It costs a fortune to compete and we’re 14,000km away ... so why do we bother with Eurovision?

IT costs a small fortune to compete and we cop flack from some other countries for being 14,000 kilometres away. So why is Australia at Eurovision again?

IT costs a small fortune to compete and we’re 14,000 kilometres away from the continent, so why does Australia bother with the Eurovision Song Contest?

When pop star Guy Sebastian appeared as a wildcard in last year’s grand final, it was billed as a special novelty act to celebrate the famed event’s 60th anniversary.

But our inclusion once again this year, with Dami Im representing Australia, has raised eyebrows both here and abroad.

Locally, critics are questioning SBS forking out to take part in a foreign competition, while on the ground the likes of British commentator Graham Norton have suggested we be sent home.

SBS has defended Australia’s participation for a second time in the Eurovision Song Contest, with Dami Im wowing audiences. Picture: AFP

Helen Kellie, the multicultural broadcaster’s chief content officer, is unapologetic and said the event delivers enormous benefits for SBS and its viewers.
“We’ve been broadcasting Eurovision for more than 30 years,” Kellie said.

“It’s our way of celebrating migrant Australia and multiculturalism, and it’s also a lot of fun. Over the past five or so years, it’s really ramped up and we’ve grown the scale of it.

“We had Jessica Mauboy perform (at interval) a few years ago, then Guy competing last year ... and this time, very generously we were invited to do the full thing with Dami.”

Sebastian’s participation last year was ratings and revenue gold for SBS.

Over the course of multi-day telecast, some 4.1 million Australians tuned in to watch the sequin-clad semi finals and grand final.

That represented a significant boost on the 2.7 million-viewer reach in 2014.

The encore broadcast of the 2015 grand final delivered the network one of its largest-ever Sunday prime time viewer shares with 12.1 per cent.

It also won in key demographics and was the most-watched show by viewers aged 16 to 49. Eurovision was also the number one trending topic on Twitter in Australia.

And it was estimated SBS raked in around $2.5 million in adventure revenue from major brands like Harvey Norman, Renault and AHM Insurance.

Guy Sebastian finished fifth at last year’s Eurovision Song Contest in Austria. Picture: Supplied

All of that came at a cost though. It’s understood Sebastian’s grand final slot cost a whopping $1 million plus production expenses. That was on top of SBS’s standard broadcast license fee.

“As we’ve built the audience, we’re brought in commercial interests at the same time and moved Eurovision to a break-even model over the past couple of years,” Kellie said.

“Yes, we’re a public service broadcaster but we don’t have to use any public dollars for it.”

In addition, it was revealed Sony covered the competition cost last year. Kellie said the label was “generously supporting” Im’s participation this year.

Eurovision is a hugely popular event with TV audiences here, and sees many Aussies travel to host countries each year to watch live. Picture: Supplied.

However it’s understood the fee was smaller this time given the Sound Of Silence singer had to qualify at Friday’s semi-final, rather than progressing straight to the final.

“The label has been very supportive,” Kellie said.

“Of course, the biggest commitment they’re making is finding an artist and giving them the time to do this.”

While it’s a costly outlay for Sony, the potential benefits are enormous. Im’s semi final performance was in front of an estimated 200 million global viewers.

“It works really well for all parties,” Kellie said.

Powerhouse vocalist Dami Im was celebrated for her performance at Eurovision. Picture: AFP

A number of Australians have a connection to Europe, meaning the event sits nicely within SBS’s remit, she said.

According to Census data, around 2.5 million Aussies were born in countries that compete in Eurovision.

But it’s become a major part of pop culture. It’s even a subject at Melbourne University, where students explore culture through the prism of the event.

“It offers a rich site for exploring many issues at the core of Europe today — the expansion of the European Union, the integration of Europe as well as the nation branding of new participating states,” the university’s course guide stated.

SBS says taking part in Eurovision is a celebration of multiculturalism and also showcases Australia to the world. Plus it’s a lot of fun. Picture: Getty Images

SBS boss Michael Ebeid said the contest had well and truly gone mainstream in past years, but its enduring spirit was still relevant.

“The essence of Eurovision is bringing countries together for a celebration of their diversity and culture through music, and it’s that element which resonates so strongly with SBS’s own purpose,” he said.

How successful this year’s coverage has been won’t be known until tomorrow, but SBS is confident of matching 2015 figures.

“I’ve got a bit of a twitch in my stomach, but I’m trying to cool it,” Kellie said of the ratings.

“We had a huge viewing last year — 4.1 million people is just spectacular. I’d be happy to get anywhere close to that.”

Originally published as It costs a fortune to compete and we’re 14,000km away ... so why do we bother with Eurovision?