The holistic concept for the new ZDFmediathek – the online media library for ZDF – bridges the gap between linear and non-linear television, progressively incorporating innovations such as content on-demand and personalization, as well as transmedia formats and social media. In this way, it helps ZDF hold its own against video-on-demand portals and other broadcasters. The concept strengthens all the aspects that ZDF has traditionally stood for as a brand and an institution: classic television and the unifying experience of viewing programs together.