
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
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
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...
17/09/2026
Lithuanian broadcaster deploys Playout X and Framelight X across five networks, combining on-premises software-defined playout with cloud-based disaster recover...
17/09/2026
Introducing Adobe Photoshop Elements & Premiere Elements 2027
Brie Clayton September 17, 2026
0 Comments
New tools make it easier than ever to enhance y...
17/09/2026
LA JOLLA, CA-While the brain orchestrates metabolic processes in the body, it al...
17/09/2026
RT Statement:
RT is today confirming that its position regarding participation in the Eurovision Song Contest remains unchanged. RT will not participate in...
16/09/2026
Grass Valley has been recognized with a 2026 Technology & Engineering Emmy Award...
16/09/2026
Sports-media leaders explore how cloud, AI, and virtualization are transforming ...
16/09/2026
With a full crew on site in Springfield, deep access to players, and a growing d...
16/09/2026
John Wilson attends The History of Concrete premiere during the 2026 Sundance Film Festival at The Yarrow Theatre on January 22, 2026, in Park City, Utah. (Ph...
16/09/2026
Powerful soft synth receives free update
Wavea have just launched a new and improved version of their feature-packed soft synth, kitting it out with over 20...
16/09/2026
Physical modelling experts launch pipe-based instrument
Modartt are well known for their impressive Pianoteq and Organteq offerings, and now, they've pu...
16/09/2026
Popular DAW gains free pitch-correction tool
Image-Line have teamed up with Antares to kit their popular DAW software out with a built-in pitch-correction p...
16/09/2026
Microwave Factory and Rohde & Schwarz enable automated SAR measurements with CMX...
16/09/2026
Rohde & Schwarz launches new security scanner for large events at Security Expo ...
16/09/2026
The National Film and Video Foundation (NFVF) invites eligible South African pro...
16/09/2026
Grass Valley honored alongside industry leaders for the development of web-based, frame-accurate remote monitoring systems for distributed broadcast production ...
16/09/2026
Blackmagic Design Cameras Capture Harvard Law School Alumni Event
Brie Clayton September 16, 2026
0 Comments
URSA Broadcast G2 and Pocket Cinema Camer...
16/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
16/09/2026
Screen Australia funds games projects in every state and territory as Screen Cur...
16/09/2026
September 16th, 2026 (Participant Head Shots Here & Video Here and YouTube HERE...
16/09/2026
Original article publish in Broadcast Magazine NL
Over the past few years, our relationship with Grass Valley has continued to develop, and our move to AMPP in...
16/09/2026
Red Seat Ventures Announces Exclusive Partnership with Caleb Hammer's Financ...
16/09/2026
System performance, efficient infrastructure scaling and continuous software opt...
16/09/2026
Garda whistleblowers come forward to
RT Investigates from inside the
Garda Pr...
16/09/2026
AI factories are the infrastructure of the intelligence era. Scaling them respon...
15/09/2026
At IBC2026, Pixitmedia by DataCore will showcase its latest capabilities designe...
15/09/2026
Quantum Corp. today announced the release of Quantum Autonomous Data Management ...
15/09/2026
Former Wyndham Hotels & Resorts technology executive will focus on fan engagemen...
15/09/2026
Creator Sports Network (CSN) and FAN.live have announced a partnership giving CSN's network of more than 2,000 vetted creators access to live 3D NFL broadca...
15/09/2026
SVG and SVG Europewere all over the IBC 2026 show floor out in Amsterdam, bringi...
15/09/2026
Rise WIB has announced the shortlist for the Rise Awards 2026, returning to Troxy in London on Tuesday, November 17. The awards recognize outstanding women, adv...
15/09/2026
Major League Table Tennis (MLTT) has announced its media distribution lineup for the 2026-27 season, beginning September 11. Every match will stream live on the...
15/09/2026
Willow Sports has announced it will serve as the exclusive U.S. and Canadian hom...
15/09/2026
Gravity Media has announced it will provide outside broadcast production and technical services for the MXGP of Australia, the finale of the 2026 FIM World Moto...
15/09/2026
Co-founders Scott Coker and Peter Y. Levin have unveiled Ki MMA, a new global mixed martial arts promotion launching in the first quarter of 2027. The announcem...
15/09/2026
Sony Electronics has announced two new G Master super-telephoto prime lenses for...
15/09/2026
GlobeCast provides facility for AI-power automated production core...
15/09/2026
Gravity Media, a leading global provider of production and content, and media services and facilities, is empowering Tourism and Events Northern Territory (NT) ...
15/09/2026
New Thunderbolt audio interfaces aimed at pro studios
Audient's latest announcement sees the company introduce three new high-end audio interfaces desig...
15/09/2026
Completes core wireless system line-up
The latest addition to Sennheiser's Spectera range is now shipping, completing the core elements of the company...
15/09/2026
High-frequency dynamics plug-in upgraded
Schwabe Digital have just released a major free update for their acclaimed high-frequency dynamics processing plug-...
15/09/2026
DAW update launched alongside all-in-one subscription bundle
The latest version of Universal Audio's DAW software has just arrived, and has been release...
15/09/2026
Three popular hardware units go virtual
Rupert Neve Designs are entering the software market in style, with not one, but three of their sought-after hardwar...
15/09/2026
When longstanding OB specialist Cloudbass made the decision to expand its fleet to accommodate remote production facilities for a leading UK sports broadcaster&...
15/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...