Albanian Radio and Television (RTSH) has presented its new visual identity and the new television season at a ceremony attended by representatives of institutions, ministers, journalists, artists and well-known figures from the world of media and art.
Radka Betcheva, EBU Head of Member Relations for Central and Eastern Europe, also attended the event. She praised the changes undertaken by RTSH and stressed the European Broadcasting Union’s support for the transformation process of Albania’s public broadcaster.
In her speech, Betcheva described the presentation of the new television season, new on-screen figures and the OTT platform as part of an ambitious agenda.
“It is a great pleasure to be with you tonight and to represent the European Broadcasting Union at this very special moment for RTSH. First of all, congratulations to the management, the governing bodies and, above all, to all the people at RTSH who have worked with great dedication to make possible what we see tonight,” she said.
She stressed that what was being presented was not only an aesthetic change or a new television season, but a broader process of transformation.
“A new visual identity, a new television season, new on-screen figures, a new OTT platform and many new projects, this is an ambitious agenda. I think the new management deserves recognition for this ambition and for the new energy it is bringing to RTSH,” Ms. Betcheva said.
Ms. Betcheva also addressed the changes taking place in public media across Europe, stressing that technological development and new ways of consuming content are also changing audience expectations.
“What we are seeing tonight is more than the presentation of a new season. It is the beginning of a broader transformation of RTSH. And transformation is necessary. Public service media across Europe are changing because our audiences are also changing,” she said.
Another important point in her speech was the OTT platform, which is expected to expand the ways in which the public can access RTSH content.
“The new OTT platform is a very good example. Going where the audience is today does not mean moving away from the public service mission. On the contrary, this is precisely what fulfilling that mission requires,” Ms. Betcheva said.
Betcheva stressed that RTSH is not alone in this process and that the EBU will continue to support Albania’s public broadcaster.
“EBU is a family of more than 100 public service media organisations. Within our membership there is extraordinary experience in transformation, digital development, technology, content and innovation. We are here to share this experience and support RTSH throughout this journey,” Ms. Betcheva said.
The EBU representative said public media must develop together with their audiences while preserving their mission. Betcheva also praised RTSH’s focus on the people who work behind the programmes and services of the public broadcaster.
“Public service media cannot stand still. We must develop together with our audiences while remaining faithful to our public service mission. I particularly like the fact that RTSH is also showing its human side, the people who stand behind the programmes and services that we see and hear every day,” she said.
She described this element as a reminder that behind every programme, news edition, radio service or digital platform are professionals with experience, creativity and dedication.
“The campaign that presents the people who work here is a beautiful reminder that behind every programme, every news edition, every voice on the radio, every camera and every digital service are people, people with experience, creativity, knowledge and dedication. And these very people will be at the centre of RTSH’s transformation,” she said.
Full speech by Radka Betcheva, EBU Head of Member Relations for Central and Eastern Europe
Good evening, everyone,
It is a great pleasure to be with you tonight and to represent the European Broadcasting Union at this very special moment for RTSH.
First of all, congratulations to the management, the governing bodies and, above all, to all the people at RTSH who have worked with great dedication to make possible what we see tonight.
A new visual identity, a new television season, new on-screen figures, a new OTT platform and many new projects – this is an ambitious agenda. I think the new management deserves recognition for this ambition and for the new energy it is bringing to RTSH.
What we are seeing tonight is more than the presentation of a new season. It is the beginning of a broader transformation of RTSH.
And transformation is necessary.
Public service media across Europe are changing because our audiences are also changing. People consume media in different ways. Technology is developing at an extraordinary speed. Younger generations expect to find us on different platforms and in different formats. Meanwhile, competition for the public’s attention has never been greater.
Therefore, public service media cannot stand still. We must develop together with our audiences while remaining faithful to our public service mission.
This is a very good beginning and we at EBU are very pleased to support RTSH at this moment.
I particularly like the fact that RTSH is also showing its human side, the people who stand behind the programmes and services that we see and hear every day.
The campaign that presents the people who work here is a beautiful reminder that behind every programme, every news edition, every voice on the radio, every camera and every digital service are people, people with experience, creativity, knowledge and dedication.
And these very people will be at the centre of RTSH’s transformation.
Transformation is always difficult. It requires new ways of working, ambition and difficult decisions. But behind all these changes there must be a very clear goal: building a stronger, more modern and more sustainable RTSH that serves its audiences better.
Because, ultimately, public service media exist to serve everyone, different generations, different regions and different communities, wherever and in whatever way people choose to consume media.
The new OTT platform is a very good example. Going where the audience is today does not mean moving away from the public service mission. On the contrary, this is precisely what fulfilling that mission requires.
And RTSH should not make this journey alone.
EBU is a family of more than 100 public service media organisations. Within our membership there is extraordinary experience in transformation, digital development, technology, content and innovation. We are here to share this experience and support RTSH throughout this journey.
Therefore, above all, this evening is a moment to celebrate.
Congratulations to the new management for the ambition shown and congratulations to all the people at RTSH for the work and efforts behind this new beginning.
I wish you a successful new season and every success in the transformation process ahead of you.
You can count on EBU as your partner throughout this journey.
Thank you.
With respect,
Radka
/RTI/
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