Creating Content Strategies for Underserved Audiences

Creating Content Strategies for Underserved Audiences

Overview

Universality is one of the six core values of public service media (PSM), agreed by EBU Members, but in an ever more fragmented media landscape with changing audience habits, it is hard for PSM to reach and engage everyone.

This self-paced online course from EBU Academy outlines a five-step model we’ve developed to help you thoughtfully plan content strategies to connect with underserved audiences, whether they’re young, from diverse communities, living with disabilities or from lower socioeconomic backgrounds. This proven step-by-step model is based on what is working at EBU Member organizations, and it has been used to develop new content ideas over a number of years. 

Faculty Member Mark Egan leads lively video presentations full of tips, techniques and new ways of thinking. There are also detailed video case studies from the BBC, DR (Danish Broadcasting) and RTS Serbia. You can learn more about certain topics with extra resource links we’ve curated and there are fun quizzes to test what you’ve learned. Successful completion of the course will earn you a digital certificate.

Who it's for

  • News and content editors
  • News and content producers
  • News and content strategists

What you will learn

  • How to better understand underserved audiences
  • How to use public service values to help develop distinctive content
  • The importance of selecting the right platform and the opportunities offered by AI
  • How to apply proven principles to develop new formats
  • Techniques to boost creativity
  • How to build multi-disciplinary production teams

 

Meet your faculty

Mark Egan

Speaker, Trainer, Media Content creator and Arsenal fan

Mark Egan has been working in media innovation for more than 15 years. As a former BBC journalist, Mark has created content for everything from TV documentaries to short-form social media content. Together with the EBU Academy he has been involved in training teams around Europe on how to stay on the cutting edge of artificial intelligence. He is also passionate about using technology to tell stories in a more creative way, from using archives to using AI for visual content. Mark has spoken on stages at major events around the world and runs regular workshops in-person and virtually from his home studio.