Digital, innovation and strategy leaders from 12 different EBU Members came together in Brussels this week to share perspectives on the digital transformation journey. The group, representing a cross-section of public service media (PSM) organizations in Europe, was helping to kick-off the initial phase of the EBU’s new Digital Transformation Initiative.

Welcoming them to the workshop, EBU Director of Media, Jean Philip De Tender, remarked that, in addition to pressures on finance and the remit of PSM, the other key topic for Members in recent years has been digital transformation. The story, he said, was “less about digital and more about the disruption that it is causing. Our legacy is a very strong point, along with our creatives, our audiences and our strong brands. But we have to change this legacy to match a new remit and a new role.”

While the participating Members at the workshop were all at different stages in their own journey, the drivers, goals, enablers and obstacles they identified had much in common. One of the strongest messages to emerge was the important role that company culture plays in ensuring a successful transformation. This requires strong leadership right from the top of the organization, regardless of how the transformation project is structured.

The EBU Digital Transformation Initiative will proceed over the months ahead. Its objectives include building a shared understanding of digital transformation and communicating existing and new EBU services that can help Members along the way. Tools to help Members assess their digital maturity will also be developed.