The Bait must be Attractive to the Fish and not to the FishermanPaperback, 26 July 2013

In communication sciences partnerships between entertainment media professionals and sustainability organizations conveying prosocial messages are called 'Entertainment-Education (E-E) collaborations'. Whereas comprehensive research takes place in countries such as the Netherlands and the US, the field is a terra incognita in Germany. Even though German E-E collaborations are designed and implemented they still are unusual experiments. The qualitative study presents first results on characteristics, conditions and forms of E-E collaborations in Germany's television field since the 1990s. It reveals various factors leading to a highly complex situation for the collaborating partners. One central factor is the media legislation, which does not provide a clear orientation standard for the partners. Another one is the public acceptance of E-E collaborations. Some forms are accepted while others are not. Hence, for German television formats, forms with a low to medium level of collaboration (E-E service and E-E license partnerships) should be preferred in contrast to high level collaboration forms (E-E co-productions and E-E inscript participations).