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Is the Youth Interested
in Watching Television?
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years ago, there were just two youth channels. Now, a slew of youth
channels are being launched. Will the TG watch? |
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R
Gowthaman
(Managing Director, MindShare)
Today�s youth is all about communities where Like-minded people
link up wherever they are. it is not only about TV. they listen
to radio and surf the net as much as they spend time watching
TV. In every form of media, today�s youth wants to have its
views shared and heard.
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Our recent study on youth indicates that they are able to
strike the right balance between the opposites - independent
yet seeking belong- ingness in the real world yet logged into
the virtual world, answerable yet seeking approval, striving
but not struggling, standing out, yet fitting in.
In this context, choices won�t matter to them. It is not the
question of making time to watch a TV channel. It is all about
how the channel is able to sustain the engagement with them.
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Divya
Radhakrishnan
(Senior Vice President, TME)
Yes, the youth is usually very caught up in other activities,
but it�s not like they are not looking for entertainment.
Earlier it was more about music channels for the youth.
But now they have music on the move
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the
FM channels, their iPods, on their mobile phones. They do not
want TV time to be taken away by music as well. They are looking
for alternate modes of entertainment.
Multiplexes are a good example of this where the youth go and
hang out and catch movies. However, if another format exists
on television that provides them entertainment apart from the
regular soaps, maybe like the �Dil Chahta Hais of the world
or movies, there�s no reason why they won�t watch it. |
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Tarun
Mehra
(Marketing Head, Zee TV)
Besides carving out their futures, the youth today indulges
in a lot of other activities and time spent on TV is not
a lot.
Be it malls, coffee parlours, multiplexes, they have a lot
of other options. But we�ve seen that
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as
the number of channels in a category increase, the market share
of that category increases, and this has happened with kids�
channels and news channels.
Also, unless hectic activities are undertaken to promote these
channels and they receive response, we won�t be able to determine
if they will or will not work. But the fact remains that these
channels will need to attract the youth�s attention. Their content
has to be different and if they get this right, the youth will
be willing to forgo a trip to the mall or a coffee shop.
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Zarina
Mehta
(CEO, Bindass)
Young people today are focused, busy, driven and know what
they want. However, all our analysis tells us that there is
a gap in the entertainment space for young India.
They are bored with the current choices on TV
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and there is a need for a brand they identify with to fill the
void. Bindass was created to fill that gap. It is a unique concept
in that it is across TV, web and the mobile phone, which are
the key entertainment touchpoints of the youth.
Though these are early days the first numbers are encouraging.
In the first 30 days Bindass reached a third of Young India
aged 15-34 years in Hindi speaking markets. Bindass.com has
had 800,000 page views in 30 days and on mobile we have a comprehensive
strategy for creating original content on SMS, ring tones, wallpaper,
IVRS, and TV on Mobile. One cannot reach this audience only
through TV. |
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