ProMedia Association

(Kopie 1)

Keystone-SDA initiated the formation of the ProMedia association to promote and safeguard the quality and diversity of media coverage in Switzerland. Specifically, the association supports nationwide, multilingual core news provision with fact-based, independent information and reporting from Switzerland and abroad. ProMedia aims to support selected innovative projects that strengthen core news provision. The focus is on initiatives that benefit the entire media ecosystem but requiring financial support or seed funding to launch.

Funding for these public-benefit projects will primarily come from contributions by foundations dedicated to media support. Amid structural challenges in financing journalism, foundation funding for media and journalism is becoming increasingly important alongside private philanthropic engagement. The association’s structure emphasizes Keystone-SDA’s editorial independence and the public-benefit purpose of the supported projects through appropriate governance.

Board of Directors

Hanspeter Kellermüller, President
Federico Bragagnini
Adrian Häsler
Jann Jenatsch
Isabelle Schafer

The association has been recognized as a public-benefit organization by Bern tax authorities and exempted from taxation.

Current Project: «Young Audience Channel»

This project seeks industry-wide innovation to combat news fatigue among young people and raise awareness of journalism’s importance for future generations. In collaboration with FHGR, it includes in-depth research on youth news consumption and preferences. Parallel development of an innovative media format will tailor content, storytelling, multimedia presentation, and distribution to younger adults’ habits. The focus is scalability and broad impact, with content made available to Swiss media via Keystone-SDA for reaching younger audiences.