S2E06: The Digital Dimension

Europe’s public service broadcasters are being challenged on many fronts to remain relevant to the audiences which fund them.

In this episode we focus on a pioneering project to enable the easy sharing of digital stories, and how AI technology is enhancing their delivery to attract new and younger viewers.

Our Guests This Episode

Justyna Kurczabinska is leading the News Strategy and Development of Eurovision News at the European Broadcasting Union (EBU)—the world’s leading alliance of public service media. Until recently, she was also the Head of the Eurovision News Exchange, where she provided EBU Members with ‘round-the-clock access to live and edited news stories as well as eyewitness media, as they happen, across the globe through the unique network of over 70 public service media newsrooms operating in over 50 countries and specialized verification team.

The most recent initiative she has been championing as Project Owner aims at redefining digital news online collaboration among the PSM organizations with the objective of providing audiences across Europe with powerful and relevant public service journalism through the project called “A European Perspective,” embedded in the Monitoring News Intelligence Platform for PSM journalists, developed by the EBU in 2020. Since 2017, she has also been overseeing the Public Service Journalism Initiative aimed at strengthening and supporting independent trusted news.

Sébastien Noir has been active since 2012 in the Broadcasting industry, first at RTS, the French-speaking Swiss National Broadcaster as a software developer, and later evolving to lead the development of multiple digital products and mobile applications. He then became the Product Manager of the VOD Platform PlaySRG for Switzerland, coordinating development teams and delivering multilingual products for the different linguistic region.

In 2017, he joined the European Broadcasting Union to work as Product Owner for PEACH, the personalization and recommendation system developed by Broadcasters for Broadcasters.

He now acts as head of Software Engineering in EBU Technology and Innovation Department, coordinating teams and development efforts of innovative Services like PEACH, EuroVOX, and the EBU News Pilot (monitoring tool and EUropean Perspective).

More Resources

For more on this topic, check out:

Making the Media S1E08: Attracting New Audiences – Discover how NBCLX in the USA and RTE in Ireland work to deliver tailored content on every platform

MediaCentral | Publisher – Unify your newsroom and distribute your stories easily to social and online platforms

Contact Us

Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.

Credits

Host: Craig Wilson

Producer: Matt Diggs

Social: Wim van den Broeck

Theme Music: Greg “Stryke” Chin

Workplace Witness | 21 September 2025 | DANIEL | Olga Fabrikant-Burke

Holy Trinity Church Cambridge

Corporate Prayer and Sending for Witness

The AI-powered Podcast Player