by Paul Harrison, EBU Strategy Services
The European Broadcasting Union (EBU) is stepping up its media literacy work with its Public Service Media (PSM) members. In April, it published its second report, Advancing Media Literacy Through Public Service Media, using survey data from 32 organisations, including TG4. The report also contains findings from ad-hoc research to build a comprehensive picture of PSM activity.
The report’s findings come at a critical moment, as the latest EU assessments indicate that just 60% of European citizens had the required level of digital skills in 2025, up from 54% in 2021, showing that a significant number of the population still lack the tools to fully participate in modern digital society. The rise of AI is making the challenge more difficult, as most adults recognise digital skills as essential for using AI safely, yet nearly two-thirds feel the technology is moving faster than they can keep up with. Misinformation remains a key concern, as online European citizens are worried about AI’s growing role in journalism and the spread of false information.
The debate around young people is sharpening, too. While many European adults favour social media bans for under-14s, academics advocate a rights-based approach centred on building robust digital literacy for children, parents and educators alike. The need for trusted, age-appropriate resources has never been greater.
PSM organisations are well placed to respond to those concerns. In 2026, at least 62 are active in media literacy across 37 markets, with over 180 initiatives recorded since 2023. Educational events alone account for approximately 40% of recorded activities. These include civic participation, youth and cyber safety, digital media skills, AI awareness and fighting disinformation through fact-checking services and age-appropriate explanations of fake news. Many organisations are going directly into schools, empowering teachers and running workshops and classroom visits.
Ireland’s contribution is also highlighted in the report, including the Be Media Smart campaign, which encourages citizens to Stop, Think and Check the accuracy of information they come across. Meanwhile, Foghlaim TG4’s collaboration with COGG to deliver Iriseoirí an Lae Amárach, a MOJO journalism training programme for students, is cited as a strong example of PSM’s collaboration with the educational sector.
The EBU is now building a network of PSM staff to share approaches and develop pan-European solutions. If you would like to get involved, contact Paul Harrison.
