Christos Panagopoulos Chairman of ERT

PM Communications: ERT won praise for its contribution to the success of the Olympic games in 2004. Could you share with the readers of the Telegraph exactly what the role was of ERT in the Olympics?

Mr. Panagopoulos: ERT was one of the main sponsors of the Olympic Games and our company provided services and equipment for the international broadcast centre of the Games. These investments were made specifically for the Olympics, but obviously afterwards ERT was able to absorb the new technological equipment of the Olympics into the company, meaning that ERT benefited by having renewed digital equipment and upgraded technology.

PM Communications: So there was a real concrete legacy for ERT as a result of the Olympics?

Mr. Panagopoulos: Yes, the Olympics were the crucial point at which ERT was renewed and transformed into a truly 21st century broadcaster. Just as Athens public transportation system and infrastructure was improved, so was ERT.

PM Communications: And talking now in terms of the intangible legacy of the Olympics, can you share with the readers of the Telegraph Magazine the impact it will have in terms of the international perception?

Mr. Panagopoulos: Thanks to the Olympic Games, the image of Greece has undergone an immense transformation. The international spectators that came to the Olympics had the chance to see a new and modern Greece that complements beyond their perceptions of as the seat of ancient civilization, the Acropolis and the Parthenon. Today, Greece and its people are working hard to compete in the modern world and to not only be a part of the European Union but also to play an important role and collaborate successfully within the European project. The Olympics was a great boost to the self-confidence of the Greeks and for Greece as a nation.

PM Communications: In terms of Eurovision - and without drawing too close a parallel between it and the Olympics, as they are two very different events - do you see your hosting of the 51st Eurovision song Contest as another important opportunity to project an image of this new modern and dynamic Greece?

Mr. Panagopoulos: Yes, it is one of many opportunities. However, one event has nothing in common with the other. The Olympics was a tremendously large event and investment for the country. Eurovision is a big "party", where several European countries come to Greece for an international musical contest and entertainment. Spectators and contestants will come to Athens to join in as part of this exciting spectacle, visiting the Athens' beautiful sights, enjoying the parties and of course the music. The viewers also get to experience Athens through the spots between the songs in the three-day Eurovision contest. We have produced 48 spots, which are each 30 seconds long and each spot displays a different aspect of Greece. Although, it is a smaller event Eurovision is another occasion for Athens to present itself in a new light as a city-break destination.

There will be other opportunities in the future. For instance, the final of the Champions League will be hosted in Athens next year, another great event for Greece that will be followed internationally.

PM Communications: Tell us more about the 48 TV spots you plan to broadcast?

Mr. Panagopoulos: The spots will not only focus on Athens but what the whole of Greece has to offer. We will try to create spots that cater to the particular interests of each European country. With Germany we will display a spot that focuses on wellness, spas and resorts in Greece. For Russia, the spot will focus on religious tourism because that's where their interest lies. In the case of Great Britain, the spot projects the country's interest of Greece as a city-break destination, including the nightlife, restaurants and shopping. So the spots will be focused on Greece with about eight seconds targeted on each specific country's attraction to Greece. At the moment we are at the production stage of the spots after having completed months of extensive target research for each country and we are very satisfied. After the contest, GNTO will take the spots and materials used for the event and use them for their own benefit.

Another aspect of the production for Eurovision is ERT's innovative approach to the opening ceremony as well as the semi-final and final ceremony. We want to create a new image for the television, to upgrade the production values in cooperation with EBU and try to set new and improved benchmark for the contest. We have also focused on broadening the vision and the appeal of the contest by having presenter that is known not only in Greece but also internationally. That's why we chose the Greek-American performer Maria Menounos and Sakis Rouvas, also a popular Greek performer, to give the event a new edge.

PM Communications: Being the state broadcaster, do you feel a particular responsibility, as a symbol of modern Greece and the window of the world onto your country, to portray your country in the best possible way?

Mr. Panagopoulos: Yes, we are definitely trying to project this new vision of Greece to the world but it's a challenging task because as broadcasters we don't actually have the experience to organize events such as Eurovision with all the different elements it involves. We have to ensure the security of our guests, their transportation, as well as organize all the hospitality and accommodate everyone involved. However, we strongly believe that the event will be a success because we have been able to fulfil the requirements at every level. We have to commitment of the police that managed the security for the Olympics so we feel very confident. The contestants will arrive a week prior to the actual event to practice and attend several festivities, meaning that Athens will host an international party every night before Eurovision even begins. That will also require a lot of organization and preparation on our behalf. This is why we have enlisted the help of the Organizing Committee from the Olympic Games as well as four hundred volunteers all of whom are very qualified and experienced in putting together this sort of spectacle.

PM Communications: It sounds like a huge project and a real departure from your former post as a respected journalist and as Managing Editor of Kathemerini. How do your present responsibilities as head of Greece's state broadcaster differ from what you were doing before?

Mr. Panagopoulos: Well, firstly ERT is larger than any other newspaper or media company in our region and that entails a lot more responsibility of course. Since ERT is a state owned company, there are many areas that were overlooked. For instance, there were two orchestras with about 250 people and nobody from the former management paid them any attention for several years. So I made a point to recreate two new orchestras and rejuvenate the old ones that had been forgotten. ERT also had a television news magazine that they wanted to shut down. Instead, I decided to invest in the television news magazine and add a DVD with archive material on it and double its price. As a result the magazine recovered and is profiting from the new changes applied.

Also ERT is creating three new digital channels, alongside its three analogue channels. Our six new broadcasting channels represent a tremendous progression. Furthermore, ERT signed a deal with Disney and is now the owner of all the rights to the Champions League. We will guarantee quality national and international programming. All these factors demonstrate that as a public company ERT is coming up to speed on a regional as well as on an international level.

PM Communications: ERT is recognised as the highest quality in terms of programming and there has been a vast improvement in past couple of years. What are the kind of values and principles behind your decision to upgrade the content?

Mr. Panagopoulos: The problem is that is the last few years the radio and public television have lost their position and credibility. In the 1980's, the public television was owned by the government and functioned as broadcast propaganda about the government. Therefore, when the private television programmes were put into practice nobody really paid attention to the public television. The private television took central position in Greece and the public television lagged behind tremendously. Today, our target remains to restore the credibility and position of public television by becoming the guardians of high quality television that appeals to all the viewers.

My job at ERT is to implement new high quality, and modern programs and improve the ratings. Many of our new programmes have more value and are more culturally oriented but we also feature new Greek shows to ensure that there is something for every viewer. We must focus on maintaining high standards and high ratings. This is the main difference between the former management and myself. They only cared about the quality of programmes but I believe that if you spend several millions on a programme then you also need to provide the ratings. Ratings are vital for a successful television program.

PM Communications: I wanted to give you an opportunity to send a final, direct message to the readers of the Telegraph, please go ahead…

Mr. Panagopoulos: We invite the readers of the Telegraph to not only watch Eurovision but also to travel to Greece. Athens is a fantastic city-break destination and a beautiful and modern city that has a diverse range of attraction to offer for everybody's interest.