Increasing citizens’ digital skills

The Blue-print for media literacy

This is a call to action for public media to focus on digital media literacy (DML) in practical use. If they want their audiences to recognize, value and engage with their content in a fast-changing and challenging world, then public media must be on the front-line to deliver digital media literacy to audiences.

Participants will learn how to use the EBU DML framework and action points to create relevant and creative content and to build successful cross-sector partnerships.

This Master Class combines expert knowledge with relevant real-life case studies and current best practices. Participants will have the opportunity to put questions to guest speakers who have risen to the challenge of helping audiences develop digital skills. Participants will work in groups to find a practical outcome for each participant.

European Association for viewers interests

EAVI's new free cartoon on privacy, a two minutes cartoon "A Journey to Media Literacy 3: Privacy & Tacking"

Who it's for

  • Senior managers
  • Senior producers and editors
  • Channel/station editors and commissioners
  • Policy managers

What you'll learn

A concrete DML project for your organization to implement (advance work will be required).

  • A comprehensive understanding of the EBU framework for DML and action points for digital skills.
  • Insight into how PSM can deliver DML in great PSM content.
  • Tips for how to exploit the opportunities challenges of cross-sector partnerships.


Day 1: from 13:00 to 17:30
Day 2: from 09:00 to 13:00

Content outline

Module 1 – Four action points for digital media literacy
RTBF will show how it turned the theory into practice by creating its Digital Media Literacy Strategy

Module 2 – Access and use media content securely
Case study: Empreinte Digitale - Pure FM RTBF

Empreinte Digitale is a weekly online programme in which the audience get to leave their fingerprint by sharing their best bits of the web. From social media and viral videos to emerging new music.
A member of the Empreinte Digitale  team will introduce the project and take us though the development process before answering questions about the project and how it helps people contribute content to PSM.

Module 3 – Communicate and participate
Case-study: From current affairs to the classroom
This project by VRT Sandbox and Moovly was about creating and contributing to PSB content. It helped 10-12 year-olds create their own films about the 2015 Paris Climate Summit by repurposing actual footage from VRT using the Moovly open platform.
A member of the Moovly team will take us through the development process and the outcomes of the project before answering questions.

Module 4 - Understand and critically evaluate media content
Case-study: La boîte à clichés from RTBF
This project was designed to enhance the understanding of content by challenging stereotypes and bias in the media.
A member of the La boîte à clichés team will introduce the project and take us though the development process before answering questions.

Module 5 – Create media content
Case study: Yle Uutisluokka - Yle news class
This is a "learning by doing" project where students have a chance to make their own news with Yle’s professional journalists. This project helps students to develop the digital media literacy skills to participate and communicate and brings the voices of the young to a wider audience and help them understand the world.

Module 6 – From principles to practice
Each participant will present one idea that they would like to implement in their organization. The group will work together to help develop each idea so that everyone leaves with a practical plan for delivering digital media literacy to their audiences.

Guest speaker

Hanna Visala, Journalist and news anchor, Producer of Yle Uutisluokka Media Education Programme, Finnish Broadcasting Company Yle
She is a previous Master Class attendee, who produces the successful "Yle news class"

Faculty member


24 - 25 Oct 2016


RTBF, Brussels

Registration Deadline

21 Oct 2016

Registration details


  • 1st participant: EUR 750
  • 2nd participant from same company (25% discount): EUR 562.50
  • Additional participants from same company (50% discount): EUR 375 per person

The price includes tuition, course material and coffee breaks. It does not include any other meals, travel or hotel costs. 

Payment and cancellation policy


Thanks to the EBU Partnership Programme, a limited number of individual scholarships are available to enable participation in Eurovision Academy courses.


All participants are responsible for their own accommodation during the Master Class.
Please contact the hotel of your choice directly.

Working languages


Partners and Sponsors


Contact detail

Nathalie Labourdette
Head of EBU Academy
+41 22 717 21 46

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