ARD: Verjüngung gescheitert?

Erfrischend offene Worte fand Udo Reiter, seines Zeichens Intendant des MDR, zur aktuellen Akzeptanz des ARD Programmangebots bei Deutschlands Jugend. “Alle diese Versuche sind schief gegangen. Ein 18-jähriger sucht eben keine Jugendsendung im dritten Programm und Bruce Darnell schaut er sich bei ProSieben an, nicht bei uns”, so Reiter im “Tagesspiegel”.

Er bezieht sich hier auf das Scheitern der Stylingshow “Bruce” in der ARD. Deren Quoten im öffentlich-rechtlichen Programmumfeld blieben weit hinter den Erwartungen zurück, im Durchschnitt reichte es nur für 5,9 Prozent Marktanteil bei den ach so umworbenen 14- bis 49-jährigen Zuschauern. Ende März verkündeten die Programmmacher das endgültige Ende des allzu erzwungenen Versuches.

Bereits einige Tage zuvor echauffierte sich Reiter über ein weiteres Zwangsverjüngungs-Projekt der ARD: Schmidt und Pocher. “Es ist immer dieselbe Gratwanderung bei solchen Sendungen. Man will junge Zuschauer erreichen, und zugleich darf das Niveau nicht abstürzen”, sagte er dem “Spiegel”. “Das war ganz offensichtlich ein Absturz.” Wie ich finde, nur einer mehr.

Für Udo Reiter sind die Programme der öffentlich-rechtlichen Sender für Jugendliche per se wenig interessant. Die Sendungen im Hauptprogramm seien “schon von ihrem Auftrag her – Information, Politik, Kultur – ein Angebot für Erwachsene”, sagte Reiter in einem Interview mit dem “Tagesspiegel”. Zudem sei, so Reiter weiter, die Heimatnähe der dritten Programme kein Wert, “der Jugendliche besonders anmacht. Die wollen nicht schunkeln, die wollen grooven”.

Recht hat er, der Herr Intendant. Und Mut. Vielleicht bleiben uns bei so viel Selbsterkenntnis zukünftig pseudo-jugendliche Imitate und verkrampfte Remakes veralteter, ehemals erfolgreicher Jugendformate erspart. Und den Verantwortlichen viel Mühe, Geld und Schönfärberei, ein wohl unerreichbares Ziel wieder einmal nur knapp verpasst zu haben.

Jedem das Seine. ProSieben die Jugend, der ARD die “Golden Ager”. Was ist eigentlich so schlimm daran?

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