Behind the scenes: MKM students at the ORF

As part of the Media Competence course taught by Prof. (FH) Dr. Peter Schneckenleitner, 22 students in their fourth semester of the bachelor's degree program in Marketing & Communication Management went straight from the lecture room to the ORF studio in Tyrol.

On 20. May 2025, they took a look behind the scenes at a public broadcaster – from the production of radio and television programs to the digital editorial office. They were not only able to watch, but also step up to the microphone themselves.

EVERYDAY MEDIA LIFE LIVE: INSIGHT INTO EDITORIAL PROCESSES

The excursion provided practical insights into everyday life in the media. First, the students visited the various editorial offices. In the radio studio, an employee explained the procedures for broadcasting programs—from the morning traffic report to the half-hourly news, which is broadcast punctually from Vienna, to the music program, which is put together by the Tyrolean editorial team.

The procedures for conducting interviews were also discussed and the precise control of broadcasts was demonstrated using live announcements. Numerous monitors supported the presenter's communication with listeners.

A young editor, who also manages the social media channels, provided insight into the digital content and its guidelines. He pointed out that the editorial team has to follow clear guidelines for online publication.

Students were given the opportunity to actively participate in the series Eine gute Minute (A Good Minute). In this radio program, people share small moments of happiness from their everyday lives – whether it's a nice gesture or a special moment. The students had the opportunity to share their personal good minute of the week, enriching the format with real, true-to-life stories. They are already looking forward to hearing themselves on the radio and are excited about their contributions.

Background noise was also discussed; occasional background noise is considered authentic and can be compensated for using filter technology if necessary.

Another topic was close cooperation with other regional studios. Regular editorial meetings promote the exchange of information on country-specific topics. The change brought about by the increasing use of digital content, with its impact on traditional media usage and readership figures, was also discussed.

EXCLUSIVE IN THE NEWS STUDIO

The impressive Studio 3 serves as a multifunctional event space. Companies can rent this space for events and benefit from integrated sound and lighting technology. Internal events such as Christmas parties are also held here. An adjacent sound studio, which was built specifically for this purpose, guarantees excellent acoustics.

At the heart of television production is the control room, where television technicians and directors control the flow of live broadcasts. Technical procedures are planned precisely to avoid delays. The use of artificial intelligence was also discussed, which offers great assistance but cannot think independently.

The production chain includes tasks such as camera control for color correction, measurement technicians for sound control, and file operators who sort contributions. The editor-in-chief gives essential instructions.

In the Tirol Heute studio, participants had the opportunity to read texts from a teleprompter in front of the camera – an exercise that presented a particular challenge in terms of looking at the camera and maintaining focus. Lighting is specifically adjusted to suit the presenters, while make-up artists optimize their visual appearance. There was also an exercise in weather forecasting, which highlighted the close coordination required between technology and performance.

INTERNSHIP PAVES THE WAY INTO THE MEDIA WORLD

ORF offers numerous entry points into the media industry. A former MKM bachelor's student now works in ORF marketing. Radio Tirol offers the opportunity to complete an internship. Mandatory internships must be applied for in advance. Applications to the editorial department open the door to the world of news. Openness makes it easier to get started, as there are many different areas to choose from. ORF offers job opportunities in project management, event planning, and other fields of specialization. Attending the Journalism Academy can help you get started in the industry.
A special project is the live radio show Sommerfrische, which runs for nine weeks. Three presenters provide the audience with leisure tips and entertaining information—and at the beginning of August, the format also makes a stop in Kufstein.

Links:

• tirol.ORF | Website
• Marketing & Communication Management | ft