PBI Montréal 2016

The NEXT Future : Connecting the Digital Generation to Public Broadcasting
September 14 to 16, 2016

The media consumption habits of 16 to 34-year-olds are turning business models on their heads. Younger market segments influence older generations hugely and are reshaping the media industry itself. To ensure long-term survival, public service media must engage and retain today’s young audiences.

Through an array of keynote and panel presentations, this conference will shed light on the most effective strategies that public service media are using to reach and retain Millennial and GenZ audiences. It will delve into:

  • The fresh perspectives of newly appointed public service media leaders
  • The vision of private-sector players
  • The complexities and opportunities of partnering with large content distribution platforms
  • The latest and most successful content strategies in the fields of entertainment, news and current affairs
  • The emerging subject of Discoverability or the need to be found and heard in today’s incredibly noisy Millennial and GenZ spaces.

Register today.


The Public Media Alliance [PMA] is the largest global association of public broadcasters. The association offers knowledge exchange, advocacy, research, training and support for public media worldwide. The Public Media Alliance (PMA) will hold its General Conference on Wednesday, September 14th, 2016, at the Sofitel Montreal Golden Mile. Click here to find out more about the PMA and their 2016 conference program. PBI delegates are welcome to attend the PMA conference but must register in advance by emailing info@publicmediaalliance.org

If your organization is a PMA member and you wish to attend PBI Montréal 2016, you can get registration and billing information at: http://montreal2016.publicmediaalliance.org.


September 14, 2016

PBI Montréal 2016

17:00 - 19:00

Opening eventSommet Place Ville-Marie (Montréal, Québec)

Over 185 metres above ground, Sommet Place Ville Marie offers a view of Montreal that is second to none. From its 360° observation deck, you can see the St. Lawrence River, Mount Royal, Old Montreal, the Quartier des spectacles entertainment district and the Olympic Stadium.

Sommet Place Ville Marie is one Montreal destination you won’t want to miss. It’s an ideal starting point for your stay in the city.

September 15, 2016

PBI Montréal 2016 - Sofitel Montréal Golden Mile

7:30 - 9:00

PBI Delegate Breakfast


Official Welcome


Opening address


The View from Here: A Conversation Among Leaders

An opportunity to meet three influential figures and hear their ideas about connecting the digital generation to public broadcasting. Hosted by Paula Kerger, this panel will highlight the challenge of balancing new strategies with celebrated histories and legacy strengths. It will also frame the issues that should be top-of-mind for all executives attending PBI Montréal 2016.

  • Michelle Guthrie, Managing Director, ABC (Australia)
  • Paula Kerger, President and CEO, PBS (United States)
  • Jean-Paul Philippot, Administrator-General, Radio télévision belge de la communauté française (Belgium) and President, European Broadcasting Union (EBU)




The Very Latest Trends and Disruptions

Presented by CBC/Radio-Canada’s digital strategists and visionaries, this segment will shed light on the most recent trends and insights brought about by Millennial and GenZ audiences, including the emergence of products, innovative revenue approaches, consumer trends and nascent media habits.


Facebook: Creating Value for News Publishers and Readers

Facebook connects over 1.65 billion people across the world, and one of the most meaningful things that people share and discuss on Facebook is news that matters to them. Facebook is committed to working with publishers to develop products that provide a better experience for people, and also work for publishers’ business models. Will Cathcart will provide a look at the products Facebook is developing for publishers and journalists to bring stories to life and connect with people on Facebook, as well as share insights for how broadcasters can best leverage the platform.




Vice, YouTube and Wattpad Studios: How Private-Sector Players are Engaging Young Audiences

Vice and YouTube are two of the most iconic Millennial and GenZ brands. Wattpad Studios is a new entrant, trying to build on the success of its parent, Wattpad, which boasts 100,000 story uploads a day from its community of storytellers. All three are playing on a global scale. All three are also centres of creativity and content that successfully engage with deeply loyal communities and that goal starts to sound a lot like the mandate for public media companies. So are they rivals, or potential partners to PSBs? In this panel, key representatives from these organizations will speak as media colleagues and share thoughts on what’s driving their success. From content creation, delivery and brand positioning, to algorithms and Big Data, this panel will address the strengths, challenges and trade-offs of playing in the digital community space.

  • Ashleigh Gardner, Head of Partnerships, Wattpad Studios
  • Ling Lin, Strategic Partner Manager, Content Partnerships, North America, YouTube
  • Nina Sudra, General Manager, Vice Canada
  • Host: Heaton Dyer, Executive Director, Strategy, CBC (Canada)


Discoverability: Getting on the Radar of Youth Audiences

Saturated and noisy Millennial and GenZ markets are making it more difficult for public service media to be seen and heard. More than a simple matter of marketing, “discoverability” is a complex art involving content development, distribution platforms, analytics, serendipity and influence. This panel will share the roads traveled and lessons learned among public service broadcasters mastering this new art.

  • Sophie Berque, Manager Webcreation & Transmedia, RTBF Interactive, RTBF (Belgium)
  • Julia Blomberg, Program Manager P3 & P3 Din Gata, Sveriges Radio Malmö (Sweden)
  • Gilles Marchand General Director (CEO), RTS - Swiss Radio & Television (Switzerland)
  • Chris Scaddan Head of Music, ABC Radio (Australia)
  • Eric Scherer, Director of Future Media, France Télévisions (France)
  • Host: Emmanuelle Latraverse, Radio-Canada’s Parliamentary Bureau Chief, Ottawa, CBC/Radio-Canada (Canada)




NBCUniversal: Engaging the Digital Generation

Frequently listed among the 100 most influential people in the U.S. television industry, Alan Wurtzel is considered a « leader » and a « sleuth » of difficult to track viewers. Fueled by NBCUniversal’s most recent experience as an official broadcaster of the Rio Olympics, Alan will shed light on the media behaviours of Millennials and discuss the paths NBCUniversal is taking to engage with the digital generation.

  • Alan Wurtzel, President of Research and Media Development, NBCUniversal (United States)


End of First Day PBI Montréal 2016


Shuttle Service from Sofitel Hotel to PBI Reception


PBI ReceptionMontréal Science Centre (Old Montréal)

Located in the heart of Old Montreal, the Belvedere provides a wonderful vantage point onto the city’s historic sites and downtown. From this luminous space with its highly distinctive architecture on the shore of the St. Lawrence River, you can enjoy one of the best panoramic views of Quebec’s metropolis.

We are inviting you to a reception to taste and experience the best of what Montreal has to offer. You will discover its festive spirit and innate sense of showmanship as creative young entertainers use their talent and innovation to reveal the cultural soul of our unique city.

September 16, 2016

PBI Montréal 2016 - Sofitel Montréal Golden Mile

7:00 - 8:30

PBI Delegate Breakfast

7:30 - 8:00

An Invitation to Discover Panora.TV (optional attendance)

Panora.tv is the latest strategic transformation project of Canada’s public broadcaster. By creating a content marketplace offering collective solutions for professionals in our industry, both at local and international levels, we can democratize the process of distribution and content acquisition. Acquiring and exploiting video content will be easier, faster and more efficient, enabling our local content to be showcased to buyers around the world.

  • Jean Mongeau, General Manager and Chief Revenue Officer, CBC/Radio-Canada (Canada)


Opening of the Second Day of the Conference


Engaging Youth Audiences Through News and Current Affairs

Find out how public broadcasters are leveraging the strengths of their newsrooms, sharing power with private distribution platforms and helping youth audiences distinguish between noise and news. The notion of news and newsworthiness is being tested like never before, but huge opportunities are emerging for PSBs to connect with digital natives.


The Transfer of BBC Three Online

Last February, BBC Three moved its entire youth TV channel online exclusively. Full-length programmes and a daily stream of content migrated to www.bbc.co.uk/bbcthree, the BBC’s iPlayer, a YouTube channel and social media accounts. Damian will discuss this bold move and a number of issues of interest to all PSBs including the shift from linear to non-linear programming, the impact on audience retention, stakeholder relations and organizational transformation.




The Next Level: New Strategies in Entertainment Programming

Find out how entertainment programming created by PSBs can not only survive, but also thrive through strategic thinking, perseverance and organizational transformation. This panel will explore global streaming services and specialized OTTs, Millennial and GenZ content and new formats created for social media outlets while addressing key PSB questions. How can public service media compete in the current environment? What narratives and story angles can we explore and own? Can PSBs create collective or national content and reach new generations?


Robocon: Snapshot of a One-of-a-Kind Public Service Media Project

Robocon, a unique robot building contest launched by the NHK, pits teams of young people against each other to construct and operate robots. Beyond its entertainment value, Robocon is an inspirational public service initiative that built bridges across the Asian-Pacific region, fueled a passion for technology among young people and reversed the waning enrollments of engineering schools.

  • Hideki Tazuke, Controller, Production / Program Production Department, NHK (Japan)




Google: Future of Journalism

News has always existed and will continue to exist forever. It’s the nature and definition of journalism that must change says Richard Gingras. For more than 30 years, Richard has led many successful initiatives in creating online services, software and new media. His rich career has given him a unique perspective on the world of media. How should we reinvent journalism to support the changing fabric of society? How can we use data to improve journalism and better serve communities? What new reporting tools should we develop? Through a series of thought-provoking questions, Richard proposes a journey that leads back to the need for more risk and experimentation, all to better connect with today’s digital generation.


Public Media Alliance (PMA) Session - Bringing the Public into Public Service Media: The risks and benefits of public contribution and participation

The ‘public’ are central to public media and in the digital era citizens demand to interact and participate with the media they consume - ‘one to many’ is no longer sufficient. To build and maintain trust PSBs must ensure that audiences, especially Millennials, also have the chance to contribute and create. To survive and thrive public media must be participatory media and engage these active audiences. With a global panel, the Public Media Alliance demonstrates that enabling citizen participation involves not only new technologies, enhanced curation and verification skills but also a change of mind-set to ensure that all citizens are both empowered and engaged.

  • Will Doran, Senior Developer, Ushahidi (Kenya)
  • Leh-Chyun Lin, Vice President - PTS (Taiwan)
  • Nedra Weerasinghe, Group Director, Electronic Media, Capital Maharaja Organisation (Sri Lanka)
  • Host: Sally-Ann Wilson, Chief Executive Officer, Public Media Alliance (PMA), (United Kingdom)


Closing Remarks and Handing Over to Host of PBI 2017


End of Conference


Farewell DinnerTaverne F

Located in the heart of Montréal’s entertainment district, Taverne F is the perfect place to get together and network in a relaxed atmosphere.