Where Poodles and Journalism Meet: MediaSchool Bayern

MediaSchool Bayern will leave a lasting impression on all of us, not just because of the project they deliver, but because the main character of this tour was, without any doubt, a poodle. It was always following its owner, who was our tour guide, wherever he went. It immediately captured our attention, stealing the show from both the guide and the tour. 

This second fieldtrip took place in a parallel world, where everything is different and faster, because you’re in the media world. In fact, we were in the AGROB in Ismaning, a 35-hectare park with the most prominent media, broadcasting and television clusters just outside the Munich municipality. It is such an amusement park for those who love media and want to work with it. 

Among companies such as DAZN and Antenne Bayern, we could find the MediaSchool Bayern, a training institute and media academy that trains around 100 students per semester. It was founded in 1995, and many journalists who are now working in radio or TV started their career there. These future media workers must respect a deal: they have to produce content and in exchange they will learn how to do it from professionals working there.

Students from all possible backgrounds can do internships at M94.5 and learn all kinds of skills requested nowadays by media companies. As a result, students learn not only from the experts, but also from each other, thanks to the different backgrounds. 

Since 1995, more than 5000 young people have been trained, ready to work in radio and TV. Since everyone involved is young they guarantee media pluralism by giving space to diversity and younger culture. Everyone comes up with their own idea and has room to develop it. They are injecting fresh, young perspectives into a media ecosystem dominated by established players. 

Mediaschool Bayern is a nonprofit organization, which means they don’t earn money from the content, but from other institutions. It is funded by public and private stakeholders who expect nothing in return. 

The freedom gained through this unusual funding model is precisely what allows MediaSchool Bayern to play a distinctive role in Germany’s media landscape. They transmit their programs in M94.5 in Munich and Max Neo in Nuremberg. Moreover, they have a TV slot in München.TV where they reach an audience of up to 60.000 viewers. This shows that they have a real impact on the territory, having access to these broadcasting spaces. 

To do this responsibly, the school adheres to a clear set of journalistic values. To begin with, the core of MediaSchool’s approach is learning by doing. They create real content, which is then transmitted on television or radio. In contrast with what you learn at university, in this context you have a moral responsibility, because you know that real people will engage with the content you create. 

But this is not the only value of this school. Nowadays the media landscape is continuously changing, and MediaSchool ensures that their students always work with up to date content and technology. For instance, they learn the different languages of each medium: for each platform, students learn which language and format works best. For example, they use Instagram to inform, whereas TikTok is used for something more spontaneous and casual. This reflects what Deuze (2004) identifies as the defining skill of contemporary journalism: the ability to think and produce across multiple platforms, adapting both format and language to each medium. At MediaSchool Bayern, this is not only a theory but also a daily routine. 

Through this they learn how to think critically about content and how to approach topics in different ways. 

This philosophy translates into a number of concrete strengths that make this model particularly valuable. First of all, the freedom and relaxed atmosphere in which students can work. They can freely choose a topic: they start with an idea and then develop a format, without pressure. It’s a psychologically reassuring workspace where students can work without the fear of doing something wrong. That is the most important f

actor, because in order to do something and become good at it, you need to practice in real-life situations over and over again. However, if you immediately put yourself in work situations where your actions have consequences, you might not dare to take the plunge, and as a result, you might not be able to fully grasp and master that concept. This is an environment where creativity flourishes without fear of failure. 

Yet not everything about MediaSchool Bayern is straightforward to praise. It is a great project but unfortunately not reachable for everyone. First of all, as we can see from the website, German is the predominant language, and since Munich is a truly international city, it would make sense to have at least part of the website available in English as well. Moreover, it is an innovative and educational project, and it is a shame to think that only students in Munich and Nuremberg can fully take advantage of this service. It would be interesting to consider expanding this type of education to other cities and countries as well.

Taken together, these elements paint a picture of an organisation that is genuinely valuable. 

Personally I was fascinated by MediaSchool Bayern. The most surprising thing is that it is open to students from all backgrounds, with no single required field of study. It is such a meaningful place to understand what you want to do in your life — because everyone has a dream or an idea, but when you actually start putting it into practice, doubts begin to arise. Here, you have the opportunity to explore your interests in depth and determine whether this is the right path for you, as well as identify which field or specialization might be the best fit. In a fast-moving world like today’s, it is a great opportunity to have a space where you can fail and make mistakes, even in choosing your career path.