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?
Die ARD steht nicht für Jugendformate, genau wie die Hörzu nicht für Popmusik. Die ARD sollte das endlich einsehen und sich auf ihre Stärken besinnen.
Liebe Grüße und weiter so
Kati
Es ist schon beschämend, die Selbst-Demontage des Herrn Pocher Woche für Woche miterleben zu müssen. Erlöst diesen Mann und lasst ihn die Pannenshow auf SuperRTL moderieren.
Schöner Blog
Andreas
Ich verfolge diese hilflosen Verjüngungsversuche der öffentlich-rechtlichen Anstalten schon länger. Meiner Meinung nach fehlt einfach die tiefere Kenntnis der jungen Zielgruppe, um neue Formate überhaupt entwickeln zu können. Alle bisherigen Versuche waren für mich schon vom Start weg zum Scheitern verurteilt. LG Marc
ARD + ZDF…Verjüngung? Ein Hohn. Das einzige, was dort praktiziert wird, ist abkupfern. Sei es das “Layout” (farbige Veränderungen im Hintergrungd), sei es die Serien. Leider sind die beiden Sender immer einen Schritt hinterher. Allerdings besteht ja auch das Problem, das die “älteren” Menschen in der Mehrzahl sind – und die wollen eh keine Verjüngung. Weil: Früher war doch sowieso alles besser – meinen sie.
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