Creating a Strong Youth Media Brand How to develop quality media to - - PowerPoint PPT Presentation
Creating a Strong Youth Media Brand How to develop quality media to a fragmented youth generation ReD Associates & Danish Broadcasting Tools of Change Conference, February 2012 I. Defining the youth media brand Frederik Wiedemann,
How to develop quality media to a fragmented youth generation
ReD Associates & Danish Broadcasting Tools of Change Conference, February 2012
Frederik Wiedemann, Partner at ReD Associates
Kasper Tøstesen, Youth Editor at Danish Broadcasting
Frederik Wiedemann, Partner at ReD Associates
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The case company: Danish Broadcasting (DR) TV TV Mobile Mobile Web Web Radio Radio Print Print
Denmark’s only full public service media company Established 1925 5 million users $700 million in annual budget 3,000 employees
Live Live
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The Problem: DR is losing the young generation of media users on all platforms 15-20% of 11-25 year
watch any of DR’s tv channels (compared to 7% of all 3+ year olds) TV ONLINE
Note: Average percentage of monthly internet use for 15-25 year olds in DK
The Challenge: Making public service media relevant to an elusive young audience, having very weak touch points and an un-appealing brand
The Solution: An outside-in approach to developing media for youth
What are they like? What are their unmet media needs? What should public service media provide? Who are they?
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Who are they? Ethnographic studies of the youth “tribe” in Denmark (i.e. not universal)
Semi-structured interviews Participant observations Qualitative exercises Photo & media diaries
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Who are they? Youth stages (socialization, aspirations)
Child Adult
Re-collectivization From family to friends Sub-collectivization From mainstream to sub group Liberalization From sub group to individual identity
11 16 17 20 21 25 Key life events Key identity markers
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Who are they? The “Golden Age” of 18-25 as shared aspiration
Child
11 16 17 20 21 25
Early teens Late teens Young adults Adult
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Who are they? Two dominant youth segments/cultures branch out in secondary school
INTEREST DRIVEN Dominant culture in academic secondary Public service target group Close, strong relations to educators Status example: Knowledge Attitude: “Anti Z” REWARD DRIVEN Dominant culture in vocational & tech Commercial target group Distant, weak relations to educators Status example: Rule breaker Attitude: ”Z” Elementary school 6th – 7th grade revolution
Secondary school
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What are they like? Key analysis: What is unique to being young?
Adult Child Young
Uniquely young Young versions of adult life Young versions of kids life
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What are they like? The unique characteristics of youth
Adult Child Young
Characteristic #1
Feeling left over
Characteristic #2
Being in opposition
Characteristic #3
Exploring the limits
Characteristic #4
Masters of the Universe Uniquely young
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Opportunities for public service media Challenge them with qualified opposition Facilitate deeper personal relations Media currently serving this Self reflexion via fiction Youth online communities Characteristic #1 Feeling left over
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Opportunities for public service media Expose subcultures to each other Challenge authorities Media currently serving this Big shows with types to ridicule Specialized fora for like-minded Characteristic #2 Being in opposition
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Characteristic #3 Exploring the limits Opportunities for public service media Go to the limit in a genuine youth context Expand their comfort zone Media currently serving this Extreme reality shows Online adult content
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Characteristic #4 Masters of the Universe Opportunities for public service media Invite users to activate news (co-editing) Produce “Meso-reality” Media currently serving this On-demand news Access to comment
P3 Friends Teen mom Paradise Hotel Zulu Facebook Glee Free newspapers Avatar Educational material ”Crime and punishment” TV debates NYT News magazines ZULU - Commercial channel P3 – National Public Radio
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What are their unmet needs? Filling a relevant gap in the media market
FICTION ENTERTAINMENT REFLEXION REALITY
Fantastic Reality
Light Entertaining Serious informative
What should public service media provide? Platform for the new youth media brand
ATTITUDE
AMBITION CHARACTERISTICS Exploring the limits
Being in opposition Feeling left over Masters of the Universe
Kasper Tøstesen, Youth Editor at Danish Broadcasting
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DR MAMA
TV Radio Web Social media Events
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documentaries
DR MAMA’s documentary format, portraying the diversity of youth in a very real and honest way
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DR MAMA’s fun, challenging and educational format about sex
elements
etc.
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IDEAS THAT TRANSFORM MARKETPLACES
Frederik Wiedemann, ReD Associates (fw@redassociates.com) Kasper Tøstesen, DR (tost@dr.dk)