The Eurovision Song Contest has come a long way since it was established as a small project between Western European countries in 1956.
Since the contest was extended to post-Communist countries in the 1990s, it has grown to become the most-watched non-sporting live television event in the world. Last year it attracted 204 million viewers, achieving an audience share of 36.3% across the markets in which it aired. That means that 1/3 of the people watching television on that night were watching Eurovision. That's more people than watch the Oscars or the Superbowl. In fact, it's only beaten by the World Cup.
Compare this to the 1990s, when the struggling song contest was weighed down by a French-imposed rule that countries could only sing in their national language and with a live orchestra. Viewing figures averaged around 50 million.
All of this has opened the question of what the contest should do with the increasing global success of its brand. This week, the European Broadcasting Union, the association of broadcasters that organizes the conference, announced the launch of Eurovision Asia. It will use the Eurovision format but for Asia Pacific countries. The official website was launched on Friday - EurovisionAsia.tv.










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