BERLIN, GERMANY – Yesterday, in German capital city, during the very first “Eurovision Creative Forum”, the EBU held a 3rd annual workshop about the Eurovision Song Contest.
Executive Supervisor Jan Ola Sand welcomed producers and executives from no less than 20 countries, in order to debate on two topics: how to succeed at Eurovision, and how to build audience.
As far as success is concerned, broadcasters shared their experience. To keep it short, public supports, as well as the involvement of record labels seem to be the key to success.
Belgian Leslie Cable underlines the link between her broadcaster RTBF and the popular programme “The Voice”, and how it helped Belgium be in the right side of the scoreboard in 2013 and 2015. Such programme allows the entrant to have the whole nation, as well as important record labels, behind him even before the contest itself.
The same fact was exposed by Italian head of delegation, Nicola Caligiore, who focused on the importance of Sanremo Festival as an efficient way of selecting successful entries for the contest thanks to the audience involvement in the selection. (this could clearly give a clue of how the next Italian representative will be selected for Stockholm…).
Tania Friis from Universal Music Denmark focused on the importance of labels support for every entry. Being given a platform, being played on radios… is the best promotion for a song.
Eurovision 2016 host, SVT, was represented by Christer Björkman himself. He explained the popularity of Melodifestivalen, a national final which, with 2 Eurovision winners in 4 years, can be considered as the most efficient selection of them all these days. According to him, the popular and family aspect of Melodifestivalen, and the presence of international juries in the final are the chore of the Swedish selection.
Building audience was the second topic of the workshop. The social media seem to play a key role nowadays. Stefan Tielman from Twitter confirmed that 2.3 billion twitter messages were issued during Eurovision 2015 (a 20% increase compares to 2014).Today, national broadcaster have many tools to be used to reach a new and wider audience (social media, second-screen functionality, apps…).
Australian broadcaster SBS attended the workshop also. Paul Clarke declared that his country was pleased with the experience, and that, were they invited again, Aussies would send an even bigger star to perform on Eurovision stage.
Eurovision Song Contest’s Event Supervisor, Sietse Bakker, closed the workshop, focusing on the idea that “there are definitely ingredients to being successful and it’s important that broadcasters are where the audience is.”