EBU broadcasters with a track record of targeting young audiences have formed a strategy group to help Europe’s public broadcasters develop content of increased relevance to audiences aged 15-34.

The group, which includes representatives from VRT Belgium Flanders, DR Denmark, ARD Germany, NPO Netherlands, France 4, SVT Sweden, NRK Norway, YLE Finland, and BBC UK met on the opening day of the Eurovision Creative Days 2014 Forum (15/9) in Berlin.

Organizers Bettina Brinkmann, Head of Eurovision TV, and Henrik Hartmann, Secretary General Nordvision, say the group’s key aims are to:

• share strategic knowledge
• exchange information about successful youth formats
• identify the best platforms to deliver content to young people

“The single most important chance for public service media (PSM) is to be of relevance to young audiences,” Mr Hartmann said, “not only to secure our own future, but to serve their needs. PSM is uniquely placed to deliver information and content without a political or a commercial agenda, to offer trusted information in a neutral voice.”

The group’s formation comes at a time when public broadcasters are exploring the best platform to reach youth audiences. Norway, Denmark, Holland and France have dedicated youth channels. In March this year, the BBC announced plans to reinvent its youth channel BBC Three in autumn 2015 as a new and innovative online service.

Ms Brinkmann said PSM may need to ‘broaden the perception of broadcasting even further.’

“PSM is competing with a number of huge multinationals that own everything from content development, to production to rights to online distribution,” Ms Brinkmann said. “We need to think about which platforms we pursue to best reach young audiences, and how best to develop appealing content."

Youth channels typically make programmes for audiences aged 20 to 25, a demographic that young people on either side of the age bracket aspire to belong to.