TV ist bei Jugendlichen out. Das bemerkten wir schon im November. Eine kürzlich veröffentlichte Studie des Unternehmens OC&C unterstreicht diese Annahme deutlich. Im Rahmen der Studie wurden 520 Briten im Alter zwischen 15 und 30 Jahren nach ihren Konsumgewohnheiten befragt. Das Ergebnis: 43 Prozent der Befragten sehen deutlich weniger fern als noch vor drei Jahren.
Im gleichen Zeitraum hat sich die Nutzung des Internets sprunghaft erhöht. 73 Prozent der Probanten nutzen das Netz häufiger als früher. Besonders jüngere Medienkonsumenten surfen häufiger und kehren dem Fernsehen zunehmend den Rücken. Eine Katastrophe für Werbetreibende und Agenturen, für die vor allem das untere Drittel der viel zitierten werberelevante Zielgruppe der 14- bis 49jährigen überlebenswichtig ist.
Laut OC&C gibt kein Patentrezept, um diesen Trend umzukehren, jedoch sieht die Agentur vier Handlungsfelder für Fernsehmacher.
- Stärkerer Fokus auf Programmnischen.
Die Agentur empfiehlt eine stärke Abstimmung des Programms auf die Interessen bestimmter Zielgruppen, wie Singles, Frauen oder Jugendliche. Maßgeschneiderte Programmangebote würden diese Konsumenten vermehrt vor die Mattscheibe locken. Hört, hört …
a - Stärkerer Zuschnitt der Kampagnen auf junge Zielgruppen.
Bereits 35 Prozent der unter 20-Jährigen sehen beispielweise in der Abgeschiedenheit ihres Zimmers fern. Dies solle der Werbeindustrie ermöglichen, ihre Botschaften noch gezielter auf diese Zielgruppe abzustimmen.
a - Nutzung des parallelen Medienkonsums.
Besonders die unter 30-Jährigen nutzen TV und Internet oft simultan. Community- und Kommunikationselemente sollen diesen parallelen Medienkonsum gezielt adressieren.
a - Weitere Verbreitung neuer Technologien.
Sendeanstalten sollten möglichst viele neue Technologien unterstützen. Besitzer von digitalen Videorekordern (DVR) schauen beispielsweise um sieben Prozent mehr fern, als Altersgenossen ohne diese Technologie.
Wirklich nett gemeinte Ratschläge. Und sicher auch nicht falsch. Doch das eigentliche Problem liegt meiner Meinung nach viel tiefer: Fehlende Kreativität, wenig Mut und keine Ahnung von den Interessen der jungen Zuschauer.
Solange “Jugendprogramm” darin besteht, abgehalfterte US-Formate einzudeutschen, halbwegs erfolgreiche Konzepte bis zum Augenstillstand zu kopieren oder wahllos vermeintliche “Ikonen” der Jugend in etablierte Formate einzubauen, werden unsere Fernsehmacher wohl auch weiterhin keinen 15-Jährigen hinter seiner Playstation hervorlocken.
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