TV IS DEAD?

PROGRAMME 2: WINNING BACK THE TEENS

This programme explores why the television industry is so keen to attract young people, who watch 30% less television now than 10 years ago. It examines the rise of the internet and some of the strategies broadcasters employ to capture this audience.

PROGRAMME AIMS

This programme explores the importance of the 16–24 age group for the television industry. It looks at the competition for their attention and examines how the industry is responding. Students should understand:

• how the internet has impacted on television
• how young people's use of technology is driving change
• the importance of social networking
• why attracting young people is important for revenue
• the role of research companies
• why breaking into new markets can be risky for the industry
• how TV companies are using technologies associated with the internet to bring back viewers.