FINLAND – Darude’s song entry for Tel Aviv’s Eurovision Song Contest was chosen on Saturday at the New Music Competition in Turku. The event did not interest viewers, as UMK did not even fit into TV2’s 20 most viewed programs according to Finnpanel’s measurement.
The TV2’s 20th most popular program was the combined skiing hill of the World Championships, with an average number of 358,000 pairs per day. The exact number of UMK viewers is not known, but in any case it was less than 358,000 viewers, which is a little historical.
Last year, 710,000 spectators followed Saar Aalto’s performances at UMK, this year about half less than Darudea.
“We wanted more viewers,” says Ville Vilén, Director of Creative Broadcasting at YLE, and at the same time reminds us of how tough competition on Saturdays.
At the same time as UMK, TV1 became the Athletic Hall-EM, MTV3 Uutisvuoto and Nelonen The Wall Finland.
Still in 2010, the Eurovision Song Contest was followed by an average of over one million viewers. A year later, in 2011, only 659,000 spectators were looking for visas. Since then, the figures have fallen sharply.
Yle rejected the traditional Eurovision Song Contest concept and in 2012 it introduced the UMK. The first UMK edition gathered 452,000 spectators.
Since then, the program has been moving between 423,000 and 730,000 last year. So this year we can talk about a real collapse.
“Keep in mind that television viewing habits have changed, especially when younger viewers are concerned. I’m not worried that UMK would have reached the audience. The program is viewed with different tools, at different times, and it is difficult to estimate the overall reach of the program at this stage”, Vilén continues.
Now we are thinking about what the UMK will be like in the future. We might change the format and ski the literal selection of the artist.
“If we continue with the professional artist line, the artist must be significant. If there is no such, we will consider other options. We don’t wait until Tel Aviv, but we make decisions before that.”
Voters and the international jury chose the song Look Away.