European policy makers and public service media were in Brussels Thursday (30 May) to discuss the future of the media ecosystem and the fundamental role of content at an EBU conference called “Empower, Engage, Enjoy!”.

Keynote speaker Pat Rabbitte TD, Irish Minister of Communications, said: “In a world where the traditional roles of broadcasters and media companies seem so plastic all of a sudden, it is clear that content is going to be even more important than at present.”

“Television broadcasting, in a European context at least, is a profoundly important artefact of our civilisation. The technology will change, it must. The content, on the other hand, the diverse and plural material produced for the benefit of our populations must and will be sustained. And people must be able to access it through whatever devices are in use.”
For his part, EBU President Jean-Paul Philippot told the meeting: “Media content is not just a commodity that fills up airwaves, cables and networks. It is first and foremost linked to the social, cultural and democratic needs of citizens.”

During what was a fast-paced event, the EBU put the focus on the Core Values of PSM and called for EU media policies centered on rewarding high-quality content, conveying democratic values and meeting the expectations of audiences.

EBU Members gave his message substance by showcasing some top quality television, radio and online media developed over the past years before an audience of EU officials and media policy stakeholders.

Presenting a recently published Green Paper on Media Convergence, European Commission Deputy Director General for Communications, Content, Networks & Technology (DG Connect), Roberto Viola, said PSM still have a key role to play in the converging media environment. His views were echoed by Jan Truszczyński, Director General of the European Commission’s Directorate for Culture and Education (DG EAC).

The ensuing discussions on the regulatory needs of PSM and the media ecosystem raised the importance of free-to-air television and radio, net neutrality, incentivizing excellent productions and empowering audiences.

“What we need is a holistic approach to the media,” concluded EBU Director General Ingrid Deltenre. “Policies should privilege the fact that the media’s fundamental contribution to society lies in the way it helps people express identities, make informed choices, and define their vision of society.”