A New Leader in Charge
Change is coming to the leadership of the Eurovision Song Contest. Bakel Walden’s tenure as Head of the Eurovision Reference Group, the EBU’s executive committee overseeing the Contest, will conclude in June. Stepping into the role is Ana Maria Bordas from Spanish broadcaster RTVE.
Ana is no stranger to the Reference Group, having served on its previous rotation. She also brings experience as the Executive Producer of Junior Eurovision in Madrid and co-producer of Benidorm Fest since its revival. Her credentials of expertise are not in question, but how she secured the position remains part of the Contest’s hidden mechanics.
The EBU press release confirms that an election occurred at the Head of Delegation meeting in Basel, with Ana winning by an “absolute majority.” However, the details are absent. Who were her opponents? How many votes were cast? What promises were made to secure victory? These questions are a mystery to the general public.
Alongside Ana, three additional members have been elected: Carla Bugalho from Portugal, Claudia van der Pas from the Netherlands, and Molly Plank from Denmark. Their credentials include experience as a Eurovision Show Producer, Delegation Manager, and Denmark’s Melodi Grand Prix organiser.
At a time when women in high-ranking media positions are still underrepresented, it is worth celebrating that four women have been elected to steer Eurovision’s modern evolution.
The Overlooked Issue of Geographical Representation
Yet there is a deeper issue within Eurovision’s leadership. One of the biggest diversity challenges remains geography.
Beyond these four elected members, the next Reference Group will also include Martin Österdahl, representatives from the last two host broadcasters (which in June will be Sweden’s SVT and Switzerland’s SRG SSR), and the broadcaster from the next host country. That means, out of eight members, it is entirely possible, indeed it’s probably likely, that not a single voice at Eurovision’s highest level will represent a country east of Sweden.
This is not a new phenomenon. The current Reference Group has just one representative further east, from Croatia. Recent Eurovision winners – the Netherlands, Italy, Ukraine, Sweden, and Switzerland – have reinforced this Western dominance.
Ukraine’s 2022 victory is particularly relevant here. The country was granted a symbolic co-hosting arrangement with the UK, bringing Eurovision to Liverpool. While the show was widely praised, the reality was clear. Of the six senior production team members, not one was from the Ukrainian broadcaster. Instead, Ukrainian involvement was largely confined to creative elements such as interval acts.
And at the Reference Group it has been the BBC’s Rachel Ashdown who represented the organisation of Eurovision 2023. The importance of Ukraine and the United Kingdom co-hosting the Eurovision Song Contest from a point of symbolism can not be understated, but it was not a co-hosting with equal responsibility.
The Unanswered Questions
The Eurovision Song Contest has values which promote “universality and inclusivity” and “celebrating diversity through music”. How can the Reference Group uphold those values when only half the continent is represented? How can knowledge about hosting the Contest be shared if leadership positions remain out of reach for broadcasters further east? How can we celebrate diversity when the decision-making power is concentrated among the wealthiest nations?
According to ESC Discord, four additional candidates stood for election: Tomislav Štengl (Croatia), David Tserunyan (Armenia), Nurlana Jafarova (Azerbaijan), and Vladana (Montenegro). Each has a strong Eurovision background. Tomislav served on the Reference Group for the last two years, co-ordinated Dora and has been Head of Delegation. David was a Junior Eurovision Steering Group member and Executive Producer of a huge Junior Eurovision in Armenia. Nurlana has worked as a Head of Delegation, commentator, and jury member, experiences few in the Eurovision world would have on their CV.
And Vladana, yes that Vladana who represented Montenegro in 2022, could have brought a much-needed performer’s perspective to the table. At a time when there is plenty of discussion about stressful backstage environments and burdens on Eurovision’s most important people, her perspective could have been enlightening for the show’s future.
Yet, the election was not a structured HR process, it was a vote. And for whatever reason, the delegations once again chose Western candidates above the other options on the table.
The Path Forward
Let me be clear: this is not a criticism of those who were elected. They are highly qualified professionals who will undoubtedly work to improve the Song Contest. However, if Eurovision is to truly reflect the continent it represents, perhaps a cultural shift is needed that enables more geographical balance.
There are several ways to achieve this. The EBU could introduce regional quotas, ensuring representation from across the continent. It could invest further in education and training programs, preventing knowledge from being concentrated within the wealthier broadcasters. A mentorship system could be introduced, allowing Eastern European delegations to gain experience working alongside the Big Five. By fostering talent in these regions, future elections could yield a more diverse set of candidates with experience capable of winning elections.
This is not just about fairness. It is about Eurovision’s long-term sustainability. The Contest has grown more expensive, one of many reasons why there has been a trend of Eastern European countries withdrawing. While budgets are not the sole reason, the increasing financial burden raises concerns about whether Eurovision’s leadership truly understands the challenges facing its smaller broadcasters.
Beyond money, there is also the question of Eurovision’s values. “United By Music” was a bold slogan, but it has been challenged and weaponised at every turn in a continent divided by cultural and geopolitical tensions. Does Europe have the same thing to be united on in 2025? The EBU must now reflect on what unity truly means, from Baku to Bodø.
What Comes Next?
In her victory statement, Ana Maria Bordas emphasized the importance of engagement. She pledged to “develop actions to reinforce the ESC brand and ensure that all delegations feel more involved and engaged in our work.”
That goal is commendable, but without geographical diversity in the Reference Group, it may be difficult to achieve. If Ana’s leadership succeeds in fostering broader participation, it will be a step in the right direction.
Only time will tell if Eurovision’s leadership will become more representative, not just in the boardroom, but across its entire membership.
There is work to be done.