The way in which children adapt to technological innovation was a key theme explored by EBU representatives attending the three-day World Summit on Media for Children in Kuala Lumpur (5 to 7 September).

EBU head of television Bettina Brinkman took part in a panel discussion on programming for children across all media platforms.

“Producing content that engages young minds has never been more challenging,” said Ms Brinkmann.  “In recent years, there has been an explosion of content for young people across new platforms. Powerful storytelling remains the key to grabbing their attention.”

The 7^th WSMC – the first to take place in Asia – was organised by the EBU’s sister organization, the Asia-Pacific Broadcasting Union (ABU) and was hosted by Radio Television Malaysia (RTM). More than 1,000 delegates attended, among them senior producers, broadcasters, media regulators, educators and community leaders, committed to the improvement of quality media for children.

Earlier in the week, EBU project leader Nadja Burkhardt presented a selection of pre-school programmes produced by EBU Members from the ‘Erfurt Pre-school Item Exchange’ – a unique form of collaboration between programme makers committed to producing short films of outstanding quality. The Eurovision led initiative this year celebrated 40 years of exchange.

“This was an occasion to reflect on the different approaches to creating strong narratives, especially for pre-schoolers,” Ms Burkhardt said.