ARD erwägt eigenen Jugendkanal

Zugegeben berichte ich gern über die ARD und ihre bisweilen schon verzweifelten Bemühungen, den gesetzlich verbrieften Informationsauftrag auch an Jugendlichen verrichten zu können. Es ist ja auch zu dumm, wenn die Jugend da einfach nicht mitspielen will und das gut gemeinte Angebot konsequent verschmäht. Gut gemeint ist eben das Gegenteil von gut gemacht, besonders im Jugendmarketing. Nun erwägt die ARD, einen eigenen Jugendkanal ins Leben zu rufen. Sensationell.


Man werde “die Vor- und Nachteile eines spezifischen Jugendfernsehkanals und -portals” eingehend prüfen, so heißt es in einer Meldung. Besonders neueste Erkenntnisse der Jugendforschung und der Mediennutzungsforschung soll besondere Beachtung geschenkt werden. Die Intendanten der ARD haben sich auf der ARD Hauptversammlung am 26. November unlängst auf  “die Eckpunkte einer Gesamtstrategie zur erfolgreichen Ansprache jüngerer Zielgruppen” verständigt. Nur um Missverständnissen vorzubeugen: Nicht auf eine Strategie. Auf Eckpunkte.

Zu diesen zählen die GEZ-finanzierten Fernsehbosse technische und inhaltliche Qualität, Multimedialität, Interaktivität, Crosspromotion sowie die Verknüpfung der Jugendangebote der ARD. Eine Willensbekundung. Immerhin. Die sogenannte Gremienvorsitzendenkonferenz (GVK) empfiehlt den Intendanten zudem, die jungen Formate aller Landesrundfunkanstalten zukünftig im Kanal “Eins Festival” zusammenzuführen.

Dem geneigten, jedoch ahnungslosen Leser sei ein kurzes Selbstportrait des Senders dargereicht: “Wer Kultur liebt und lebt, ist hier richtig. Mit Debüts und Klassikern aus Film und Musik, Comedy und Kultserien der ARD sowie hochwertigen Dokumentationen macht EinsFestival Kultur in allen Facetten erlebbar.” Also ein megahipper Jugendsender, wie er im Buche steht. ProSieben kann einpacken.

Fritz Raff, amtierender ARD-Chef, steht dieser Idee eher skeptisch gegenüber. Er merkte an, ein Jugendkanal sei “derzeit medienpolitisch und finanziell nicht machbar”. Raff prognostiziert Kosten von 20 Millionen Euro – natürlich von Gebührengeldern finanziert – und erwartetet Gegenwind aus der Politik und den Reihen der Privatsender. Über jugendgerechte Inhalte und Formate hat natürlich, einmal mehr, niemand gesprochen. Letztlich muss Raff diese Aufgabe aber nicht mehr lösen. Ab Januar wird er als ARD-Chef von Peter Boudgoust beerbt, der schon mehrfach durch hochqualifizierte Lösungsvorschläge aufgefallen ist.


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