In this article, Olivia BRÜN (ESSEC Business School, Global Bachelor in Business Administration (BGBA), and ESIC Business School, Bachelor of Business Administration and Management (BBAM), 2022–2026) shares her professional experience as a Product Management Intern at MagentaTV, the TV and streaming service of Telekom Deutschland.
About the company
Telekom Deutschland’s flagship product, MagentaTV, supplies a wide variety of TV, streaming, and on-demand media to a large consumer base. Product Management is key to making the platform meet user expectations and align with the strategic goals of the company at large.
My group was tasked with improving customer happiness as part of the broad category of user experience, which encompasses long-term user engagement, content suggestion, and product discovery. This project cut across various industries, involving editorial management, user experience research and studies, marketplace research, and the implementation of customized content plans.
Logo of Telekom Deutschland.
Source: the company.
My internship
In the summer of 2023, I completed a two-month internship in the Product Management department of MagentaTV, which is a part of Telekom Deutschland. My duties covered major areas such as Editorial Campaign Management, Conceptual Development, Sales and Customer Journey Mapping, User Experience and Personalization.
As part of this internship, I gained valuable insights into the customer-focused aspects of the entertainment industry tied to Germany’s market-leading telecommunication provider and its management of digital media products. In addition, I was exposed to the intersection of product innovation, marketing technology, and corporate strategy in a large-scale organization.
My missions
During my internship, I was given the following responsibilities:
- Organizing editorial functions to carry out emphasized content and promotional campaigns.
- Conducting competitive and market research related to streaming in the DACH region.
- Assessing customer experience, identifying areas of concern, and recommending improvements.
- Leading workshops to improve user experience and create innovative product offerings.
- Contributing to data-driven marketing initiatives, including personalization strategies for various user segments.
By completing these assignments, I gained a hands-on understanding of how consumer demands and technological limitations shape media products. Cross-functional collaboration with marketing, analytics, and user experience (UX) teams offered key insights into organizational dynamics.
Required skills and knowledge
The internship required sound analytical reasoning, structured conceptual thinking, and strong communication skills. Knowledge of consumer behaviour and digital trends was essential, especially in developing personalization strategies and campaign concepts. Technical tools like PowerPoint, Excel, and basic CMS were part of my daily toolkit. Above all, adaptability and attention to detail were vital in a fast-paced environment.
What I learned
My experience at MagentaTV gave me deeper insight into translating customer needs into meaningful product features. I learned how business strategy and product design merge in the context of digital platforms. I also developed an appreciation for how cross-functional teams collaborate across business, editorial, UX, and technical areas to shape user centered media services.
Financial concepts related my internship
Although I didn’t engage directly in financial analysis, my work was informed by a number of financial principles: customer lifetime value (CLV), return on investment (ROI) for campaigns, and subscription-based revenue models.
Customer Lifetime Value (CLV)
Retention strategies and personalization efforts were guided by the aim to increase CLV, a metric assessing the long-term value each customer adds to the business.
Return on Investment (ROI) for Campaigns
Evaluating editorial and marketing initiatives involved understanding KPIs that reflect campaign efficiency in terms of engagement, conversion, and acquisition costs.
Subscription-Based Revenue Models
Working with MagentaTV helped me understand the importance of recurring revenue, churn rates, and customer satisfaction in sustaining subscription-based business models.
Why should I be interested in this post?
This internship is particularly relevant for students interested in digital media, marketing, and product strategy. It illustrates how business thinking, technical execution, and customer engagement converge in real-world settings. It also highlights the importance of user-centric product development as a strategic advantage in subscription-based businesses.
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Useful resources
ForaSoft – Streaming App UX Best Practices
An article offering industry insights into optimal user experience design in streaming applications, relevant to MagentaTV’s personalization and product innovation efforts.
Hotbot – Unlocking the Benefits of MagentaTV in 2023
A feature article exploring the core functionalities and improvements of MagentaTV, shedding light on user experience enhancements from a customer perspective.
Broadband TV News – Deutsche Telekom Relaunches MagentaTV
Covers the major 2024 revamp of MagentaTV, aligning with key initiatives I supported during my internship in product development and editorial strategy.
MIPBlog – Best Interfaces of Streaming Platforms
Compares interface design across major platforms and positions MagentaTV within a competitive UX landscape — highly relevant to user journey mapping work.
About the author
The article was written in May 2025 by Olivia BRÜN (ESSEC Business School, Global Bachelor in Business Administration (BGBA), and ESIC Business School, Bachelor of Business Administration and Management (BBAM), 2022–2026), 2022–2026).