Following the separate TV and Radio Assemblies in Basel on April 21, the first assembly to bring both Radio and TV together took place on April 22 hosted by Swiss Member SRG SSR.

Philipp Metzger, Director of the Swiss Federal Office of Communications welcomed delegates from over 40 EBU Members by telling them that the EBU was “more indispensable than ever, as centre of excellence.”

“The EBU plays a vital role in building public service for the future.  The EBU is also an important partner for the Swiss OFCOM,” he said.

The Director General of SRG SSR Roger de Weck addressed the Assembly on the subject of “Public Service Media and Popularism

He said it was good to have TV and Radio together, as well as doing more with less. Discussing the political situation in Europe at the present time and the attacks on public service media in Hungary, Poland and the UK he said:  “We should not be seeking to maximise audience by whatever means, just as politicians would maximise votes.”

“We must remain faithful to the public service mission.  Our political role is one of responsibility, integration of society, human dignity, the respect for minorities - populism is against all these areas.  In this case, a Swiss person can say, we do not have the right to remain neutral.”

EBU Director General Ingrid Deltenre discussed the strategic direction of the EBU offering delegates priorities for the future.

“We want to provide content that provides a platform where we come together; to embrace digital; share technology and maintain the trust of audiences,” she said in conversation with the Heads of the TV and Radio Committees RTE’s Glen Killane and the BBC’s Graham Ellis.

“I feel we do not explain enough what we doing,” Deltenre continued. ”We need to explain why we matter. We are one union – touching all audiences – we want to provide a universal service. That’s what makes PSM unique.”

In his keynote speech the Director General of Czech Television Petr Dvorak highlighted the importance of understanding the viewers of the future, in the world where conventional television is marginalised by new devices. 

He showcased Czech Television’s recent “Only Few Know” campaign which shares key facts about the broadcaster’s activities with viewers and stakeholders on TV and online.

Roberto Suarez Candel who heads the EBU’s Media Intelligence Service (MIS) in a session entitled “Getting the Message Out” drew attention to the fact that market players, citizens and politicians do not understand what PSM stands for.  He discussed the EBU’s “Contribution to Society” project which is based around providing tools, from Impact Assessment to modelling around EBU Values to help Members show their audiences the value of PSM.

“In order to be relevant” he said, “it is important to get into a new mind set, based around audience understanding, connecting with the emotional needs of people.”  Suarez also told the Assembly that MIS is also offering various workshops for individual members, customised to their needs.

Tracey Diamond, from Irish Member RTE, built on the idea of connecting emotionally to promote the value of PSM by discussing RTE’s campaign which connects the broadcaster to extraordinary moments in Irish experience and history. Diamond explained how RTE has also done outreach with arts organisations and schools amongst others to get the message out.

The afternoon keynote came from Patrick Aebischer, President of EPFL in Lausanne who presented his experience of developing a world-class institution in risk averse society. 

To succeed an organisation needs to have «vision, catch the inflexion points of disruptive technology, seek new revenues, communicate the vision and have strong leadership.”  

Aebischer discussed how EPFL had partnered with Swiss Member RTS forming a lab for strategic developments. 

To end the first joint assembly Media Director Jean Philip De Tender reflected on the discussions.

“Content is your main asset to engage and connect with audience and show what contribution to society means,” he said.

“The Media Department, working together with the rest of the EBU, will bring you the right services, good content and advocacy you need. I hope this joint dialogue continues– this is the internal strength we need to tackle the challenges in the future.”