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 ...
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...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
Johan Bolin, chief product and technology officer, Edgeware looks at how broadcasters can reach out to a lost generation of viewers.
