Until now, Jyri Kataja-Rahko has managed Yle’s regional distribution network. The recruitment of a new regional manager will start soon.
The range of events is wide and constantly evolving. It includes, among other things, the Castle celebration, the Sports Gala, the Nose Day and the Half-Seven program. Pesti starts in October.
– There are events that unite Finns from far and wide. I see that all the scope that Yle can find can be utilized in many ways to serve Finns, says Kataja-Rahko.
He talks about a well-built foundation.
– Now let’s take the next step, and see what all that brings.
Kataja-Rahko has a long history in Yle. He has worked as the regional manager of Yle’s news and current affairs operations for almost ten years. Before that, Kataja-Rahko led YleX. Career started in Jyväskylä as Yle’s reporter, presenter and producer.
Kataja-Rahko has experience in many kinds of events. He has worked with YleXPop, Jyväskylä World Rally and Tango Market, among others. Listeners of Radio Suomen may recognize him as the presenter of Existen noorte sävallahä.
Yle’s personalities join the events
In her new venture, Kataja-Rahko wants to create big moments that unite Finns. That’s what Yle has been doing until now.
– On the other hand, Yle’s task is also to produce social value. To react to the world situation and create faith in the future.
Yle’s events play a significant role in this work.
– They can be discussions or market events where Yle is present. There are many ways. We have a house full of personalities that we can use in various events.
These include, for example, presenters of various programs and anchors of broadcasts.
– Hopefully, with their help, we can also reach such groups that we currently do not reach very well.
One of them is youth and young adults. Kataja-Rahko thinks for a moment before answering the question about what kind of events could be used to reach the target groups in question.
– This is under great consideration at Yles. We have a good team thinking about ways and events that a younger audience could get excited about.
According to Kataja-Rahko, the events must be related to Yle’s mission as a medium of public service. According to him, there are no direct answers to reaching young audiences.
– What matters to young people is who does and says, and who it is about. One factor is that the right people are present at Yle’s events.
The recruitment of Kataja-Rahko’s successor as regional head of Yle’s news and current affairs operations will begin soon.