EUROVISION DEBATE LIVE ON 15 MAY 2014 55 TV channels 9 radio channels 88 websites 27 countries 137 TV channels took the signal from EBU (including clips during news bulletins) Source: European Commission/ Audiovisual Services, EBU TVs Austria 1 Bulgaria 2 Belgium 2 Canada 1 Croatia 5 Cyprys 1 Denmark 1 ??? Finland 1 France 1 Hungary 1 Ireland 1 Italy 1 Germany 2 Greece 2 International 4 Latvia 1 Lithuania 1 Luxembourg 1 Malta 1 Portugal 3 Poland 2 Romania 5 Slovakia 2 Spain 8 Sweden 2 UK 1 Ukraina 1 Radios Chech 1 France 2 Slovakia 1 Spain 2 Poland 1 Source: European Commission / Audiovisual Services 2014

TV Data RAI News 24 doubled their average audience for the time slot The EUROVISION DEBATE was broadcast mostly on specialised channels, such as BBC Parliament in the UK, RAI News in Italy, Phoenix in Germany, Canal 24 Horas in Spain or 24 Horas Informaçao in Portugal. According to the EBU's MIS, the viewer profile was in line with the average of the broadcast channels, although young adults accounted for one percentage point more than on average (total of 4% of viewers) and seniors accounted for two percentage points more than on average (total of 56% of viewers).

Have your say. #TELLEUROPE The aim was to engage the TV audience (and specially young people) by offering them an opportunity to comment and ask questions before and during the programme. The social media conversation would help potential viewers to discover the programme and feel part of the project. It would also help us shape the debate with the topics that mattered most to the audience. “The first-ever EUROVISION DEBATE between the candidates to become President of the European Commission will also empower citizens to #TellEUROPE what matters to them”

PHASE 1: SOCIAL MEDIA BEFORE THE TV DEBATE PROMOTION + ENGAGEMENT to increase AUDIENCE AWARENESS and SHAPE THE DEBATE - Create interest and audience awareness - Engage with the audience: make them feel part of the project - Build a significant social media community - Attain leadership vis-à-vis other debates/European elections - Promote the brand and bring traffic to the website Before the Debate, we used social media to spread the word that EUROVISION is much more than only the Song Contest: the EUROVISION DEBATE brand was born. With social media, we created buzz around the event and encouraged the audience to participate have their voice heard on 15 May. On a daily basis, we took part in conversations related to the elections and interacted with the users about the future of Europe: we wanted to create a community and to become a reference in the field of debates/European issues.

Making the audience feel part of the debate What matters to you? What would you tell the next President of the EC? #TellEUROPE The audience was asked to help us shape the show and the agenda by telling us what mattered to them with the hashtag #TellEUROPE. The EUROVISION DEBATE was present on the main social media channels; we used the hashtag across all of them to keep track of (monitor, analyse) the conversation. All questions and comments received with the #TellEUROPE hashtag were collected, analysed and categorised by an audience analyst. The analysis was used to shape the script of the TV Debate.

Increasing INTERACTION WITh users Questions and polls to launch online debates + social media competitions + teasers + live social media Q&A with the candidates To increase interaction, we launched general and topic questions to shape online debates and we organised social media competitions (i.e. «send us your questions for the next President of the European Commission and you could be be in the audience of the EUROVISION DEBATE»). We also produced individual teasers with the candidates asking the audience to use the hashtag #TellEUROPE. The reach and the engagement were even higher when we produced live social media Q&A with the candidates: users were invited to send questions or comments for the candidate and the candidate would reply live to them on our Facebook page. The sessions were filmed and made available online. We engaged with a group of social media editors from EBU Members and coordinated several actions to increase the audience awareness. The official accounts of the national broadcasters (EBU Members) were cross-promoting and interacting with each other about the EUROVISION DEBATE. Regardless of language or country, we worked together with a single voice: PSM across Europe united to bring high-quality content to the audience; with a common message: #TellEUROPE; for a single, Europe-wide audience. We organised several common tweets (all broadcasters would publish the same tweet in their own language at the same time) and Twitterstorms. This actions helped us maximize the buzz, increase the audience awareness significantly and boost the reach. #TellEUROPE was a trending topic in several countries accross Europe. Also with the purpose of increasing the audience awareness and the reach, we engaged and coordinated the social media promotion of the debate and hashtag with: Facebook and Twitter: they shared the relevant posts about the EUROVISION DEBATE on their corresponding channels (i.e. Facebook Brussels, Twitter Politics, etc.); Social media teams of the political parties: they shared behind the scenes photos on the candidates’ and parties’ accounts (i.e. preparing for the debate) and encouraged their followers to send comments and questions to #TellEUROPE; The European Parliament also promoted the debate through the official accounts of Parliament’s offices across Europe.

PHASE 2: SOCIAL MEDIA during THE TV DEBATE SOCIALTV: allow the audience to have their say on the night A) Social Media Hub in the European Parliament There was a social media hub on site on the night of the debate. Its main duties were to encourage the audience to interact with EUROVISION DEBATE on social media during the TV debate, and to monitor the conversation for all possible integration on air: the hub was in direct contact with the social media presenter. The group consisted of the EUROVISION SM team, social media editors from EBU Members and representatives from Facebook and Twitter.

PHASE 2: SOCIAL MEDIA during THE TV DEBATE B) Social Media Intelligence Company: Vigiglobe We partnered with Vigiglobe, a social media intelligence company, to analyse the live discussion of the tweets related to the TV Show. An online interactive tool was made available on the debate’s web site. In addition, TV on-air visual integrations were operated by Hasta Productions (visualization partners) with the data produced by Vigiglobe.

Vigiglobe – social media data to go on air Vigiglobe’s tools allowed us to: - Find the most relevant SM messages for an on-air broadcast - Measure the impact of the Debate on the SM audience - Interact with the audience Analyze the SM conversation in real-time and in the 15 official languages within the EU recognised by Twitter

Results – twitter On the night of the Debate, the engagement and impact on Twitter were quite high: 153,739 tweets about the TV show, an average of 24 tweets per second related to the debate, and 56% of the tweets published from the EUROVISION DEBATE account were retweeted. The complete infographic about the EUROVISION DEBATE as viewed by the Twitters is available here: www.vigiglobe.com/v2/portfolio-item/telleurope/

#Telleurope vs. #eudebate

Thank you for your attention! mullane@ebu.ch @mikemullane