ABU and AFTRS conclude four-part webinar series with final session on marketing and platforms

The Asia-Pacific Broadcasting Union together with the Australian Film, Television and Radio School (AFTRS), held the final session in a four-part webinar series on how social media is changing the way broadcasters connect with audiences. Speakers Dr Pieter Aquilia and Peter Herbert explained that platforms such as YouTube, TikTok and Instagram are now central to how programmes are promoted and shared.

Dr Aquilia noted that social media has not replaced television but has changed how people watch it. Today, most young people use their phones to access content, and broadcasters need to reach them by creating material that is direct, engaging and suited to their habits. She underlined the value of working with online creators, who already have large groups of followers.

One example came from the Australian Broadcasting Corporation, which has teamed up with TikTokers and YouTubers to attract new viewers. This approach has already delivered more than 50 million views in less than a year. The session's key message was clear: broadcasters who want to remain relevant must be open to new ideas, build partnerships and use digital tools wisely.