Business Project with RTL Deutschland: Streaming Strategies, AI and Brand Positioning

From the Classroom to the Media Industry: Real-World Learning at CBS

Business Projects are systematically embedded in the curriculum at CBS. Six teams from the NXT GEN programme International Business worked closely with RTL Deutschland over several weeks – one of Germany's best-known media companies.

The central question: how can RTL strengthen its position in the streaming market, deploy artificial intelligence strategically, and sharpen its brand against international competitors? Rather than merely analysing these questions, the students developed concrete strategic solutions – applying academically grounded methods exactly where they can make a real difference.

AI, Streaming and Brand: The Briefs for Six Teams

RTL Deutschland operates not only the linear TV channel RTL but also the streaming platform RTL+, placing it in direct competition with international streaming services. With growing competitive pressure, strategic questions around programming, brand and technology are high on the agenda.

The six student teams tackled three central topic areas:

• ‍Teams 1 & 2 – AI as co-programme director: developing a strategy for using artificial intelligence in operational programme planning – including an implementation prototype and concrete application examples for an RTL primetime slot and a personalised RTL+ streaming channel.‍
• Teams 3 & 4 – Product, release and distribution strategies: based on an international competitive comparison, the teams developed strategies for RTL (linear TV) and RTL+, as well as a conversion strategy from linear television to streaming. A particular focus was placed on integrating live-event buzz via social media and using the RTL+ app as an exclusive access point.‍
• Teams 5 & 6 – Brand positioning: developing brand positioning strategies for RTL and RTL+ based on a competitive analysis – right through to repositioning RTL+ as a European lifestyle entertainment ecosystem.

The students developed practical, innovative and actionable recommendations, working closely with the relevant contacts at RTL Deutschland.

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Presenting to the RTL Team in Cologne-Deutz

On 21 May 2026, the teams presented their results in person at RTL Deutschland in Cologne-Deutz. Situations like these demand more than well-prepared slides: what's required is the ability to respond to critical questions, justify one's own positions, and engage in discussion as an equal. For many students, this is one of the most formative experiences of their studies.

Uta Schmitto (Team Lead OnAir Promotion & Central Ad Coordination) shared the results internally with other departments. Timo Paetzhold (Strategic Programme Planning RTL+, Head of Originals RTL+), Leon Drockenmüller (OnAir Promotion Manager), Thomas Meurer (Conceptual Creator and Innovation Enabler) and Phil Pauls (Marketing – Conceptioner) are now reviewing them for possible implementation.

‍The collaboration with the CBS students has inspired me for years because they consistently bring fresh perspectives, creative ideas, and a genuine curiosity to the table. What I particularly value is the open exchange between practical experience and academic thinking: the students challenge existing approaches, think boldly ahead, and contribute innovative impulses to the projects. At the same time, it is rewarding to see how shared ideas develop into tangible results and personal growth. This unique combination of inspiration, dynamism, and mutual learning is what makes the university project so valuable to me. – Uta Schmitto, RTL Deutschland

Academic Supervision and Close Collaboration

The project was supervised by Prof. Dr. Julia Maintz, Professor of Internet Economics and International Management. She helped the teams underpin their arguments methodologically, bring in international comparative perspectives, and make their recommendations watertight.

Special thanks go to RTL Deutschland and Uta Schmitto and all involved for the trusted collaboration.

Real-World Business Experience Integrated into the Curriculum

The Business Project with RTL Deutschland is a strong example of the CBS study model. It shows how students can study in a practice-oriented way.

In CBS business programmes, the integration of real corporate practice is systematically embedded through:

• Business Projects addressing real strategic and operational challenges from partner companies
• Regular guest lectures by executives and industry experts
• Conventions providing space for interdisciplinary learning and practice-oriented leadership experiences
• Case studies and simulation games addressing typical business challenges
• Mandatory internships for applying academic knowledge in a corporate context
• Dual study formats with continuous integration into company structures
• A network of more than 1,300 partner companies across various industries
  

This structured integration enables students not only to analyse economic challenges, but also to develop well-founded decisions under real market conditions.

Those who choose to study at CBS benefit not only from a strong academic foundation, but also gain early confidence in professional environments – within teams, within organisations, and in front of decision-makers.

With projects like this, CBS reinforces its commitment to closely linking business and academia and preparing students specifically for leadership roles in a globalized and sustainability-oriented economy.

Conclusion: First-Hand Experience of the Media Industry

The Business Project with RTL Deutschland demonstrates how relevant strategic questions around AI, streaming and brand management are to the media industry – and how CBS students can actively contribute to answering them.

The students gained real-world experience, built direct company contacts, and developed a deeper understanding of strategic decision-making processes at one of Germany's largest media companies.

At CBS, practice is not an add-on – it is an integral part of the curriculum.