One of the significant achievements of the Public Broadcasting Corporation in 2022 was the hype created around the World Cup broadcasts – which not only increased the channel’s ratings for a month, but also increased the digital activity data of “Kan 11”. “During the World Cup, the ‘Kan’ application was downloaded about 600,000 times, in addition to those who had already installed it. This means more than a million downloads for the application,” says Roy Shoshan, who was the editor-in-chief of the website and the World Cup app at “Kan”.
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Another achievement Shoshan is proud of is the feedback received on the networks. “We knew how to score what the public wanted. Unlike other places, which can underestimate the needs of the viewer when it competes with the ratings values, in the corporation it is different. We provided a lot of cover material that provided an answer beyond the 90 minutes of the game. For example, we created videos such as how the acoustics work in the fields, and also We accompanied an Argentina fan during the season.”
Unusually, in the corporation it was decided to establish a customer service team for soccer World Cup matters only. “This is something that has no equal. The corporation was ready to receive feedback from the public on inquiries related to the World Cup, and we responded to all of them. I appreciate that this intimacy with the audience provided a positive relationship, which is significant.”
Roy Shushan (36)
personal: In a relationship, lives in Tel Aviv.
professional: Has a bachelor’s degree in general history and political science and a master’s degree in urban planning from Tel Aviv University. Worked at the storytelling desk at De Marker, served as the head of Walla’s news department, and as the digital manager for Kaan in the World Cup.
Something else: “I’m ecchilug – I have 47 ecchis at home”.
To increase the involvement of the spectators, the corporation developed a feature in the application that allowed the selection of a shooting angle and skipping directly to key events in the game, an interactive content component that would display information, and more. “We allowed people to run backwards – these are amazing things for sports fans. The richness of the data, and the possibility to receive everything via mobile, attract viewers. We wanted everyone to be able to watch, from the soldiers at the base to parents at the Hanukkah party. It had a great value in the positive sentiment.”
In addition, interactive games were developed, where quizzes, surveys and questionnaires could be answered. The data obtained was read on the air, which increased the emotional connection of the viewers. The ratings data indicate that during the World Cup more viewers stayed with the corporation, and watched other content such as the main news broadcast. After that there was a decrease, and now the average rating of the edition is about 5%.
“There is a demonization of the corporation”
Shoshan, 36, was previously at the storytelling desk at The Marker, where he was responsible for the digital projects on the website and the app – so he has a perspective on the digital market in the media. “If we talk about broadcasters, there is almost no innovative or cutting-edge digital beyond what happens in the corporation, and there it is made possible thanks to public funding. I don’t see anyone else going beyond the limits. I don’t know if there is a storytelling division elsewhere, but the digital development has not happened yet.”
According to him, such development is a function of time, money and executive decision. “The New York Times has about 50 people who are engaged in storytelling, and these are not only journalists, but also designers and art people – a complete envelope for digital. There is no such thing in Israel, because the media market is unable to raise its head above water. Apart from Keshet, who Can go on adventures?
“Everyone’s goal at the moment is to reduce expenses. That’s why it’s about developing the business model, and as soon as they manage to generate income from it, they will invest in it. Right now it’s not feasible.”
The new Minister of Communications, Shlomo Karai, had plans for changes in the corporation’s activities. You worked with the people, how were the feelings?
“During the World Cup there was black humor between us, that we would work ‘until they shut us down’. I met right-wing people and settlers there, people of all genders, races and colors. The diversity is very good, beyond politics. Therefore, it hurts me that there are people there who work hard and work night and day, and a sword is brandished on their necks.
“People found themselves worried about their place of livelihood. These people are not as the Minister of Information and the Minister of Communications portray them. It’s just sad how they demonized them, and said that they should be acted against or shut down.
“I don’t work there now, I was only there for the World Cup project, but I think there was vigilance there. It seems that this time it was a little more on the agenda than last time – they tried to align the corporation according to the decision makers.”
Farewell to Vala: “What we did there was journalism, that’s not what’s happening now”
Shoshan’s resume includes two terms in the Walla news system. The first was in 2014 and lasted for several years, and the second in 2020, as head of the news department – a term that ended in dismissal. Recently, Walla’s retiring CFO, Tomer Khabani, filed a lawsuit against the site, from which it emerged that Shoshan’s dismissal occurred after his replacement had already been hired a month earlier – which, according to the lawsuit, signifies “a violation of employee rights.”
“I worked at Vala in 2020-2021,” Shoshan says. “It was a very intense period, during which we received positive feedback on the way we covered topics, from the election campaigns to privacy matters during the Corona period. Unfortunately, a new owner and editor-in-chief arrived, who chose to fire me for unprofessional reasons, and therefore there is a lawsuit.”
Why were you fired?
“They claimed that the head of the news department is a servant of trust. Everything is described in the indictment, but I will explain: when I arrived, the editor-in-chief was Ma’ayan Dagan. The news about the entry of Eran Tiefenbrunn was published on February 6, 2021. The previous CEO informed us of this. I understood right away that I would be fired the day after the elections, and he would bring someone who is a man of peace.”
Shoshan was indeed fired after the elections held at the end of March, on the eve of Passover. “I was not given the opportunity to show my abilities, even though Tiefenborn himself told me that I was excellent, and that he did not have a single bad word about me. Therefore, it is not clear why he fired me.
“When I arrived at the system, and Dagan was the editor-in-chief, it was after the 4000 case, Shaul Elovitch was not in the picture, and we had a golden window to do clean journalism. We achieved extraordinary achievements, including the rating. In my estimation, the rating during my time was much higher than what Vala has today “.
Referring to the work of Walla today, Shoshan says that “I don’t think that what motivates the editor-in-chief is what motivated me – he wants to please his boss. What we did was journalism, what is happening now, I don’t know if I would call it journalism.
“There is a clear connecting line between the managers of the media, who are cowering or fail to see their role, the degree of trust in the media and the processes of chaos and damage to Israeli society and democracy.”
Eran Tiefenborn refused to comment on the matter.