Training begins with a spontaneous interview. Participants are put on the spot and showered with questions. The film is then watched and evaluated in ETH's Multimedia Room. "Television is a visual communication modus," says Klingler. "This sounds pretty obvious but what it means is that how something is said is often more important than what is said." The "how" also includes, for example, which sections of a picture are chosen, against which background the interviewee stands or sits, whether noises detract from the focus, etc.

One important element is the preliminary discussion. "This is a chance that the scientist shouldn't brush aside. This is where one can find out what the aims of the journalist are. It is also an opportunity to clear up any misunderstandings. And not least, it can establish an atmosphere of trust if the two parties are meeting for the first time," says Klingler. The offer is welcomed by the participants of the third media-training course. "Practising in front of a running camera has been very useful. I now know how television operates," said one professor who was taking part. For the professional media man Roman Klingler, there are two main things that the short media- training course can provide. "On the one hand, it gives people the chance to rehearse interview situations in a protected environment, and, on the other, provides them with information on the specific needs and circumstantial constraints that TV journalists face."

Media-training courses are carried out on request; costs are charged to the respective department or institute.

Filming for the channel 3Sat's science magazine "nano“: the space biology group of scientists has to get its explanations right. Picture: Reto Vetterli/3Sat large

"Publishing houses and TV channels have discovered a pot of gold: issues surrounding science and technology" reported Germany's Der Spiegel recently. At last year's European Science Writer Award, Gero von Randow, science editor of Hamburg's weekly newspaper Die Zeit, said, "Science delivers headlines. It provides front-page stories, lead articles, TV news headlines, special programmes on ZDF, and movie films and bestsellers besides.

Science is sexy! Publication figures reflect this phenomenon. In 2003, the "Science" section of the Swiss Sonntags-Zeitung, for example, was read by 86 per cent of readers, way ahead of the newspaper's "Sports" and "News" sections. Or "Menschen Technik Wissenschaft“ (People Technology Science) a popular science programme on Swiss TV, SF DRS: 27 per cent or 440,000 viewers rate the programme as one of the best on Swiss television.

However, science is exacting. Science journalists aren't the only ones who are aware of this. "Science has to leave its ivory tower," as Martin E. Schwab, Professor at the Institute for Brain Research of the University of Zurich and ETH Zurich tells Roche Magazine, and Peter Gehr from the Institute of Anatomy of the University of Bern says, "Science has to explain itself to the population at large, it has to discuss its work and results with them."

This requires specific tools. Because to communicate in twenty seconds, in front of a running camera, something of what one has been working on for many years is anything but simple. Giving an evaluation of societal questions on the radio–calling to mind numerous interviews given by ETH researchers surrounding the war in Iraq–scientific experts need to be media savvy. The necessary know-how can only be obtained by training–reading a book on the subject is simply not enough. This is why Corporate Communications at ETH Zurich enlarged its offer of services by a of media-training two years ago. At present, Roman Klingler, part-time employee at ETH since autumn 2000, and former TV journalist with SF DRS (news programmes, such as Schweiz aktuell, Tagesschau, 10vor10) is responsible for the course which he teaches in close co-operation with NET (Network for Educational Technology) at ETH. "Talking or even delivering a short statement in front of a running camera is the devil's own work for lots of scientists," as Klingler came to realise during his journalistic career. Many scientists don't believe that complex matters can be summarised in a few words. Knowing how the media functions can be of great help.