No slogan for Malmö 2013?

No slogan for Malmö 2013?
The Swedish delegation on stage in Baku after their victory. Photo: Thomas Hanses (EBU).
Stockholm, Sweden -

Our journey taking a look at some of the ideas and concepts behind the upcoming Eurovision Song Contest in Sweden today takes us to focusing on the narrative of the shows, and how host broadcaster SVT wants to "inject life into the competition".

Executive Producer of the 2013 Eurovision Song Contest, Martin Österdahl once again discusses some of the ideas that he and his asteemed production team are toying with at the moment, including the use of just one presenter, being "organic", and using a narrative to spice up the competition and unite the millions of viewers all over Europe and indeed the World.

He also talks about the possibility of there not being a slogan next year, like in previous years. You all remember "Light Your Fire" from Baku, "Feel Your Heart Beat" from Düsseldorf and "Share The Moment" from Oslo, right? Martin Österdahl believes that this may not fit into the concept for next year's show in Malmö.

Presenting the show "organically"

"Organic" is what Loreen said when she was asked to describe Sweden at the Winners Press Conference after her victory in Baku. Now Martin Österdahl can see potential to use this word to develop the show further.

"We are going to try and build up a more organic story through the program. A large part of it lies in how we work with the presenter and that the roll gives a different impression and connects the various elements of the show in a better way”, he says.

"You can play with the shapes and fade out the edges by adding the presenter to other parts of the show. This could involve the person appearing in pre-recorded sections, maybe even in the postcards, so that it feels like a natural transition between the efforts of the presenter and the other elements”.

"It’s also about how you take advantage of the opportunities for producing pre-recorded material and how you connect the various parts of the program into a natural flow and a better dramatisation”, he says.

Loreen at the winner's press conference in Baku, where she described Sweden as "organic". Photo: Elke Roels (EBU).

Simpler with one presenter

Connected to this are plans to revert back to the age old tradition of just having one presenter. Martin Österdahl believes that there is a similar problem at the Eurovision Song Contest to the Oscars. There a single presenter like Billy Crystal has been used.

"They need to prepare a lot with a lot of rehearsing. There, success has been achieved by allowing the person the space required in order to put a personal stamp on the program. If you are three in a program like this, then it becomes much harder”, he says.

Slogan not a certainty

The question about whether Sweden should create a cohesive theme, formulated into a specific motto or slogan has been raised during the initial planning. All organisers apart from Moscow have had this in the past few years.

“Many have done this very well. “Share the Moment” from Oslo in 2010 is an example”, says Martin Österdahl.

We have already looked at the four core values that will consummate the work and have a function that resembles a theme. But Martin Österdahl is not sure that Sweden will have any slogan.

“Maybe ultimately we will create a theme like «Share the Moment» but that is not a certainty. It is a bit of an impossible task to find a new (slogan) that is brilliant every year and that is not just a rewriting of something else”, he says.

The "Share The Moment" theme used by NRK for the Oslo 2010 contest. Martin Österdahl highlights this as a good example of a slogan.

Narrative to inject life into the competition

At the heart of the Swedish project with the Eurovision Song Contest are the same ideas that were developed when the competition was founded: to create cultural understanding, reduce distances and highlight every person as being equal. The Eurovision idea is invaluable to a TV producer, and offers the program a potential that has not been taken advantage of in previous years, believes Martin Österdahl.

“Maybe it sounds very pretentious when we talk about it in this way but the truth of the matter is that we also need to achieve a dynamic in the narrative between the joyousness and seriousness of this program. Good humour often has a depth”.

"In all seriousness I believe that it is this dynamic that enables (the show) to really have an impact. The thing that makes you think that this is not just the world’s funniest and coolest show, is also feeling that it is actually exciting and in fact quite important; that it matters and that what we are doing has a meaning and a sense of worth”

A uniting power

Martin Österdahl hopes that by Sweden using the founding values of the Eurovision Song Contest in the narrative, that the program will reach new heights.

"We believe that there is a lot of value in people across Europe all sitting down at the same time and experiencing the same thing and enjoying the same thing. We believe that it builds an identity, a sense of community and solidarity”.

“There are important elements but this is also something that we can take advantage of in order to create something very big and fun. Usually when talking about international television, we say that everyone is united through catastrophes. We also want to achieve this effect through enjoyment”.

We will continue our journey shortly with a closer look at some of the more technical aspects of the 2013 Eurovision Song Contest, which takes place in Malmö Sweden on the 14th, 16th and 18th of May.

Thanks to Gustav Dahlander from SVT for providing the above information. Translation provided by Simon Storvik-Green (EBU).


There are 37 comments

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  • Posted on 5 November 2012 at 08:27
    ''leave your soul free'' to malmö 2013 report to the moderator
  • Posted on 1 November 2012 at 19:08
    Let Us All Pay Back that Bridge! report to the moderator
  • Posted on 31 October 2012 at 11:56
    its not compulsory to have a slogan , but it does make the show more interesting ,exiting and it makes a great way to present and have an idea what it is going to be like. report to the moderator
  • Posted on 30 October 2012 at 10:45
    As someone said, people often reffer to year 2000 as the start of "The new Eurovision". It was also held in Sweden.

    SVT is extremely professional and one of the best in the buisness in hosting shows like this, we have alot of experience from Melodifestivalen and other events such as the royal wedding and Friends Arena Grand Opening.

    Just Youtube the Friends Arena Opening and look at the perfomances. No LED screens, big orchestras and chours. Everything much more simple but yet very personal and stylish.

    The CEO of Eurovision wanted Sweden to "tone down" the competition cause of the shows getting bigger and bigger with no feeling. And i think it was ment to be for Sweden to get it this year and revolutionize the competition once more.

    You can trust us Europe, be sure to watch Mello 2013 and you will see.

    (fyi, Finland and Norway also had arenas as the size of Malmo.) report to the moderator
  • Posted on 27 October 2012 at 15:05
    Again, i don't mind with the decisions Malmo is making.
    But, i am so used to the type of contest with a slogan, LED lights and you know, it makes everything better to watch. This doesn't look like my FAVOURITE contest, but i'll be watching.. report to the moderator
  • Posted on 24 October 2012 at 23:59
    With or without slogan it will still be eurovision... I really don't care... report to the moderator
  • Posted on 24 October 2012 at 20:51
    It would be really cool to only have 1 presenter this time in ESC! 3 presenters trying to act funny is not working at all,not that "realistic"..Fingers crossed for only 1 and the best presenter! :) And it would also be cool to have an unique slogan with only few words or maybe just one! Or maybe no slogan at all! I think the "simpleness" should be the main theme for Sweden 2013! Like the performance and concept of simpleness for our currently winner Loreen! Good luck Sweden,the whole world fingers crossed for you! :) report to the moderator
  • Posted on 24 October 2012 at 10:40
    Again, it's not a rule to have a slogan. They have the right to say no if they want to.
    What's the big fuss about slogan? Older ESC didn't have slogans, it's a modern "nonsense". Exactly what does a slogan do for the contest? report to the moderator
  • Posted on 23 October 2012 at 18:09
    Please, they can't make no slogan! It's a part of ESC, a kind of rule, they can't just say "No, we'll make no slogan this year" they can't! report to the moderator
  • Posted on 22 October 2012 at 20:42
    azerbaijan was the best sweden will not do anything big like baku 2012 report to the moderator
  • Posted on 22 October 2012 at 17:39
    What about a slogan like "the bridge connecting" ? report to the moderator
  • Posted on 22 October 2012 at 11:40
    An Example of Slogan "Listen to your Heart!" report to the moderator
  • Posted on 22 October 2012 at 11:32
    WHY NO SLOGAN !!!! Especially next year where we'll be 'between' 2 countries sharing the largest bridge of Europe connecting North to South. I felt and 'percieved' the 2013 Eurovision in another Spirit of Sharing... the 'Link ' that unites us : the bridge of LOVE! simply. report to the moderator
  • Posted on 21 October 2012 at 23:28
    I BELIEVE IN SWEDEN! ♥ report to the moderator
  • Posted on 21 October 2012 at 16:12
    This should be an interesting contest.

    But, if there are a few things i'm used to are;
    -Slogans
    -3 Presenters (Two stage, one for green-room)

    One presenter is not what i like. :/ I mean, it is more funny because they joke and all.
    Slogans just make the contest better.

    Maybe Baku 12 was the last one i'll enjoy? report to the moderator