A Geneva-based creative workshop to brainstorm ideas to help public service media (PSM) reach young audiences more effectively has generated more than 70 ideas.

Thirty participants, including young audience experts from EBU Member organizations and young people themselves, attended the meeting in February organized by the Eurovision Y-Now Group in the wake of a Eurovision Media Online survey of the EBU community.

A key workshop finding identified ‘involving young people in the content creation, production and distribution processes’ to better understand them. Participants agreed that it was essential to meet young people face-to-face to learn from their ideas.

Content ideas explored during the workshop focused on games, interaction, personalisation and contests.  The ideas will be developed by the Y-Now group into a toolbox of prototype templates to enable Members to allocate budgets more efficiently and to develop creative solutions faster.  

Vision2020 – the EBU’s investigation into the shifting media landscape – recommends Members place greater emphasis on creating content relevant to younger audiences who more often seek their content online.

About Y-Now

Y-Now is an internal group of multi-disciplinary and EBU staff tasked with exchanging ideas and sharing insights into the behaviour of digital natives. A key focus of the group is to anticipate trends and inspire colleagues to embrace creative initiatives to reach young people.

The Y-Now initiative has been identified as an EBU priority to support Members in their efforts to reach millennials more effectively.