European Broadcasting Union meets demand from radio broadcasters for more multimedia

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Public service radio stations in Europe will have access to more multimedia content for their websites thanks to a new system from the European Broadcasting Union (EBU) .

The EBU, which represents public service radio and television broadcasters in Europe, has launched its Euroradio Multimedia Exchange System in response to growing demands from its radio members for better access to video content alongside pooled audio material.

The new system will allow members to source rights-cleared video clips for use on their website. The union is looking for content partners from leading broadcasters, independent video producers and freelancers to provide clips of coverage from on-diary and breaking news events.

Partners can offer their content for free to members in return for reaching a wider audience or charge €100 for a one-off video clip or €50 per download, with part of this fee going to the union and part to the content provider, Michael Mullane, head of radio news and sports and new media for the union, told Journalism.co.uk.

An exchange system for audio, the Euroradio News Exchange, which gives members access to pooled content for their schedules, such as audio from major news events, is already run by the union.

"Even radio-only members are sending out reporters to create videos as well as audio. The idea is that they're already producing this content that's of interest and can be shared. There seems to be more of a demand for multimedia content from radio members (…) it might be the impact of YouTube or, like in the UK, this process of visualising radio. Radio stations are not becoming visual media or content centred on images, but sounds with added images. You can listen, but you can see a team list of a map or stats. You get an extra layer of information," said Mullane.