Wer dachte, es handle sich um einen schlechten Scherz, wurde nun eines Besseren belehrt: Die ARD macht Ernst mit dem Jugendmarketing und eröffnete unlängst einen eigenen YouTube-Kanal. “Mit unseren Inhalten sprechen wir neue Zielgruppen genau dort an, wo sich die junge Generation heute aufhält.”, kommentiert ARD-Vorsitzender Peter Boudgoust die neue, gebührenfinanzierte Allzweckwaffe im Kampf um junge Zuschauer. Große Hoffnungen hängen an diesem Projekt. Werfen wir nach rund drei Wochen einen Blick auf´s Detail.
Im neuen ARD-Kanal finden sich bisher 260 verschiedene Videos. Angeboten werden Ausschnitte aus Comedy-Programmen, Wissensformate oder auch Nachrichten und Sport. Die ARD-Hitliste wird angeführt von dem Clip “Deutsch für Nazis ” (bisher 15.200 Aufrufe), gefolgt von “Mitfahrzentralen: Achtung, Betrüger!” (14.663) und “16 Tote bei Amoklauf” (13.777). Ganze 725 Personen haben den ARD Kanal bisher abonniert. Zum Vergleich: Der schon legendär gewordene Clip von Beatbox-Alex wurde binnen kurzer Zeit 12.000.000 mal angeschaut.
YouTube ist das Medium der kleinen Filmschnippsel. Alle 10 Sekunden klicken Studien zufolge 10 Prozent der Besucher weg. Nach einer Minute sind also bereits die Hälfte der Zuschauer verschwunden. Perfekt ist eine Länge von 30 bis 60 Sekunden. Formate wie die Tagesschau, immerhin satte 15 Minuten lang, finden hier also wenig Freunde. Aber man lernt dazu: Andere Sendungen wie Dittsche wurden bereits in rund vierminütige Schnipsel zerteilt.
Also ein, wohlwollend formuliert, verhaltener Start des viel gerühmten ARD YouTube-Kanals. Doch woran liegt´s? Allein das Medium YouTube, auf dem sich nachweislich viele Jugendliche tummeln, macht die Inhalte der Sendungen für Kids nicht interessanter. Zwar stehen die Clips hier dauerhaft auf Abruf, zwingen den Zuschauer also nicht zur Einhaltung von Sendezeiten, lustiger, informativer oder origineller werden sie hierdurch aber auch nicht. Content is King. Überall. Nicht das Medium bringt den Erfolg, sondern die Inhalte. Egal, ob über YouTube, das Radio, TV, DVDs oder Daumenkinos verbreitet: Es fehlt der ARD einfach an Sendungen, die Jugendliche wirklich anspricht.
Zudem muss wirklich hinterfragt werden, ob es der ARD wirklich ernst ist mit der jungen Zielgruppe. Zu unbeholfen, zu mutlos und zu vorgeschoben wirken die Versuche rund um Pocher und Kuttner. Nicht nur, dass die Sendezeiten kaum jugend-unfreundlicher sein könnten, auch bei kompletter Verweigerung der Zielgruppe wird stoisch an nachweislich erfolglosen Konzepten festgehalten.
Man kann sich des Eindrucks kaum noch erwehren, bei all diesen Aktionen handle es sich lediglich um Alibi-Veranstaltungen, um den Anschein zu erwecken, die gesetzlich vorgeschriebene Grundversorgung der Gesamtbevölkerung erfüllen zu können. Um die GEZ-Gebühren weiterhin zu legitimieren, muss die Jugend erreicht werden. Oder zumindest muss der Anschein erweckt werden, als ob. Anders ist auch das gebührenfinanzierte, kaum beachtete “Engagement” der ARD bei YouTube kaum zu erklären.
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