PSM Weekly | 10 - 16 May 2023
Public Media Alliance
Supporting our members to build and promote trust in public media worldwide.
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?? How to reach young audiences? The strategy of the Italian-speaking Swiss public media
RSI launched Spam in 2016 to reach younger audiences. But over the 7 years they have been around, as Spam’s Chief Editor writes, they have had to adapt to maintain relevance.?
By Giorgia Blotti, Chief Editor of Spam Magazine, RSI
Reaching your target audience means understanding them, knowing them, knowing where they are, what they expect and how they consume content. But how can you reach (and retain) a young audience, whose attention span is typically less than 10 seconds? This question is fundamental for a public service company like the Italian-speaking Swiss Radio and Television (RSI), because our task is precisely to offer radio, television and digital coverage that is neutral, that ensures plurality of opinions and that is relevant.
Regarding the Young Unit of RSI, there are currently 5 products and a creative space that aim to entertain and inform young people in the Italian-speaking part of Switzerland.?
Spam is the first of the five products of the Young Unit to be created and it was born, in October 2016, from the need of RSI to reach the younger audience. It started on Facebook (yes Facebook was still for young people in 2016, incredible!) and Instagram, mainly with 59-second horizontal videos because the main format was “Everything you’re interested in less than a minute”. Today, after almost 7 years, many things have changed. First of all, the working paradigm: to keep the offer always fresh and up-to-date, we have few internal collaborators and many occasional external collaborators who, in addition to their school activities, offer and produce content with us. This is an interesting and practical way to do continuous talent scouting. Then, of course, we have abandoned Facebook to move to TikTok, the format has become exclusively vertical.
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The CEO of Italy’s public service broadcaster, Rai, has resigned from his position, writing in a letter that “there are no longer the conditions to continue my job as managing director,”?Rai reported.?
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In a press release, the ABC responds to the first of the new?five-year funding cycle, which the broadcaster says provides “financial stability and allows the ABC to continue delivering on its charter serving Australian audiences”.
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In this episode, we speak to two people running CBC/Radio-Canada's cybersecurity department, to talk about the risks facing public service media, and how to?engage staff?about mitigating these threats.?
PSM Innovations??
A fortnightly series where we spotlight the latest innovations from public broadcasters around the world...
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???? SRG Hack Days: "24 hours of pure creativity"
SRG Hack Days is a 24-hour period where different people come together to generate ideas, and develop innovative solutions for technological future with a focus on Public Service Media (PSM).?
“With its collaborative, multi-perspective and gamified approach it’s a very engaging and activating way to deep dive into the needs of the users and develop innovative new ideas – in a short time frame,” said SRG.?
SRG Hack Days was started as a way for the Swiss public broadcasting corporation, SRG SSR, to serve their communities better. SRG SSR wanted to learn more about their audience and how best to meet the needs of their audience as a Public Service Media (PSM).
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