MG ALBA has unveiled its new vision for the future of Gaelic media, with an event launch today (Thursday 15 October) at the Royal National Mòd in Glasgow.

The Gaelic broadcasting company’s latest idea Lèirsinn 2030 will be shared with stakeholders and industry colleagues at an evening launch, providing an opportunity to present its ambitions for the future of Gaelic media during a major celebration of Gaelic language and culture.

The Board’s vision responds to rapidly changing audience habits and an evolving media landscape, setting out how Gaelic media can become more visible, ambitious and digitally confident. Audiences were at the centre of its development and will remain the main focus as MG ALBA puts Lèirsinn 2030 into action.

MG ALBA’s have set the goal that by 2030, Gaelic media lives wherever audiences live, to have it woven into everyday cultural life and reach people wherever and however they choose to engage with the content. 

MG ALBA Chair John Morrison said: “Our Board has set out an ambitious vision for the future of Gaelic media, with audiences at its heart. Their needs and changing habits shaped Lèirsinn 2030 and will continue to guide its delivery.

“Digital platforms offer exciting opportunities to reach more people and connect them with Gaelic content. The success we’ve seen across digital content, learning platforms, live sport and award-winning productions demonstrates the appetite that exists. With the resources and long-term certainty to build on that success, we can grow our audiences and open up new possibilities for Gaelic media.”

Donald Campbell, Chief Executive of MG ALBA, said: “Gaelic is a living language that continues to evolve. Lèirsinn 2030 sets out how we can create new opportunities for Gaelic language and culture to flourish in modern public life.

“Our audiences will guide how we put the vision into practice. By supporting creators, embracing new platforms and reaching broader audiences, we can ensure Gaelic storytelling continues to grow in relevance, reach and impact.”

Lèirsinn 2030 is built around three strategy priorities. These are reaching out to new audiences, championing Gaelic creativity and strengthening cultural confidence, and embracing the future and ensuring MG ALBA remains innovative, agile and equipped to respond to a changing media environment.

The launch comes at an important point for Gaelic broadcasting, with the BBC Charter due for renewal in 2017. MG ALBA believes the process presents a significant opportunity to strengthen the future of Gaelic broadcasting and provide greater certainty around funding and prominence for minority-language media.

Donald Campbell added: “Our role extends beyond broadcasting. We support that language, culture, creativity and learning, and we will continue to innovate so that audiences can engage with Gaelic content in ways that work for them.”