(Flickr/garryknight)

In the lead up to the European elections in May 2014, public broadcasters will target a young generation of public service TV viewers who believe "life is happening somewhere else". During an afternoon session of the annual Eurovision TV Meetings, which opened in Berlin on 9 September, representatives of the Eurovision Science & Knowledge Experts' Group brainstormed production ideas.

Experts' Group chair Asta Dalman (UR Sweden) said PSM wants to restore the voice of young people aged 15-25 and instill in them "a fresh sense of community".

"These are kids who may have dropped out of school, who may not have jobs, and who don't feel society is for them," Ms Dalman said. "They're one of PSM'S biggest challenges. They don't watch TV and they don't feel part of the democratic process. That needs to change." 

Ms Dalman said that PSM must find alternative platforms and new ways to reach young people.

"First and foremost we are broadcasters, but we need to look at more innovative ways to give them back a voice," Ms Dalman said. "We need to communicate on their level, and identify topics which are relevant and presented in a candid way."

Ms Dalman gave examples of YouTube videos that have gone viral, where young people have told personal and poignant stories on topics ranging from rape to racism.

"Often, these very difficult subjects are dealt with with enormous humour and pathos," she said. "We need to do the same, to create powerful testimonies that we can deliver to the European Parliament, to remind them that they have a duty to these young people too."