How to Create Impactful News Formats to Engage Gen Z Audiences


How can public service media reach Generation Z with news? That’s people in their mid-teens to early 20s and more than 30% of the global population.

PSM can find it difficult to keep up with ever-changing platforms, while maintaining the production of high quality journalism. Likes and views are important, but we need to tailor our news stories to engage the Gen Z audience in a creative way but with strong public service values. 

In this Master Class, EBU Academy Faculty Member, Mark Egan reveals a five step model to help editors and news teams face this challenge, deconstructing inspiring examples of Gen Z news formats, before participants develop their own.

Learn how BBC News “Flip the Script” to connect with Gen Z


Who it's for

  • News editors
  • Content producers
  • News strategists

What you will learn

  • How to better understand Gen Z, the content they consume and how they consume it
  • Why many current formats do not resonate with Gen Z audiences
  • How to apply proven principles to develop new storytelling formats
  • Techniques to boost the creativity of programme teams 
  • How to use multi-disciplinary teams to create new, surprising content opportunities. 

Guest speaker

Jan Bruck, Senior Journalist at BBC News on the BBC iPlayer presenting the format “Flip the Script”.


After completing the 3 modules, you will be awarded an EBU Academy Certificate