NOVEMBER 25, 2021

What’s Next for Europe’s Broadcasters?

Reporters covering a press conference

Attracting and retaining talent, finding new audiences, introducing new ways of working, funding under threat and journalists’ safety – just some of the challenges highlighted in a major new report on the news industry.

In the new season of the Making the Media Podcast, host Craig Wilson focuses on the findings of the European Broadcasting Union’s News Report, which sets out how its members are trying to deal with a rapidly changing news landscape.

Report lead author Alexandra Borchardt said broadcasters recognize they are facing a traditional audience which is ageing, and they need to do more to appeal to a younger, more diverse demographic, “There are still groups in society that haven't been reached by traditional journalism at all, and this is also a big, big task for modern journalism, future oriented journalism, to reach many more people where they are on the platforms they consume and with content that also reflects their daily life experiences.

She added that the challenges facing newsrooms are universal, but attracting and keeping staff is proving particularly difficult, “People are really not attracted to a profession where there's hostility in the environment.  It's really been a struggle to recruit talent. And once you have talent, you must really work hard, retaining the talent and motivating them, but also pay attention that they don't burn out.

Find out more on the next episode of the podcast, available on all major podcast platforms on Monday, November 29.


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  • Craig Wilson headshot

    Craig Wilson is a newsroom specialist with over thirty years of experience in the broadcast industry. Craig has held various roles with Avid and is now the Global Media and Cloud Product Evangelist and host of the Making the Media podcast.

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