“MUT, Der Deutschland Talk” is the video podcast of FOCUS online (Burda) with host Tijen Onaran, developed by ikone productions. Since its launch on 17 September 2024, 154 episodes and features have been released, with a combined total of around 3.49 million YouTube views (as of July 2026).
ikone was responsible for the format development in a joint workshop with FOCUS online and has supported the format throughout with directing and editorial revision. Production evolved over the seasons: season 1 at Redbox Studios, season 2 jointly by Redbox and ikone, since season 3 at ikone. This case shows how a briefing becomes a format that lasts.
The starting point
FOCUS online was looking for a new video podcast format to reach readers interested in politics and society with a more personal, opinionated conversation format, going beyond classic news reporting. ikone developed the format together with FOCUS online in a format development workshop.
The format
Tijen Onaran talks to guests from politics, business and society about Germany’s most pressing questions. The key differentiator: Onaran does not lead the conversations as a classic journalist, but as an entrepreneur, with direct, blunt questions instead of empty phrases.
- Real conversations
The perspective of an entrepreneur rather than a classic journalist, personal and blunt.
- Plain speaking
No empty phrases, direct and unexpected questions that provoke real answers.
- Courage & news value
Every episode delivers bold statements with social and political relevance and strong snippet potential.
The structure of every episode
- Intro: Recorded by the host separately from the interview, introduces the guest and topic.
- Interview: The core conversation, around 30 minutes, direct and personal.
- Quick-fire round: Fast questions that show the guest on several levels, personal, pointed, serious.
- Mutmacher: Statements and questions from the FOCUS online community, the guest offers its members targeted encouragement.
- Outro: Recorded separately, closes the episode.
The results
Around two years after launch, MUT is one of the most established video podcast formats of FOCUS online. Guests range from chancellor level to business leaders, among them Friedrich Merz, Olaf Scholz, Robert Habeck, Joe Kaeser, Julia Klöckner, Margot Friedländer and Karl-Theodor zu Guttenberg. Distribution via YouTube, focus.de, Spotify and the common podcast platforms.
The role of ikone
- 01Format development
Concept, dramaturgical structure, USP definition and audience and distribution strategy, developed in a workshop with FOCUS online.
- 02Directing
Guidance through every recording, so that dramaturgy and timing are spot on.
- 03Editorial revision
Fine-tuning the episodes, so that every edition delivers on the format’s promise.
- 04Production
Season 1 at Redbox Studios, season 2 jointly by Redbox and ikone, since season 3 entirely at ikone.
Frequently asked questions
Can a format like this also work for companies?
Yes. The mechanics, credible conversations with relevant guests and a clear dramaturgy, work just as well for companies, for example as a CEO format or expert talk. Our page on video podcast formats gives you an overview.
What does format development mean in practice?
A structured workshop that produces the concept, dramaturgy, USPs, audience and distribution strategy, the foundation every episode stands on.
Do you also take on ongoing production?
Yes. For MUT, production in season 1 was at Redbox Studios, in season 2 jointly by Redbox and ikone, since season 3 at ikone. More about our production services: video podcast production Munich.
Planning a format of your own?
In the first call we show you how your idea becomes a viable format.
Sources: format paper ikone x FOCUS online (2024), workshop structure (27 August 2024), full YouTube playlist analysis of all 154 videos (as of 16 July 2026).