By Marco BERTORELLO / AFP
Eurovision has often suffered from a cheesy image among TV audiences. But the European song contest has been gaining popularity on TikTok in recent years. And the event organizers are seizing this trend to raise the profile of the upcoming edition on the Chinese social network and with live broadcasts in movie theaters.
Eurovision has often suffered from a cheesy image among TV audiences. But the European song contest has been gaining popularity on TikTok in recent years. And the event organizers are seizing this trend to raise the profile of the upcoming edition on the Chinese social network and with live broadcasts in movie theaters.
The Eurovision Song Contest, which will be held in May, will be broadcast live on television, but also in movie theaters and on TikTok. More than 500 theaters across the United Kingdom, the host country for the 2023 edition, will be screening the competition's final live on Saturday, May 13. "We want audiences to enjoy themselves, come along in groups, get your fancy dress on, and come together to enjoy this historic occasion on the big screen," John Travers of CinemaLive told The BBC. Robert Lea, head of screen content at Vue Entertainment, said: "Every song, every vote and every larger than life moment will be live streamed in amazing picture and sound quality for fans to enjoy with each other."
Despite its victory in the 2022 edition of Eurovision, Ukraine will not be able to host this year's event. It is therefore in the United Kingdom, which came second in 2022, that the competition will be held, and more precisely in Liverpool. Tickets for the grand final sold out in just 40 minutes. "Ted Lasso" star Hannah Waddingham will be joined by singer, model and "Britain's Got Talent" jury member Alesha Dixon, Ukrainian performer Julia Sanina, and presenter Graham Norton in hosting this 2023 edition.
A popular event on TikTok
In addition to being screened in movie theaters, Eurovision will also be coming to TikTok. Announced as an official partner, the Chinese social network will broadcast the performances live and even share behind-the-scenes moments from the competition.
Last year, Eurovision was a success on the app, gathering more than "3 billion views for the official hashtag #Eurovision2022 and over 5.8 million tuned in across the three LIVE streams, broadcast from Eurovision's TikTok account; the two semi-finals and the Grand Final itself. The Grand Final on Saturday, May 14 achieved 3.3 million unique viewers alone and generated in excess of 250 thousand comments from those tuning in," said TikTok.
Martin Österdahl, executive supervisor of the Eurovision Song Contest, said: "Millions of new Eurovision Song Contest fans discovered the event through TikTok last year and we know millions more will be excited by this year’s extra special event in Liverpool. Both the Eurovision Song Contest and TikTok provide an international platform for discovering fresh new music and artists and we look forward to working together in creating more huge hits in 2023."
