Speak on Different Topics, Not Just About War — Yulia Bin on the Tasks of International Broadcasting
The General Director of SE "International Broadcasting Multimedia Platform of Ukraine" Yulia Bin shared her vision of how Ukraine should work with international audiences so that its voice remains visible and influential in the global information space, and why it is necessary to speak not only about war. In October, Yulia Bin took part in a discussion "How media speaking in different languages…
Yulia Bin, the General Director of SE International Broadcasting Multimedia Platform of Ukraine, shared her views on how Ukraine should engage with international audiences to maintain its influence in the global information space. She stressed the importance of discussing topics beyond war, as the current conflict is not the sole aspect of Ukraine to be highlighted to the world.
Bin emphasized the need for consistent and systematic work on various platforms and in different formats to reach diverse audiences, including those indifferent to Ukraine's struggles and those spreading misinformation.
Throughout October, Bin participated in a discussion at the Donbas Media Forum titled "How media speaking in different languages help Ukraine stay on the world agenda." In her post summarizing the expert conversation, Bin highlighted the need to speak different languages, experiment with formats, and reach out to varied audiences, even if their attention is scarce.
She explained that SE IBMPU is continuously expanding its language lineup and testing new formats and topics for different viewers, such as the addition of a Chinese-language platform and diversification of content.
Bin stressed the importance of presenting a nuanced image of Ukraine to the international audience, beyond the war. She cited Brazilian journalist Fabricio Vitorino's suggestion that Ukraine should share various aspects of its identity, like shared values, freedom, justice, and anti-colonialism, rather than focusing solely on military content.
Bin argued that while military content is essential for informing about the conflict and attracting viewers, it should not overshadow the presentation of Ukraine's history, culture, science, and traditions.
She explained that SE IBMPU aims to balance attention-grabbing content with informative materials that foster a deeper understanding of Ukraine, such as classic news releases, analytical projects, and documentaries. According to Bin, this approach has yielded results, as English-language YouTube platforms of SE IBMPU collect 15-20 million views monthly, while Spanish-language channels garner 6-8 million views, and Portuguese-language channels attract 2.5-3 million views.
Bin emphasized that Ukraine's international broadcasting efforts should not be seen as a quick fix but rather a long-term endeavor. She mentioned the success of United24 News, an English-language news channel, which, despite having only 43,000 subscribers and 9.5 million views after a year and a half, still represents a considerable achievement. Bin also noted that SE UATV.English and other platforms took time to reach their current viewership levels, and even then, consistent effort is crucial for success.
Written by urgent.news from UATV English's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
