Die öffentlich-rechtlichen haben schwer mit der Überalterung ihrer Zuschauer zu kämpfen. Die Jugend boykottiert konsequent nahezu alle Sendeformate. Satte 59 Jahre beträgt das Durchschnittsalter des gemeinen ARD Zuschauers. Wohl gemerkt: Der Durchschnitt. Da muss ´was getan werden. Eine Ikone der Jugend muss her. Schnell. Da wirkt der “Schachzug” der ARD, Oliver Pocher an die Seite von Lästermaul Harald Schmidt zu stellen, schon geradezu verzweifelt. Nun, nach Ausstrahlung der zweiten Sendung, kann dieser klägliche Versuch getrost beerdigt werden. Warum?
„Oliver Pocher steht für eine junge Zielgruppe und wird der Sendung neue Impulse geben können“, so die frisch gebackene WDR-Programmdirektorin Verena Kulenkampff noch im Mai. Eine genauere Definition der “jungen Zielgruppe” blieb Frau Kulenkampff jedoch schuldig. Gemessen am oben zitierten Altersdurchschnitt könnten hier sogar die 50-jährigen gemeint sein. Die wirklich junge Zielgruppe hat aber so ihre Eigenarten. Jeder, der mit jugendlichen Kunden arbeitet, oder dies gern möchte, hat wohl oder übel einige Regeln zu beachten.
Zunächst einmal: Kids sind vielleicht jung, aber nicht blöd. Allein die Tatsache, dass ein vermeintlicher “Star” der Jugendlichen in dem neuen Sendeformat auftaucht, macht es für sie nicht interessanter. Kids durchschauen blitzschnell, wenn sie benutzt oder verschaukelt werden. Jugendliche sind überaus Medienerfahren und kritisch. Sie leben im Internet und wurden schon oft genug getäuscht. Von Klingeltonanbietern, Download-Portalen oder Unmengen von Spam-Versendern. Jeder will diese Zielgruppe. Jeder.
Aber noch fataler: Leider ist die ARD in ihrem Rausch wohl nicht mehr dazu gekommen, sich Gedanken über die Inhalte der Sendung zu machen. Sind diese für die so begehrte “junge Zielgruppe” interessant? Nehmen wir beispielsweise die gestrige Sendung. Was wurde denn so besprochen? Schmidt im Babykostüm. Ein verzweifeltes Herumhacken auf Raab, Andrack, Mario Barth und Gottschalk. Schmidt versagt beim Babybrei-Geschmackstest. Bauerngolf. Stagediving zum SPD-Slogan. Zwischendurch Pochers schlechte Parodien. Ein gelangweilter Bully Herwig, dem kaum eine Frage gestellt wurde. Außerdem eine grottenschlechte Choreographie. Schmidt und Pocher fallen sich ständig ins Wort, verhaspeln sich. Gäste dürfen nicht aussprechen. Gags werden abgebrochen.
Ich bin mir sicher: Das wollen Jugendliche nicht sehen – egal, wer es präsentiert. Ja, Pocher gibt der Sendung neue Impulse. Er wird die Jugend nicht erreichen, jedoch die älteren Zuschauer komplett abschrecken. Und dies ist sicher nicht allein der Person Pocher anzukreiden, sondern einer völligen Fehleinschätzung der Macher bezüglich der Zielgruppe Jugend. Niemand hat sich ernsthaft mit den Wünschen der jungen Zuschauer auseinandergesetzt. Niemand hat sie gefragt. Niemand hatte nur einen Funken Ahnung von ihrem Medienverhalten, ihren Vorlieben, ihren Themen. Ein Lehrstunde für schlechtes Jugendmarketing.
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