Knowledge Exchange 04: why audience fragmentation can be a good ing

Norra Latin - Stockholm City Conference Centre, venue of Knowledge Exchange 2014

The EBUs research hub, the Media Intelligence Service (MIS), will this autumn unite 100 experts from the worlds of academia and media for the second Knowledge Exchange an intensive day of discussion, brainstorming and networking.

Following the success of last September's inaugural event in Barcelona, this year's Knowledge Exchange will be hosted by Stockholm University, on 6 October.

Shaping the conversation will be the burning question of how public service media (PSM) can treat the much-feared phenomenon of audience fragmentation as an opportunity to reach young people.

Head of MIS Dr Roberto Su rez Candel said: "In the media industry audience fragmentation is routinely described as a problem, a disruptive trend requiring strategic countermeasures. But we need to change this defensive mindset to an opportunistic one if public service media are to continue to thrive in the future."

Dr Su rez Candel added that Knowledge Exchange 2014 would have a distinctly interactive programme. "We want our participants to come in a spirit of collaboration and with a mind full of questions, which we will try to answer together," he said. "The success of Knowledge Exchange lies in two-way dialogue and learning we learn from each other and hopefully go home inspired."

Opening Knowledge Exchange 2014 will be Dr Ulla Carlsson, from the prestigious Nordic Information Centre for Media and Communication Research (NORDICOM), based at the University of Gothenburg. Then Lars Thun , head of audience research at Danish public broadcaster DR, will provide insight into how DR has faced the need to address young people's expectations and will share some success stories.

This year's programme also includes innovative presentations, demonstrations and debates, as well as a structured networking hour to identify ways that academia and the media can work together for their mutual benefit.

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