EBU touts “trustworthiness of TV”

The European Broadcasting Union (EBU), the Association of Commercial Television in Europe (ACT) and egta, the association of television and radio sales houses, is celebrating the trustworthiness of television on the occasion of World Television Day, as declared by the United Nations.

This year again, the three organisations have produced a 30-second video clip emphasising the role TV has around the world as provider of trusted content. It will be aired by broadcasters across Europe, Asia, Canada, the US and Australia on November 21st. To celebrate their love of television, viewers are encouraged to use the hashtags #WeloveTV and #WorldTVDay on social networks on 21 November.

The EBU says that the video highlights that now, more than ever, the trustworthiness of TV plays a central part in our daily lives as it keeps viewers up to date on what is going on at home and abroad and brings the world’s attention to what matters. Editorial responsibility, truthful reporting, top quality content, the safest environment and the reliable, independent measurement system are the DNA of TV.  This makes it a unique medium for world-class content and a fully brand-safe environment, no matter on which device.

Recent studies have shown:

  • that levels of trust in traditional media are increasing across Europe as people question the veracity of what they see and read online. In 70 per cent out of 33 countries surveyed, people indicate they tend to trust TV and in 11 countries TV is even considered the most trusted medium.
  • that the reputation of traditional broadcast media outlets has proven more resilient than social media platforms and online-only news outlets, primarily as a result of the depth of coverage being delivered. In all markets, television is considered the second most trusted medium (after printed news magazines) with 69 per cent of consumers trusting the news source.
  • that in a context of growing concerns over fake news, TV is the most trusted news source across all demographic groups, with Canadians watching 101 million hours of news/week.
  • that TV is firmly entrenched in the lives of the UK population and TV advertising drives the greatest level of trust and emotional connection (respectively 42 per cent and 58 per cent for population 15+).

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