TV IS DEAD?

PROGRAMME 2: WINNING BACK THE TEENS

PROGRAMME OUTLINE

00:00 – 00:50

A general overview of the challenges facing the TV industry.

00:50 – 01:23

Teens watch 30% less television than 10 years ago, on average spending two hours a day on the net. How can broadcasters use what works on the net to win them back?

01:23 – 03:48
Winning back the teens

Teens' interest has shifted from television to interactive media. Limited content in the past contrasts with today's proliferation of channels and media, with technology allowing even more choice.

03:48 – 07:50
What's working on the net?

Young people watch TV on the internet at their convenience, are prepared to download material (legally or otherwise) and are less aware of TV channels – which is worrying for broadcasters for whom they represent revenue. TV companies are trying to retain their identities and embrace the 'non-linear world' by making branded content available online.

07:50 – 09:57
Social networking

The internet is now indispensable to teens, offering huge opportunities for social networking and exchange of information.

09:57 – 13:27
TV needs teens

The BBC needs to be relevant to young people, who are the licence fee payers of the future. Commercial channels want young viewers, who are often trendsetters, and tend to be more susceptible to advertising. Businesses want the teens' custom and are prepared to pay more to reach them.

13:27 – 16:55
TV takes second place

Is television the best place for advertisers? Broadcasters employ research companies to find out how young people are using media. They use various media simultaneously and tend to reject the 'one message to a mass audience' approach. Broadcasters need to understand this segmented market and the limits of their own technology.

16:55 – 20:49
If you can't beat them, buy them

Some US media companies are acquiring big properties on the web. However, the internet is changing rapidly, and young people quickly shift allegiance from one site to the latest trend. Corporate names behind websites can be off-putting, so such purchases can be risky.

20:49 – 24:15
If you can't beat them, join them

The very successful campaign for Channel 4's 'Skins' used other media to attract teens, including viral marketing, social networking and interactivity. Broadcasters must deal with a polarised world in which some viewers value traditional TV whilst others look for different services. To remain relevant, broadcasters must embrace new technologies.