Digital transformation is not a distant buzzword. It is a growing reality for more and more public service media (PSM). New technology, increasing connectivity and data, non-traditional competitors and changing audience behaviors are forcing public broadcasters to rethink how they can create value and stay relevant to their audience.

Many of the EBU’s Members are at the crossroad of transforming themselves from broadcasters into interactive, social, multiplatform media organizations that offer audiences a more personalized, user-led and interactive experience of their content. While there is a strong rhetoric for digital transformation it is not always clear how it has to be executed, given the fact that digital transformation affects the core of PSM (content, audiences, values) and requires foundational change (organization, systems, culture) as well as a good understanding of new technological opportunities.

As a response to this challenge, the EBU has launched a cross-departmental Digital Transformation Initiative to provide Members with tools and insights that can help them to understand and implement the process of restructuring and transforming PSM. This high-priority Initiative will be driven by EBU Members and the EBU's Media Department with the full support of all the EBU’s Technology & Innovation, Legal, Media Intelligence Service and Public Affairs and Communications teams.

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