World Television Day 2024 highlights TV’s role in supporting democracy

TV companies around the globe are celebrating the role that TV plays in society on World Television Day on Thursday.

Established by the United Nations and now in its 28th year, the annual event seeks to highlight TV as a medium for information, communication and entertainment.

The theme for this year’s World Television Day is the role of TV as a cornerstone of democracy.

The event seeks to highlight how the media channel offers trusted sources of information in an era marked by misinformation and fake news, while also providing media plurality through a range of viewpoints.

To mark World Television Day, TV and audio international trade body Egta, the Association of Commercial Television and Video on Demand Services in Europe and the Global TV Group have created a 30-second spot to run across European TV channels, digital platforms and social media.

It is understood that it will not be running on linear TV in the UK.

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“As a powerful force for good, TV is vital for informing citizens, supporting democratic participation and fostering diverse viewpoints,” said Egta director-general Katty Roberfroid. “Advertising, as a key source of funding, ensures the independence and sustainability of television as a medium.

“Through responsible storytelling, advertising can do more than increase purchase intent — it can spread awareness, influence positive societal transformations and ultimately support a media ecosystem that remains independent, transparent and impactful.”

Laurent Bliaut, president of Egta and deputy general director, marketing, strategy and innovation, at TF1 Publicité, added: “With over 2bn eligible voters, 2024 represents the largest election year in history, making it essential for citizens to have access to reliable information.

“TV stands as an unmatched platform for delivering trustworthy content, providing a vital space where people can stay informed, evaluate differing viewpoints and make empowered decisions.

“Multiplatform TV also offers unprecedented reach across diverse demographics, creating meaningful connections with audiences wherever they are and delivering strong value for both viewers and brands.”