Lucerne, 4 May 2011 – Four hundred leading public service media professionals from all over Europe are coming to Lucerne for the Eurovision TV Summit, organized by the EBU, from 2–6 May. The highlight of the Summit is the Common Focus Day, to be attended by more than 300 delegates.

Jørgen Franck, EBU a.i. TV Director says:
"Public broadcasters are reinventing themselves as multiplatform media services in a world of converging media, which is why we find it essential to focus this year’s weeklong Summit on:  Public Service TV 2020 – the future we will create."

The Summit offers inspiring, informative meetings and conference, and unique opportunities for public service media to contribute to the shaping and development of future programming. The Common Focus Day features discussions ranging from engaging and entertaining younger viewers to how public broadcasters can adapt to the fast-moving demands of a more connected audience.

Opening speaker is internationally acclaimed teenage author and voice of youth, Adora Svitak, 13, who will provide an insight into what younger audiences want from TV programming. And several speakers will address "Social TV", and examine its potential dominance of the television of the future.

Organizer of the day Nicoletta Iacobacci, EBU Head of Multiplatform, comments:
"The 'lean-back' experience of watching television is being transformed into  a 'lean-forward', experience expected by audiences, and public service media will provide it all."