Audience Strategies: From having impact to creating impact - Yle’s quest to engage audiences

Following the strategic challenge of "middlemen" outlined by Enders Analysis, what is the concrete, real-world response for a Public Service Broadcaster? As audiences fragment at an accelerating pace, we can no longer think of media through the classic 'Content-Distribution' model. As Yle's Chief Customer and Portfolio Officer, Jaakko Lempinen explains their strategic shift to "Content-Distribution-Presence" - a mission to move from passively "Having Impact" to actively "Creating Impact."

This keynote explores Yle's strategic approach to building direct, values-based audience relationships in an era of technological uncertainty. How does a broadcaster serve its entire, complex portfolio and fulfill its mission to serve all citizens in the digital environment? And how do you harness AI as a powerful tool but lead with a strategy built on public service values? This is where Yle's approach to responsible personalization, including its "Public Service Algorithm", offers a concrete, trusted alternative to commercial black boxes.