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Divimove and ZDF launch "sportstudio" channel on TikTok

May 6, 2021

Branded

"sportstudio" is breaking new ground in social media with its own brand presence on the short video platform TikTok. The popular sports format from German TV broadcaster ZDF is now inviting the TikTok community to share their sports stories. In addition to emotional and entertaining sports highlights, the @sportstudio.de channel focuses primarily on communicating sports knowledge tailored to the TikTok target group.

The videos on the channel are presented by boxer Zeina Nassar and sports journalist Magdalena Austermann. This TikTok transformation of "sportstudio" is being conducted by the pan-European studio and talent agency Divimove.

"We see TikTok as an opportunity to reach young users with breaking news and in-depth sports content and thus present the sportstudio brand to a new target group. 2021 is an important year for the sports community. The upcoming UEFA EURO and the Summer Olympics are the ideal time for this experiment", ZDF’s Head of Sports, Thomas Fuhrmann says.

European Soccer Championship and Community Challenges

"sportstudio" will feature the greatest sporting moments and events on TikTok, such as the German Soccer League, the UEFA EURO and the 2021 Summer Olympics. In addition, various content formats provide the audience with background information.

"We want to be bold, regularly try out new things and show that the journalistic content our brand stands for can be combined with the playfulness and entertaining nature of TikTok. To do this, we found two great hosts who perfectly fit to our brand and who belong to the young target group themselves",explains Fabian Swidrak, Head of Social Media at ZDF's sports editorial department.

The perfect match between brand and target group

Zeina Nassar (23) and Magdalena Austermann (21) are the two faces behind the new "sportstudio" channel on TikTok. Nassar, from Berlin, won the 2018 German boxing championships in her weight class. In 2019, she successfully fought fora change in the international boxing rules, which has women to box in the hijab ever since. Austermann is a student sports journalist and has gained initial experience as a video reporter and podcaster in amateur sports. They will jointly guide the community through the world of current sporting events, welcome changing guests and invite controversial discussions.

The pan-European studio and talent agency Divimove is responsible for the concept, social media strategy and editorial work, as well as casting the hosts and producing the content for the TikTok channel "sportstudio”.    

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