Carl Bertelsmann Prize: Social Responsibility and Television Broadcasting

The Bertelsmann Stiftung works with media experts to identify the primary criteria for ensuring socially responsible programming: political independence, diversity of opinion, journalistic professionalism and fairness. The selection committee identifies broadcasters who assume social responsibility, earn good ratings and are economically viable. Exemplary socially responsible programming can be delivered only in an appropriate social and political environment. British Channel 4 distinguishes itself by its ambitious programming, characterized by an obligation to provide as much variety as possible, to consider the interests of diverse groups of viewers and to develop innovative program content and forms. Since its founding in 1959, the Australian broadcaster TV W7 Perth has used social responsibility as a guideline for its programming. Calling itself a family channel, it produces many entertainment programs in-house and offers a wide variety of documentaries and talk shows. In addition, TV W7 makes air time and technical equipment available to social welfare organizations, supports schools in preparing educational materials, works with a job exchange to combat unemployment and participates in traffic safety campaigns.


Opening event "A modern approach close to the citizen – Reform of Saarland municipal government" with Oskar Lafontaine and Reinhard Mohn

The Bertelsmann Stiftung and the Saarland Ministry of the Interior conduct a joint project known as "A modern approach close to the citizen," with 53 of the 58 Saarland municipalities and municipality associations taking part. Based on the criteria for the 1993 Carl Bertelsmann Prize, "Democracy and efficiency in local government," a competition is held, culminating in the awards ceremony in autumn 1996. To help participating communities reach the goal of "municipal authority as service enterprise," a broad program of seminars is developed and held. These set forth the building blocks for the "new management model" for local administrations.

Introductory seminars are held for the target groups involved in the modernization process – heads of administrative authorities, heads of departments and agencies, personnel committee chairmen and political leaders – to explain the competition's purpose and criteria. Basic seminars follow, covering development of a management model, products, budgeting, decentralised responsibility for resources, controls and reporting, and personnel management and staff motivation. Almost without exception, these are led by experienced practitioners. More than 100 seminars are held, with approximately 2,500 people taking part.


Center for Higher Education Development (CHE) is founded

The CHE is a think tank for higher education in Germany. The CHE aims to promote responsible and economical use of resources in universities. This does not mean that universities aim to maximize profits or that economical use of resources is the primary goal. However, they should strive for the best balance between ends and means. This requires the development of cost consciousness. Co-founders are the Bertelsmann Stiftung and the German Rectors' Conference.