with interviews, expert and job postings, book recommendations, advisory services and lifestyle products.


NDM | Closed doors in head editorial offices

NdM research on interculturally diverse media employees in German editorial offices and the stance on diversity held by executives in the media.


NDM | Good reporting requires the right language

The New German Media Professionals glossary provides writing tips, explanations and alternative terms for reporting in an immigration society.


Die Neue Norm | The magazine set on mainstreaming disability

The magazine for diversity, equality and mainstreaming disability. Taking a closer look at inclusion and placing disability in a social context.


Panthertainment | Diversity as the new normal

Panthertainment offers an alternative perspective on the predominately European narrative in the media industry through stories that highlight diversity as the new normal.


RosaMag | A lifestyle magazine for Black women

RosaMag is the first online lifestyle magazine in the German-speaking world to inform, empower and reach out to Black women.


speakabled. | Promoting increased diversity on stages in the DACH region

People with disabilities are rarely found on stage. The experts, professionals and specialists behind speakabled. all have one thing in common: a disability.


@wasihrnichtseht | Casting a light on everyday racism in Germany

@wasihrnichtseht offers Black people the chance to anonymously report on the racism they've experienced in German and help white people learn to become anti-racist.


Primamuslima | Muslims at the heart of our society

Addressing everything that motivates Muslims here in Germany: their job, relationships, family and beliefs. The guests will open your eyes and highlight just how diverse Islam is in Germany.


FAQ – Why do we need more solutions?

What’s the current status of diversity and representation in German media companies?

In 2020, the New German Media Professionals published a study titled »Diversity in German Journalism« which featured research on interculturally diverse media employees in German editorial teams.

In the study, only a small percentage of the participating editors-in-chief could demonstrate a migrant background; a total of eight out of 126. Of these eight individuals, no one represents a group subject to particular discrimination; no one is Black, comes from a Muslim familial background or from one of the largest immigrant demographics in Germany (Turkish, Polish or Russian speaking).

It wasn’t possible to obtain any figures on the migrant backgrounds of media specialists as data protection laws and anti-discriminatory measures prevent almost all media companies collecting data on this topic. Optimistically, the figure most likely doesn’t exceed 5% (non-representative study conducted in NRW in 2016).
However, this figure covers all individuals with a migrant background, whether visible or not. The number of media specialists with a visible migrant background is almost guaranteed to be lower.

In comparison, according to the Federal Statistic Office, at present, 26% of the German population has a migrant background (i.e. either they themselves or one of their parents were born without German citizenship).

Why is there still a lack of diversity in the German media industry?

According to the study »Diversity in German Journalism« conducted by the New German Media Professionals, while most of the surveyed editors-in-chief want to introduce more diversity among their editorial teams, none of them were able to specify concrete measures or targets.

  • None of the media companies in Germany have established a long-term, comprehensive diversity strategy, unlike big names like the BBC.
  • Up to now, anti-racist media practices have either been completely ignored or hardly touched upon in journalistic training.
  • There is a lack of awareness of why diversity and anti-racism in the media industry are key issues among media companies.
  • According to statements issued by media companies, when they hire employees, they solely focus on the accolades of the applicants. They also claim there is a lack of applicants with a diverse background.

Why does that lead to a worse media landscape?

  • Media won’t be able to succeed in adequately conveying reality if many perspectives are left out.
  • Experiences the majority of the population doesn’t have will simply be ignored or underreported, such as racism.
  • A growing target audience of people who aren’t white or have a migrant background and simultaneously pay subscription fees will fall to the sidelines as their perspectives aren't included in the media.
  • When society is represented from one angle, stereotypes get solidified (keyword: Chimamanda Adichie »The Danger of a Single Story«). If you only explain one perspective towards a situation, this is often interpreted as the absolute truth.

Our challenge expert

Pia Lexa is happy to help with any questions on the Open Innovation Challenge:

Do you have any questions on the open innovation program?