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RTE Uses Prizes to Boost Viewership in Digital Age

  //travel-leisure.news-articles.net/content/2026/ .. s-prizes-to-boost-viewership-in-digital-age.html
  Published in Travel and Leisure on Tuesday, February 10th 2026 at 8:04 GMT by RTE Online
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Dublin, Ireland - February 10th, 2026 - Ireland's national broadcaster, RTE, is continuing its strategy of audience engagement through prize-based competitions, the latest iteration being the 'RTE Today Prizes' competition offering a trip to Spain, hampers, and cinema tickets. While seemingly a simple promotional tactic, this approach reflects a wider trend within public service broadcasting (PSB) to adapt to changing media consumption habits and secure continued relevance in a crowded digital landscape. This article explores the context of this competition, the increasing use of incentives in PSB, and the challenges and opportunities facing broadcasters like RTE.

Initially announced in early 2023, the 'RTE Today Prizes' competition, and competitions like it, are far more than just giveaways. They're a deliberate attempt to drive viewership and online engagement, particularly with the RTE player - the broadcaster's on-demand streaming service. The current competition, anchored around a question relating to a recent news item, cleverly encourages viewers to actively watch or read RTE news content. The question, specifically focusing on a BBC drone incident ("Where did a drone crash during a filming of a BBC TV show? A) Brighton, B) Birmingham, C) Bristol"), cleverly uses a cross-platform news event, subtly promoting the value of staying informed through reliable news sources like RTE, even if the source of the initial story wasn't directly RTE itself.

The shift towards prize-based engagement has been noticeable across PSBs globally over the past few years. Facing increasing competition from commercial streaming platforms like Netflix, Disney+, and Amazon Prime Video, as well as social media giants, broadcasters are under pressure to maintain audience share. Traditional methods of simply providing high-quality content are no longer enough. Viewers have unprecedented choice, and their attention is fragmented.

Competitions offer a relatively low-cost way to cut through the noise. They provide a direct incentive for viewers to interact with the broadcaster, whether through watching television, visiting the website, or participating in social media campaigns. The collection of data - name, address, phone number - through entry forms also provides valuable audience insights, allowing RTE to better tailor its programming and advertising strategies. This data, handled responsibly and in compliance with GDPR, can be used to understand demographic preferences and improve targeted content delivery.

However, the strategy isn't without its critics. Some argue that relying on prizes cheapens the value of PSB, turning it into a form of entertainment rather than a provider of essential public services like news, education, and cultural programming. Concerns have been raised that the focus on generating "clicks" and "entries" could lead to a dumbing down of content, prioritizing sensationalism over substance. The ethical considerations around data collection and usage are also under scrutiny, with calls for greater transparency and stricter regulations.

RTE, like other PSBs, is navigating a complex funding model. Facing declining license fee revenue and increasing budgetary constraints, the broadcaster is increasingly looking for alternative revenue streams. Sponsorships, advertising, and commercial ventures are becoming more prominent, but balancing these commercial pressures with the core mission of public service remains a significant challenge. Competitions, while generating engagement, also contribute to building brand awareness and attracting potential sponsors.

The closing date for the current competition - March 23rd, 2023 (as it was originally set) - highlights the ongoing nature of this strategy. RTE consistently runs similar promotions throughout the year, adapting the prizes and questions to reflect current programming and news events. The success of these competitions will likely determine whether RTE continues to invest in this approach as a key element of its audience engagement strategy. Looking forward, we can expect to see more sophisticated integrations of competitions with interactive content, personalized recommendations, and cross-platform experiences, all designed to recapture audience attention and solidify the role of public service broadcasting in the digital age. The simple act of offering a trip to Spain, therefore, represents a much larger battle for the future of public service media.