The 2013 Eurovision Song Contest in Malmo will focus more on the fans and interaction with the audience in the arena, executive producer Martin Osterdahi says. The fans will have the ability to get closer to the stage and there is a possibility that they will even have a role in the show. “We want to draw attention to the fans and involve them. One of our core values is that we want to create a passion that lasts. It is largely the fans that write our closing chapter. They are culture bearers and important when it comes to passing on our version of Eurovision”, Osterdahi says.
Swedish broadcaster and 2013 Eurovision organiser SVT will work hard on promoting the event. It promises a world class Press Centre next to Malmo Arena and the use of various new technology. “We are looking at digital solutions for serving the journalists and delegations with information regarding rehearsal times, meal times, transport times, information for those visiting Malmo and anything else they require during the event”, says Martin Osterdahl.