Reaching and engaging younger generations has become one of the most urgent and complex challenges for public service media (PSM). As children and teens grow up immersed in digital environments and global content, public broadcasters must find new ways to connect with them—while staying true to their mission of education, inclusion, and cultural diversity.
In this context, Rai, in collaboration with COPEAM, has organized an international training course titled “Public Service media programming and content production strategies for kids and youth audiences”, held in Rome on May 20–21, 2025.
The initiative brought together 15 professionals from 13 televisions members of COPEAM, representing a wide range of organizations from the Euro-Mediterranean region: Albania, Algeria, Bulgaria, Croatia, France, Lebanon, Malta, Montenegro, Morocco, Romania, Serbia, Switzerland and Tunisia.
Hosted at Rai’s Sport Center, the training offered an intensive two-day program designed to deepen participants' understanding of how to develop appealing, meaningful, and socially relevant content for children and young audiences.
The agenda featured a rich lineup of expert speakers and thematic sessions:
- Maya Goetz (Prix Jeunesse) introduced the main criteria for approaching youth content, emphasizing the ethical principles to apply in children’s programming, together with the importance of fostering topics such as nature appreciation and climate literacy.
- Annita Romanelli and Claudia Elia (RAI Kids) presented Rai’s evolving offer for kids and teens, including co-productions with the EBU (European Broadcasting Union).
- Barbara Ardito and Antonio Sofi (RaiPlay) explored the digital strategies Rai uses to reach younger audiences and their parents, including platforms and social media.
- Wouter Quartier (EBU) provided a broader European perspective on digital transformation and content innovation.
- Mario Acampa, Rai’s TV host and director, highlighted the crucial role of presenters in engaging young viewers with authenticity and energy.
- Markus Nikel (RAI Documentaries) and Maya Goetz focused on high-quality documentaries and factual content for kids, including award-winning formats from Prix Jeunesse.
The second day was fully dedicated to an open round-table exchange between participants and speakers. Attendees shared best practices, national challenges, and examples of kids’ content initiatives from their respective broadcasters—strengthening regional collaboration and building a common knowledge base.
This training is part of a wider commitment by COPEAM and RAI to promote innovation, cooperation, and excellence in public service media. It aims to serve as a starting point for future collaborative actions in this field across the region, including a possible co-production project devoted to children’s content promoted by COPEAM.