The future of television in Europe

Traditional TV broadcasters are leveraging digital tools to connect with increasingly diverse audiences

European television is being redefined by a combination of new regulatory requirements and changing viewer tastes.

All over the world, traditional TV broadcasting has converged with digital streaming services, giving rise to hybrid models that blend the strengths of both. Today’s TV audiences can switch between live and on-demand content seamlessly, providing more choices and intensifying competition among broadcasters.

European broadcasters are leveraging digital tools to enhance interactivity and personalize viewer experiences, ensuring that traditional platforms stay competitive in a digital-first world.

“The convergence of traditional broadcasting and Internet services is merging media content, data, and applications using broadband networks delivered via terrestrial, satellite and Internet platforms,” said Joanne Wilson, Deputy to the Director of the Radiocommunication Bureau at the International Telecommunication Union (ITU). “Streaming on multiple portable devices has made TV an integral part of life, accounting for 80 per cent of all consumer Internet traffic.”

Broadcasters and regulators – meeting in Geneva, Switzerland, on 7 November for an ITU-hosted “Future of television in Europe” workshop – discussed the regulatory and policy frameworks for emerging and convergent technologies for broadcast infrastructure and services.

ITU has been facilitating international technical cooperation and regulatory coordination from the early years of TV.

“We take pride in ITU’s 75 years of efforts in developing broadcasting standards and systems aligned with the latest cutting-edge technologies,” added Wilson. “This has made high-quality television available and affordable worldwide, particularly in remote areas.”

The growth of streaming services

Streaming services have grown immensely over the last two decades, offering audiences on-demand TV content across multiple genres. European broadcasters are responding by launching new platforms, shifting viewership away from traditional television, and encouraging audiences to engage with flexible and convenient digital formats.

Public broadcasters in Europe have long served as a cornerstone of high-quality programming, cultural preservation, and impartial news. However, the rapidly changing media landscape presents significant challenges, forcing public broadcasters to adapt.

According to workshop participants, European broadcasters can thrive in today’s increasingly digital and globalized media environment by embracing change, blending innovation with tradition, focusing on sustainability, and creating compelling local content.

In the UK, four national public service broadcasters – BBC, ITV, Channel 4 and Channel 5 – have launched a joint venture “Freely” with a mission to ensure free digital access to television for all audiences. UK audiences can stream the service’s live TV channels alongside on-demand content for free via any Internet connection, removing the need for a satellite dish or aerial.

“Being an interactive service, we can see how viewers engage with various features and pathways to content, allowing us to focus on the most popular ones,” said Sara Milton, Chief Product Officer at Everyone TV, the joint venture company for the traditional TV giants behind Freely. “We aim to enhance user experiences through aggregation, not homogenization, staying true to our core goal: making live television viewing less complicated, but not less vibrant, while honouring cultural diversity and localization.”

Emerging TV technologies

New and emerging technologies, from artificial intelligence (AI) and 5G private networks to cloud and software-defined applications, have revolutionized programme-making over the last few years.

The integration of virtual and augmented reality technologies has revolutionized the viewing experience, transporting audiences into immersive worlds that blur the boundaries between the real and virtual worlds. From interactive storytelling to virtual reality sports broadcasts, the industry has embraced innovation to captivate and engage audiences like never before.

The Paris 2024 Olympic Games demonstrated how combining a private 5G network with 5G broadcast can revolutionize coverage of global events, offering unprecedented connectivity, immersive experiences, and operational efficiency. 5G technology provided ultra-fast, reliable, and low-latency connectivity across Olympic venues, ensuring seamless streaming through which spectators accessed high-quality, real-time video streams, stats, and interactive features on their mobile devices.

By blending innovative and traditional approaches, focusing on sustainability, and creating compelling local content, European broadcasters can thrive in an increasingly digital and globalized media environment. This evolution promises a vibrant and diverse broadcasting landscape that reflects the essence of Europe while meeting the demands of a connected world.

Mark Jordan, International Policy Spectrum Manager at Arqiva said European TV was turning hybrid: “The most cost-effective way of delivering content in the future will be a mix of technologies accommodating both streaming and terrestrial networks.”

Europe’s regulatory framework

The European TV landscape is shaped by a regulatory framework that supports the local audiovisual industry, promotes cultural diversity, and encourages streaming platforms to invest in European productions.

Recent laws in the European Union include the Digital Services Act and the Digital Markets Act, which bring more structure, fairness, and transparency to the relationship between broadcasters, public service media, and online platforms.

Jenny Weinand, Head of Media Law, Legal & Policy Department at the European Broadcasting Union, said the new laws aimed to uphold editorial freedom and independence for public media providers, as well as help journalists protect sources. “Strengthening editorial and financial independence and transparency will be essential to safeguard the credibility of public broadcasters,” she said.

Emergency communications by TV

Broadcast television remains a crucial medium for disseminating information and keeping citizens informed, alert, and safe during emergencies. With advancing technologies, TV is becoming more effective and responsive.

Traditional TV stations remain vital for emergency communications in Europe. “As technology evolves, television broadcasters are integrating innovative tools and approaches to enhance their responsiveness and effectiveness,” said Doris Martiza Delgado, Programme Officer in the ITU Telecommunication Development Bureau. “By adapting to the changing media landscape and leveraging cross-border collaboration, television will continue to play a pivotal role in ensuring public safety across Europe.”

The workshop also featured an exhibition of recent developments in broadcasting, including the integration of 5G, AI, and Digital Video Broadcasting-Internet (DVBI) to enhance accessibility across different audiovisual devices.

ITU Workshop on the Future of TV for Europe, 7 November 2024 – Presentations

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