MG ALBA’s Board has unveiled Lèirsinn 2030, its new vision for the future of Gaelic media, with audiences at the centre of its ambition to grow the reach and impact of Gaelic content.
MG ALBA will share Lèirsinn 2030 with stakeholders and industry colleagues at an evening launch during the Royal National Mòd in Glasgow on Thursday 15 October. The gathering offers 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.
By 2030, MG ALBA’s ambition is for Gaelic media to live wherever audiences live, woven into everyday cultural life and reaching people wherever and however they choose to engage with content. Supporting Gaelic language, culture and communities, Lèirsinn 2030 provides a direction for innovation and growth in the years ahead.
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 strategic priorities:
· Reaching Out – growing and diversifying audiences for Gaelic media.
· Making Noise – championing Gaelic creativity and strengthening cultural confidence.
· Embracing the Future – 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 2027. 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 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.”
Lèirsinn 2030 is available to read in full here: https://mgalba.com/Lèirsinn
