Sanna Salo
Somewhere along the way, Yle has run into the woods badly, when a new brand has been built at the expense of existing viusu fans, writes Sanna Salo, editor of Iltalehti.
The UMK finalist coverage has been criticized for its one-sidedness. Elle Laitila
On Saturday, it’s time for one of the biggest music parties of the year: Finland’s Eurovision representative’s decisive New Music competition.
At least this is the case if you ask the youth.
The new music competition, or UMK, replaced the Eurovision qualifier, which had delighted viewers for more than 50 years.
UMK had a rocky start and Finland’s visa success was mostly poor. However, entering the 2020s, the race has experienced quite a facelift. Other than the winning songs have also been able to enjoy radio plays and social media success.
There is tiktok, instagramreel, trends and sold out arenas.
With its brand reform, UMK has definitely succeeded in reaching a young audience.
But then there’s that but.
For the previously published article, I interviewed numerous former Finnish Eurovision representatives and asked them to give their opinion on the 2024 UMK coverage.
The majority of those interviewed said the same thing: because of their age, they no longer feel that they belong to the target audience. Sonja Lumme and Markku Aro said they wanted more melodic music instead of other stimuli. 47 years old Johanna Hytti wonder if she’s already a grandmother when she doesn’t understand these songs.
So these comments come from people who themselves applied for the competition and carried the fame of Finland’s visa on their shoulders during their representative year.
Tommi Läntinen has remained the last UMK finalist over the age of 50 so far. His competition song in 2022 was Elämä kantia mua. Matti Matikainen
UMK’s age emphasis can already be seen in the artist coverage. The oldest of this year’s finalists, Teemu Keisteri i.e. Windows95man and Jesse Mark’swere born in 1985. In 2023, the only competitors over the age of 40 could be found in the ranks of the Portion Boys.
It wasn’t always like this. Even in 2022, on the UMK broadcast, viewers were delighted with their hits, which have charmed them for decades Tommi Läntinen (62 years old at the time of the competition), in 2021, on the other hand, known by the whole nation Danny (79 years old at the time of the competition).
Finland has represented at Eurovision since 1961. For over sixty years, Finns have been enthusiastic about the Eurovision Song Contest, listened to radio hits brought to the surface by their own Eurovision Song Contest, and encouraged their artists sent to the world.
Somewhere along the way, Yle has run into the woods badly, when a new brand has been built at the expense of existing Viusu fans. Can we talk about the whole family program anymore if the target audience can’t remember Finland’s only visa win 18 years ago?
Yle seems to have forgotten its original core audience. And it’s hard to get a viewer back once lost.