Tinatin Berdzenishvili, Director General of the Georgian Public Broadcaster (GPB) says that looking for new distribution channels is significant as technologies evolve.

As she states, media consumption and the media itself have changed, which is not news and that is why the GPB is working on a new distribution strategy together with representatives of the European Broadcasting Union (EBU).

“On the one hand, attracting a young audience in a diverse environment requires consistent proposals; on the other hand, quickly evolving technologies generate new platforms where the GPB must reach consumers.

We’ve been talking about the GPB priorities and how to reach out to the young generation that doesn’t watch television. Whatever it takes to accept it, it is a fact.

The GPB is required to cover all age groups, including people aged 18 to 24, who are not avid TV watchers but actively consume media. We’ve been considering a distribution strategy for quite some time.

Our content, which is diverse and unique, has evolved drastically over the past few years. We learn through research that people watch a certain program but do not identify it with the First Channel. Therefore, we are launching a strong and new distribution strategy,” said Tinatin Berdzenishvili.

According to the GPB Director General, Georgian Public Broadcaster and all EBU member media organizations are involved in this process.

“This group has now arrived in Georgia after visiting Scandinavian countries, the United Kingdom, and the vast European Broadcasting Union network.” We have a small working group from all GPB groups that communicate online with the heads of European public broadcasters that are already implementing this plan, as well as visiting specialists.

We will be the next. We are preparing to launch the VOD platform for viewers in May. We think that we will produce new digital media and allow viewers to wander through impressively diversified content. And, most importantly, this content will be relevant, inclusive, and fascinating, since the most engaging content produced by the GPB will be available on this platform,” Berdzenishvili stated.

Georgian Public Broadcaster is developing a distribution strategy together with the European Broadcasting Union (EBU) experts. Sasha Scott, Head of Transformation Services at the European Broadcasting Union, and Radka Betcheva, Head of Member Relations Central and Eastern Europe, arrived with a working visit to the GPB within the project.