Johan Bolin, chief product and technology officer, Edgeware looks at how broadcasters can reach out to a lost generation of viewers.
By Contributor
Published: November 26, 2020
Johan Bolin, chief product and technology officer, Edgeware looks at how broadcasters can reach out to a lost generation of viewers.
target=_blank title=Share on LinkedIn class=share-linkedin> Johan Bolin, chief product and technology officer, Edgeware looks at how broadcasters can reach out to a lost generation of viewers.
https://www.tvbeurope.com/media-consumption/tuning-into-tvs-age-gap title=Share via Email class=share-email>
As young audiences are increasingly captivated by digital content, it has become apparent that traditional broadcasters and content owners are facing a challenge of tuning into their viewing habits. Most teenagers and young adults access video content through social media and other online channels - neglecting the formats and platforms offered by traditional TV.
Naturally, viewing habits tend to gradually change across generations. The interests, lifestyle, expectations, and values of today's teens and young adults predominately derive from the digital-first world they were raised in. Consequently, a substantial portion of these young audiences will be seeking digital-first content through digital channels.
This growing trend calls for an adjusted strategy that would allow broadcasters to keep up with younger TV-watching audiences. This would entail expanding their presence on platforms that are popular among this generation, while ensuring the integrity of their well-established and respected brand.
Untangling the generational divide Over the past ten years, the popularity of streaming services has experienced rapid growth, while conventional TV viewing (via public service broadcasters) has halved among under-25s. This shows that in contrast to previous generations, younger TV viewers would rather use an on-the-go device than a remote control to switch on the TV.
The risk that they won't be drawn to traditional TV platforms like older TV viewers is even greater with the growing popularity of online channels provided by tech giants - such as YouTube, Twitch and Facebook - which are creating and hosting enticing video content that resonates with digital-native audiences. As this is an alarming trend for the future of broadcast TV, it's time to consider the viewers that will be tuning into broadcast TV in 25 years' time. Can broadcast TV maintain its roots while staying relevant in the digital world?
Years of trying to compel younger audiences with broadcast TV haven't quite made the grade. One of the solutions employed by the industry so far has been expanding the offering of broadcasters and content owners by creating brand new programming for numerous online platforms and their respective audiences. Although this can improve the relevancy of content across niche target groups, it doesn't prove to be greatly efficient. Adversely, this approach increases the volume of content and the amount of resources needed to fulfil the high demand.
However, it remains crucial for broadcasters to acknowledge the benefits of having both a broadcast and online offering. Matt Hill, a research and planning director at Thinkbox, the marketing body for commercial TV in the UK, said that it is unhelpful not to look at TV as a whole when the content is created for and distributed across both broadcast and online channels. This mirrors a significant challenge facing many broadcasters as they work out a strategy that would marry the two together, while aligning their offering and drawing the attention of audiences of all ages to their service and brand.
The current digital climate became food for thought for us at Edgeware. We started brainstorming ways to improve broadcasters' reach and relevancy, eradicating the need for entirely new programming. The goal is to simplify the content production pipeline to make it a lot more manageable, flexible and future-proof, while ensuring younger audiences are given the content they want.
Retuning the reach To ensure brand exposure with the younger demographic, it's worth adapting the format of existing content for each online platform. Broadcasters and content owners can stretch their reach beyond traditional channels by creating streams that publish different live and linear content adaptations on social media.
For years now, broadcasters have been striving to find an efficient and effective way to achieve this. But so far, considering various social media specifications to adhere to and subtitles to be added, duplicating content into numerous formats and then publishing the right format on the right platform has been labour-intensive, costly and time-consuming.
Using channel stitching technology to compose several channels in the streaming domain allows broadcasters and content owners to seamlessly deliver professional-grade TV on social media in a cost-efficient way.
Amplifying the relevance Stepping away from the programming a broadcaster is most known for risks harming its well-established brand. Therefore, coming up with new content ideas can pose a great challenge, even for the savviest broadcasters. Sudden shifts in tone of voice and strategic direction can let loyal audiences down and make it difficult for the new, younger audiences to make the connection that will drive them back to broadcast TV in years to come. To boost their relevancy and eliminate the need to segregate programming per channel, broadcasters can get influencers on board to make the existing content more entrancing.
For example, to get closer to its younger fans, NBA G League shifted its focus from traditional broadcast to the video game streaming platform, Twitch. Streamers can now get creative with their own commentary to
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
09/09/2026
New parts aimed at hip-hop and pop productions
The latest update to Celemony's innovative virtual session musician expands the collection of built-in in...
09/09/2026
Save up to 40% until 21 September 2026
Sonarworks are currently running their Autumn Sale, with discounts of up to 40% currently available across their rang...
09/09/2026
Upcoming title officially launches in September 2026
Bjooks' celebrations for this year's 909 Day will be welcome news amongst drum machine lovers, ...
09/09/2026
Wednesday 9 September 2026
Tom Daley adds final stitch to giant Baa-Ewe' t...
09/09/2026
Red Seat Ventures Integrates Barometer into Speakeasy to Maximize Podcast Revenu...
09/09/2026
Baselight-powered color comes natively to Media Composer, connecting creative de...
09/09/2026
RT brings three packed days of live radio, entertainment, news, weather and fun
Join RT Radio 1: Morning Ireland, Oliver Callan, Today with David McCullagh,...
08/09/2026
Built for rap producers, by rap producers
Sauceware Audio, the independent plug-in company founded by Grammy-nominated producer Jacob (Travis Scott, 21 Sava...
08/09/2026
Classic Sound Techniques design revived
Warm Audio's latest release delivers a meticulous recreation of the preamp circuitry employed by the Sound Techn...
08/09/2026
Latest soft synth inspired by the Memorymoog
XILS Lab have just launched a software instrument that draws its inspiration from Moog's iconic Memorymoog,...
08/09/2026
September 08, 2026 NORTHRIDGE, Calif. - Soundcraft today announced the launch of its Signature Plus Series Analog Connected Mixing Consoles. As the next genera...
08/09/2026
Tuesday 8 September 2026
Sky Go gets a major upgrade for Sky Glass and Sky Stream customers
Today, Sky launches a new version of the Sky Go app for Sky Glass ...
08/09/2026
Documentary thriller simulating a Russian attack on UK soil will culminate in a live final episode reuniting the playersTuesday 8 September 2026
Trailer releas...
08/09/2026
Tuesday 8 September 2026
Jamie Demetriou and Amelia Dimoldenberg to host next t...
08/09/2026
Wuppertal September 8, 2026
Riedel Introduces New OnAir Headset PlatformRiedel Communications today announced the launch of its new OnAir headset platform, a...
08/09/2026
BERLIN, September 8, 2026 - J nger Audio will introduce a major expansion of its flexAI audio processing platform at IBC 2026. The flexAI system adds autonomous...
08/09/2026
New Vendor-Agnostic Broadband Intelligence Fabric Reduces Operational Complexity and Improves Service Quality for Broadband Service Providers SAN JOSE, Calif. -...
08/09/2026
Arvato Systems Brings TI Expertise to the Stage
Panels, workshops, and real-world examples at the TI-SUMMIT 2026
Arvato Systems, a partner of the TI-SUMMIT 2...
08/09/2026
On October 1, Apple Arcade is rolling out a lineup of fun new games for players ...
07/09/2026
Two new full-range, flat-response cabinets introduced
HeadRush have recently introduced a pair of new full-range, flat-response cabinets designed for player...
07/09/2026
Answering questions about AI in game audio
GameSoundCon, the largest professional conference for video game music and sound design, have announced that they...
07/09/2026
New directional headset mic on show at IBC
Just ahead of this week's IBC show, DPA have announced the launch of a new directional headset that's bee...
07/09/2026
We are not building systems to replace human decision-making; we are building systems that execute our decisions at machine speed. The media companies that win ...
07/09/2026
Monday 7 September 2026
Freddie Meredith joins cast of SNL UK ahead of start of Season 2
Freddie Meredith Images
ZIP (3MB)
Saturday Night Live UK announces ...
07/09/2026
Monday 7 September 2026
Sky and NFTS team up to launch new routes into screen careers
Sky has today announced a new apprenticeship programme, with application...
07/09/2026
Monday 7 September 2026
Sky Sports announces most comprehensive NFL coverage to...
07/09/2026
Dolby, MainConcept, Techex and J nger Audio will showcase the industry's first demonstration of Serial Audio Definition Model (S-ADM) in a cloud-based produ...
07/09/2026
dB Broadcast will showcase APIS Hive, its software platform for designing, deploying and managing modern broadcast infrastructures, at IBC 2026.
Developed from...
07/09/2026
552,000 streams on RT Player
The historic fight, which saw Katie Taylor become...
06/09/2026
Recreates Rolands TB-303 & MC-202
BS-203 MacroAcidizer is the first virtual instrument from Born Second, and it offers a recreation of two Roland classics -...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
05/09/2026
MK2 & Bass system control app improved
HEDD Audio have just launched a new and improved version of the control software that pairs with their MK2 and Bass m...
04/09/2026
Media organisations interested in the Media Innovation Europe 3.0 Business Innovation Synergizer (BIS) can now consult a new FAQ document providing additional a...
04/09/2026
Powerful new soft synth announced
Traveler is the first software instrument to be released by KeySolutions Sounds, and it's an ambitious one! Said to co...
04/09/2026
Free virtual instrument range expanded
The latest expansion of e-instruments' free Fragments series introduces a packed-down version of the company'...
04/09/2026
Company recognised for second time
Two years after winning an Engineering, Science & Technology Emmy Award for dxRevive Pro, Accentize have been recognised ...
04/09/2026
Bilbao - 3rd September 2026 -AgileTV, a leading provider of end-to-end TV and vi...
04/09/2026
RT ANNOUNCE NEW DRAMA THE MURDER OF MR. MOONLIGHT
BASED ON THE DISAPPEARANCE...
03/09/2026
Yospace will be at IBC from 11th - 14th September (booth 5.C78). For more inform...
03/09/2026
Create musical synth bass sounds from scratch
Anthony Marinelli Music have recently announced the launch of Bass DNA, a new online course that teaches music...
03/09/2026
Most powerful Tonex hardware to date
IK Multimedia's latest release introduces their most advanced Tonex hardware unit to date, combining their AI Machi...
03/09/2026
Upmix & downmix software upgraded
Penteo Audio Plugins have announced that the latest version of their powerful upmix and downmix software is now available....
03/09/2026
With the start of the new apprenticeship year, young talent has once again begun their professional careers at SGL Carbon's sites in Germany. Recently, the ...
03/09/2026
With the industry increasingly embracing hybrid, software-defined production models, Calrec will preview a series of Argo and ImPulseV software enhancements at ...
03/09/2026
Luxembourg, 03 September 2026 - SES, a space solutions company, extends its collaboration with the Peruvian Navy (Marina de Guerra del Per ) to deliver sovereig...
03/09/2026
Thursday 3 September 2026
Jeff Goldblum announced as host of Saturday Night Liv...
03/09/2026
Wuppertal September 3, 2026
Gonshiro Strengthens Collaboration With Riedel, AR...
Johan Bolin, chief product and technology officer, Edgeware looks at how broadcasters can reach out to a lost generation of viewers.
