Linette Zaulich
Last April, Linette Zaulich took on the role of Head of B2C, in addition to her role as Director Unscripted at ZDF Studios. In this new role, she encompasses the development and management of direct offers to end consumers through licensing to platforms such as streaming services, FAST channels, or digital marketplaces. Señal News spoke with Zaulich to detail the challenges of her new position.
How would you define ZDF Studios’ B2C strategy?
"Historically, our B2C activities played a secondary role to our core B2B operations. However, this has significantly evolved. We now define B2C as any activity where we determine both the brand and the content, whether it's distributed via FAST, SVOD, or AVOD platforms. Through direct licensing partnerships with third-party platforms and trusted collaborators, we gain valuable consumer feedback. In today's dynamic media landscape, this kind of insight is crucial, as it enables us to continuously adapt, ensure relevance, and develop sustainable, high-performing channel offerings. Our B2C efforts have matured considerably and are now being approached in a more strategic and centralized way across the organization. Globally, our primary goal is to strengthen and expand our brands among diverse audiences. We recognize that each market has its own digital maturity and local players, which must be factored into our strategies. That requires a deep understanding of regional trends, something we're fortunate to possess within our dedicated team and genre-specific expertise."
What are the challenges and opportunities in the B2C arena for a producer and distributor like ZDF Studios?
"At this point, we need to focus equally on both B2B and B2C strategies. Building new brands in unfamiliar markets requires patience, investment in localization, and marketing resources. None of which would be possible without the foundation of our established B2B business. One of the biggest challenges, and also a key opportunity, is the shift from creating content for known programming slots to producing for discoverability on algorithm-driven platforms. That demands a new mindset, where success is often defined by how content performs in an unpredictable, user-led environment. That said, our longstanding relationships with global and local platforms allow us to spot emerging trends early and adjust our content strategy accordingly. We see a clear advantage in combining the expertise and storytelling tradition of linear TV with innovative approaches for digital-first audiences, especially the younger half of the population. It all starts with being open to learning and adapting."
How do you work with your extensive catalogue to reach the right B2C platform with the right content?
"It starts with understanding the platforms themselves. I spend time on both streaming and social platforms to experience how content is surfaced and consumed. Each platform has its own algorithmic language and logic for discovery. Once we understand the context, we return to our catalog to identify IPs and brands that meet specific needs. That could mean revisiting longstanding titles or finding hidden gems that align with current trends or audience preferences. We also implement tailored windowing strategies within our own distribution ecosystem, ensuring content is launched in the right place at the right time. That helps us maintain the value of our premium programming while adapting flexibly to platform-specific requirements."
How do you adapt your strategy to a constantly evolving context, with new and different B2C services launching frequently?
"Learn, adapt, apply. We constantly monitor new platforms and emerging trends, and when appropriate, we integrate those insights into our broader windowing and content strategies. Within those parameters, we often have content that can be distributed non-exclusively, which makes us a supportive and flexible partner, especially for newer platforms. I don't see B2C distribution as a zero-sum game. There's only so much time and attention a viewer can give, and no one's watching two apps at the same time. As long as the content is strong and strategically placed, there's space for multiple players to coexist."
What specific business opportunity do you observe around the FAST channels business?
"FAST channels serve a particular audience behavior: the lean-back experience. It's essentially the digital evolution of linear TV, no need to search, no need to choose. Just turn it on and watch. This format lends itself perfectly to single-IP or genre-specific channels, which offer instant brand recognition and predictable viewing experiences. If a viewer is familiar with the brand, they know what to expect—and that's a powerful value proposition. For ZDF Studios, FAST is a natural extension of our existing channel strategy. It allows us to broaden our reach and connect with audiences who prefer a curated, passive viewing experience, particularly in international markets."
AVOD is increasingly gaining ground against SVOD. Is that also a new opportunity for ZDF Studios?
"AVOD has been an integral part of our windowing strategy since well before I joined ZDF Studios in 2018. What's changed is its scale and potential, especially for Unscripted content. With the rise of new SVOD tiers and hybrid models, viewers are not only paying for premium content but also for the convenience and flexibility it offers. In this fragmented landscape, AVOD provides a low-barrier entry point for audiences and a valuable opportunity for us to expand our reach. That said, the current diversification of the media landscape has not reached its peak. This ongoing evolution is not always to the benefit of the consumer, who ultimately sits at the heart of any B2C strategy. Our goal is to serve them with content that resonates, regardless of the platform."