Sunday, 17 January 2021

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Trustworthy television is vital

World TV day image | Photo credits: © ACT / EBU / egta

While the audio-visual industry is undoubtedly going through profound changes, television still holds a central place in the lives of millions of Europeans, as the average European spends more than 3 hours watching television content every day (Eurodata/EBU).

For the fifth year in a row the European Broadcasting Union (EBU), the Association of Commercial Television in Europe (ACT) and egta, the Brussels based association of television and radio sales houses, are joining forces on the 21st of November to celebrate World Television Day and promote the quality of TV programming.

This year’s emphasis is trust, a theme valued by Alison Smale, Under-Secretary-General for Global Communications: “Television has entertained and educated the public for generations. It has also served as a vital platform for the United Nations to inform citizens on issues of global reach. In an era in which fake news and hate speech are all too widespread, the need for trustworthy television is more important than ever. The United Nations is counting on broadcasters worldwide to invest in serious, quality content for viewers, to promote understanding and tolerance to help us build a better world for tomorrow.”

TV stands out as a mainstream media which consumers still trust, say several studies such as the 2017 Digital News ReportDigital News Report from the Reuters Institute. Based on data from the 86th Eurobarometer survey, the latest EBU report concludes that: “Public levels of trust in traditional media are increasing across Europe as people question the veracity of what they see and read online.”

Through its global impact, television triggers imagination, arises curiosity, encourages education and gathers millions around common interests. This medium also remains an important communication tool for the implementation of the Sustainable Development Goals, its wide reach allows it to inform and engage people to build a sustainable future, leaving no one behind.

This year the organisers of World TV day have created a videoclip to celebrate television:

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