New ORF Sports Leadership Prioritizes Stability Amid Major Events
The Austrian Broadcasting Corporation (ORF) has recently appointed Veronika Dragon-Berger and Martin Szerencsi as interim heads of its sports department following the departure of Hannes Aigelsreiter. The new leadership aims to restore stability and calm within the sports editorial team, focusing on seamless coverage of upcoming high-profile sporting events, including the 2026 FIFA World Cup and the Winter Olympics.
ORF's sports department, comprising approximately 100 staff members, is preparing for a demanding year ahead. Dragon-Berger and Szerencsi bring extensive experience from their previous roles as deputies, ensuring continuity in planning and execution. Preparations for the major events have been underway for several months, with broadcast schedules and staffing largely established to maintain the network's traditional standard of sports coverage.
Despite recent management changes, the sports department remains a core component of ORF's programming. Both interim leaders report strong support from the executive management, underlining the importance of live sports for the broadcaster's audience and overall strategy. ORF continues to invest in sports broadcasting, responding to audience demand and maintaining high viewership figures for major sporting competitions.
The distribution of responsibilities under the new leadership is clearly defined. Szerencsi will oversee economic matters, including licensing and production logistics, while Dragon-Berger will focus on editorial, journalistic planning, and stakeholder engagement. This division is intended to streamline operations and ensure effective management during a period of transition and increased workload.
Financial constraints and a competitive market for sports broadcasting rights have prompted ORF to adopt more strategic approaches. The organization is increasingly entering into partnerships, such as those with ServusTV for events like the FIFA World Cup and Formula 1, to optimize resources and reduce costs. Joint production efforts and shared broadcasting rights are becoming more prevalent, with the aim of maximizing audience reach while managing budget limitations.
ORF has also made efforts to expand the range of sports covered, particularly through its dedicated channel, ORF Sport+, which features over 70 different sports. The network is committed to giving exposure to a diverse array of disciplines, including less prominent sports, especially during busy winter weekends. This approach helps fill program schedules and introduces audiences to a broader spectrum of sporting activities.
Maintaining a leading position in winter sports coverage remains a strategic priority for ORF, given its strong historical performance and high viewership in this area. The network also continues to secure popular events like Formula 1, although retaining exclusive rights to premium sports content is becoming increasingly challenging.
Diversity and gender equality are key considerations for the new leadership. Efforts are ongoing to promote female representation both on-screen and behind the scenes, including in directing roles and as commentators. While progress has been made, challenges remain, particularly in overcoming societal perceptions and ensuring women receive equal opportunities and recognition in sports journalism.
Digital transformation is another focal point for ORF's sports strategy. As program schedules become more crowded and audience preferences shift, the broadcaster is leveraging digital platforms to offer more flexible viewing options. ORF Sport+ is secured for linear broadcasting until 2029, but there is an increasing emphasis on digital distribution to accommodate overlapping events and provide audiences with greater choice.
Veteran sports executive Hans Peter Trost continues to contribute his expertise as an advisor, supporting the department with his longstanding industry experience and contacts. This advisory role is viewed as valuable for navigating ongoing challenges and supporting the department's objectives.
Dragon-Berger and Szerencsi remain focused on their interim roles, with plans to review future leadership arrangements after the completion of major upcoming events. Their immediate priority is to ensure the smooth delivery of ORF's sports programming during this period of organizational change and heightened activity.