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Empowering Citizenship Through Media Literacy

Join decision-makers and experts at the EBU Brussels office on Wednesday, 1 March 2012 to discover how public service media (PSM) facilitate citizenship through media literacy.

During the morning session, a TV show will highlight how PSM and their partners connect with their audiences across Europe through a diverse range of projects involving key stakeholders. In the afternoon, PSM professionals, literacy experts, European policy makers, civil society representatives and programmemakers will have the opportunity for a hands-on debate during parallel workshops.

One workshop will focus on a discussion of media literacy and empowerment towards democracy. In the other, participants will work towards creating a ‘toolkit’ to promote the principles of media literacy across the broadcast media and facilitate further exchange and cooperation with potential partners.

You can register by using this link or click here to download the programme (pdf).

Media Literacy

  • Bridging the digital divide

Media literacy is an essential skill for everyday life. The digital agenda for Europe includes a range of measures to promote increased access to high-speed broadband. However, better access does not in itself ensure that EU citizens make use of broadband network applications. PSM drives the uptake of digital technologies by facilitating universal public access to online tools, supplemented by subtitling or audio description, and the confidence to use them. By bridging the digital divide, PSM promotes empowerment and cultural diversity.

  • Informing and empowering citizens to democracy

In an environment where citizens are beset by information, PSM play an important role in identifying credible sources of online information. As a trusted media outlet, they foster democratic participation by helping people analyse and evaluate public opinion and media messages. PSM also contribute to active citizenship by providing a platform for people to participate in the public sphere.

  • Creating a trusted space for creativity

PSM play an important role in empowering citizens to use evolving media technologies to stimulate creativity, audience participation and innovation. Public Service Media are particularly committed to creating a safe, creative online digital environment for children and young adults. Campaigns, online tools and cross-media programmes enable children and others to play an active role in the media world.


10:00    Welcome coffee and registration
10:30    Welcome speech by Jean‐Paul Philippot, EBU President
10:40   Speech by Jan Truszczynski, Director‐General for Education, Training, Culture and Youth, European Commission
10:50 TV‐show featuring video footage of media literacy projects and short interviews   – Presenter: Thomas Vanderveken (VRT, Belgian Flemish Radio & Television). With a key note speech by Ragna Wallmark (Planning Director, UR, Sweden)  and including video footage and special guests from the BBC, Czech Television, WDR, RAI, Channel 4 and France Télévisions
12:30    Lunch
14:00    Workshops (in parallel)

  • Workshop I: Developing media literacy in a practical way: towards a media literacy toolkit  – Moderator: Evelyne Bévort (CLEMI).  Rapporteur: José Manuel Pérez Tornero (UAB, Universidad Autónoma de Barcelona).
  • Workshop II: Media Literacy & empowerment towards democracy – Moderator: Thomas Vanderveken (presenter at VRT). Rapporteur: Paolo Celot (EAVI, European Association for Viewers Interests). With a presentation by Ulrika Arlert (UR) on the Swedish TV series Medialised  and  a presentation by Philippe van Meerbeeck (VRT) and Mathy Vanbuel (ATiT) on the EUscreen project.
    Presentations are followed by a debate with the participation of Aviva Silver, Head of Unit, MEDIA programme and media literacy, European Commission and MEP Mary Honeyball, S&D Culture coordinator, European Parliament

15:30    Coffee break
16:00    Workshop feedback and closing session (in plenary), with a closing speech by  Zoran Stancic (DG INFSO, Deputy Director General).