INMA Elevate Scholar: Thomas Flax of Russmedia
Editor's Inbox | 18 July 2024
In December 2023, INMA and Google News Initiative (GNI) awarded their fourth annual Elevate Scholarship to 50 news media professionals from 31 countries. This series features these impressive media professionals who are shaping our industry.

For nearly 10 years, Thomas Flax juggled two successful careers — as a wheelchair tennis player and a part-time marketing assistant for the Russmedia-owned newspaper Vorarlberger Nachrichten.
But after competing in the 2021 Paralympics in Tokyo — and earning his sports journalism degree shortly afterwards — he turned his attention to journalism full-time.
Now, as the head broadcast editor for the Austria-based streaming programme Vorarlberg Live, Thomas is reaching a vast audience:
“It reaches over 120,000 viewers, 150,000 print readers, and 230,000 users through various multimedia channels,” he said. “My biggest achievement is the trust that my editors have placed in me for hosting live shows, despite being a person with a disability who relies on a wheelchair.”
Vorarlberg Live is a regional news talk show that draws its topics from Vorarlberger Nachrichten and Vorarlberg Online. It is broadcast live every Thursday from the Russmedia TV studio and features relevant discussions on current regional topics, video content from mobile reporters, and frequent live streams, such as amateur football games.
Under Thomas’s leadership, Vorarlberg LIVE transitioned from a daily programme to a weekly format on VOL.AT in October, focusing on expanding new digital video formats on the central digital subscription project known as V+. Thomas also plans to test local video documentaries alongside live broadcasts to create added value and focus on the subscription business.
Although he has made significant contributions to the company in a short time, Thomas said his aspirations extend far beyond his current role. He is keen on learning from best-practice examples set by well-known media publishers and gaining insights into successful strategies, particularly in the realm of subscription models for video content. He is also interested in exploring various advertising formats within the context of video content.
“It’s also crucial for me to explore the various advertising formats within the context of video content and understand which approaches have been particularly successful in this domain,” he said. “I aspire to learn from other news editorial teams and observe how they navigate the associated challenges.”
Like many in the industry today, Thomas is eager to explore the integration of artificial intelligence in the media industry: “I look forward to engaging in extensive discussions on this topic and acquiring knowledge of the latest tools and technologies relevant to this field. Staying up-to-date with industry developments and harnessing the opportunities and challenges presented by artificial intelligence is of utmost importance to me.”