Challenges of the Market

EBU
Challenges
of the
Youth
Market
Kenneth Plummer
CEO
DANISH BROADCASTING CORPORATION
EBU
AGENDA
• Main challenges
• Connecting with the youth –
how do they use the media
• How do we connect – television,
radio, internet & mobile
• Future perspectives
DANISH BROADCASTING CORPORATION
EBU
WHO ARE WE TALKING
ABOUT?
• 12-20-year-olds
• Early teens and Late teens
• Boys and girls
DANISH BROADCASTING CORPORATION
EBU
MAIN CHALLENGES
• Fewer young people watch television and listen
to radio
• TV reach has declined over the past 10 years
• Young people are not loyal users
• They like American fiction series, animations,
games, music, mobile phones, and social
networks – and they like to be in control
• Branding is a big challenge for public service
broadcasters
DANISH BROADCASTING CORPORATION
EBU
BRANDING
DANISH BROADCASTING CORPORATION
EBU
BRAND PERCEPTION IS NEGATIVE
DR is for CHILDREN
and OLD people
– not for us
• The reason: DR is being associated with old Danish
films, children´s programming, news, and drama
series
DANISH BROADCASTING CORPORATION
EBU
DO YOU
KNOW THEM?
Connecting with the youth –
how do they use the media
DANISH BROADCASTING CORPORATION
EBU
FOUR HOURS A DAY
• The average Dane uses radio, TV
and Internet six hours a day –
young people spend four
• DR TV faces a decrease in share
among young people
22
Time spent on media
among young people
40%
Radio
40%
TV
20%
Internet
20
% 18
16
2005
2006
2007
DANISH BROADCASTING CORPORATION
EBU
FOUR HOURS A DAY
• 50% ages 12-20 use the Internet
every day
• 51% ages 12-20 watch TV every
day
• 20% ages 12-20 do not watch TV
during a week!
DANISH BROADCASTING CORPORATION
EBU
DR TV: Weekly reach 1997-2007
Ugent lig dækning 1997- 2007, DR TV og TTV
13- 20- år ige
100
90
80
Dækning i %
70
60
50
40
30
20
TTV DK
DR TV
10
0
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
DANISH BROADCASTING CORPORATION
EBU
SVT: Weekly reach 19972007
Ugent lig dækning 1997- 2007, SVT t ot al og TTV
15- 24- år ige
100
90
80
Dækning i %
70
60
50
40
30
20
TTV
10
SVT t ot al
0
2002
2003
2004
2005
2006
2007
DANISH BROADCASTING CORPORATION
EBU
NRK: Weekly reach 1997Ugent lig dækning 1997- 2007 - NRK TV
2007
målgr uppe: 13- 20- år ige
100
90
80
Dækning i %
70
60
50
40
30
20
10
0
1997
1998
1999
2000
TTV
2001
2002
NRK TV samlet
2003
NRK1
2004
2005
2006
2007
NRK2
DANISH BROADCASTING CORPORATION
EBU
HOW DO WE CONNECT
– TV, RADIO, INTERNET & MOBILE
DANISH BROADCASTING CORPORATION
EBU
WE ORGANISE AND THINK
360º
DANISH BROADCASTING CORPORATION
EBU
WHAT IS 360º ?
•
•
•
•
We work user-oriented
Focus on concepts, not media
Creating brands, not programs
Using NABC
DANISH BROADCASTING CORPORATION
EBU
AND WE CREATED
BARDA
TV program
Internet game
Live event
DANISH BROADCASTING CORPORATION
EBU
AND WE CREATED
The Music Event MGP
From information and
entertainment to experience,
play and community
1 hour of TV -> 100 hours play
DANISH BROADCASTING CORPORATION
EBU
FICTION SERIES IN 24
EPISODES
• 20% of the total video
consumption on DR’s web TV
• DVD & CD soundtrack
• Online game
• Quiz
• Mobile – ringtones, music video,
logos
• Public debate
DANISH BROADCASTING CORPORATION
EBU
MISS HEADSCARF 2008
• Intention: To involve Danish
youth in the debate
• We encouraged young people to
participate in the debate - by
addressing them on their own
terms
• DR does not take sides in the
discussion
DANISH BROADCASTING CORPORATION
EBU
ELECTION 2007
• Election theme as part of DR’s
online youth community
• Debate, quiz, games, humour,
information, links, and guides
• 24-hour event with leaders of
youth parties in Denmark
DANISH BROADCASTING CORPORATION
EBU
BOOGIE – from music
chart to an attractive
universe focusing on
music & romance
DANISH BROADCASTING CORPORATION
EBU
CROSS MEDIA ACTIVITIES
•
•
•
•
•
•
•
Dr.dk nr. 1 content site in Denmark
DR Update – online news channel
Podcast services
Mobile services – web, sms, mobile tv
Dr.dk/tv – live & on-demand streaming
22 internet radio channels
14 DAB channels
DANISH BROADCASTING CORPORATION
EBU
HOW DO WE CONNECT IN
THE FUTURE?
360º
DANISH BROADCASTING CORPORATION
EBU
Communication Personal
customized
Create
specialized
& share
Concepts across platforms
Humor, music, romance & debate
DANISH BROADCASTING CORPORATION
EBU
PROFESSIONAL MEDIA vs. USERDRIVEN
Professional
User-driven
Amateur
Specialist
DANISH BROADCASTING CORPORATION
EBU
SHARED EXPERIENCE 2.0
• We have to provide content
to young people on several
platforms
Non users
• Our amount of unique
content to young people will
not increase
Branding
• We have to recycle content,
and be aware of the threat to
content quality
Quality
DANISH BROADCASTING CORPORATION
EBU
Thank you
KENNETH PLUMMER
CEO
DANISH BROADCASTING
CORPORATION
[email protected]
DANISH BROADCASTING CORPORATION