 As youth audiences turn increasingly to the internet for their
entertainment needs, TV net-works must find ways to engage and hold
these fickle viewer. What are the key trends in youth programming currently?Talent
search and reality-based programming are attracting the youth, but the
appeal is declining. There is just too much of the same. Only high
quality shows will last. When does product placement in programmes targeting young people become ethically dubious, if at all? Youth today are very discerning. It is not so much an ethical issue,
but more a turn-off for viewers, who see it as unnatural and overly
commercialised.
Ricky Ow General manager, SPE Networks Asia
Do media agencies have a role to play in developing content for a youth audience?
Agencies develop commercial messages to be delivered to consumers.
The youth audience expects to be entertained, forcing media owners to
compromise on commercial messages -- which would otherwise compromise
entertainment quality. Branded entertainment could be the next big wave.
How can youth programming retain and attract viewers when most young people are going online for entertainment?
The internet does not steal viewers from TV. In fact, it makes the
show bigger. It is a platform that connects youth and allows for
interaction to drive even bigger viewership. The winners are the ones
that know how to connect mobile and internet to their programming.
If you have children, are you concerned with how much television they watch?
Bringing up kids is about imparting values. Asking them not to watch
TV is going to alienate them, and their rebellious streak will make
them want to watch more. It is more important that we tackle the root
of the problem -- teaching them to differentiate between reality and
entertainment, and decide on their own what is good or bad for them.
What were your favourite TV shows when you were young?
Astroboy,
Manchester United games, Six Million Dollar Man, Wonder Woman, Spider
Man and The Incredible Hulk. And not forgetting Solid Gold... I hate
the fact that you know how old I am now.
Simon Woodward Regional investment director, MindShare Asia-Pacific
What are the key trends in youth programming currently?
The main
trend is a diminishing audience. In terms of programming, it's reality
shows, music, sport and comedy, and some that combine all of these. But
networks are struggling to keep audiences engaged. Those that do, focus
on the above themes, integrated with other media, with follow-up on the
internet, events and so on.
When does product placement in programmes targeting young people become ethically dubious, if at all?
Obviously if you're selling fags to young kids or Gordon's Gin was
sponsoring a show, that's wrong, but that just doesn't happen. Young
people are cynical and have grown up with branding and commercial
activities, so they're able to spot clumsy product placement in a show,
and it damages the programme's and the brand's integrity.
Do media agencies have a role to play in developing content for a youth audience?
Most
definitely. Media agencies have an established trading relationship
with the broadcasters, particularly if they have an in-house content
team that ensures that product is integrated effectively, and is
scheduled and placed effectively with the right broadcasters at the
right time.
How can youth programming retain and attract viewers when most young people are going online for entertainment?
Television is more accessible than the internet, so if you're able
to promote and gain brand association with a particular programme,
people will make an appointment to view, and integration with other
media is the key. You can't just retain and keep viewers away from
online or other media, so the best way to do that is to integrate your
proposition.
If you have children, are you concerned with how much television they watch?
I'm expecting at Christmas. I'd be concerned about how much
television my children watch, but I would be equally concerned about
the amount of time that they spend online, because it is so much less
controlled than TV.
What were your favourite TV shows when you were young?
I used to watch The Tube, a slightly anarchic show with live music,
the Young Ones and Comic Strip Presents. Music drives an incredible
connection with people.
(Source: Media)
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