European public service broadcasters tap social media to bring news to younger audiences.

Byline: Philip Hunter

News coverage by European public service broadcasters (PSBs) has grown dramatically over the last 25 years and attracted more viewers in total, but is failing to engage with people, especially women, in the 20 to 44 age group. However, broadcasters are working to reach this broad group through increased use of social media often delivered from integrated newsrooms. These findings were reported by the European Broadcast Union (EBU) at its sixth News Assembly in Portugal last week (Nov. 2) with publication of a 12-page executive summary of a report entitled: PSB TV News: Trends & Developments.

This study found that audiences as a whole were …