Creating a Strong Youth Media Brand � How to develop quality media to a fragmented youth generation ReD Associates & Danish Broadcasting Tools of Change Conference, February 2012
I. Defining the youth media brand � Frederik Wiedemann, Partner at ReD Associates � II. Executing the youth media brand � Kasper Tøstesen, Youth Editor at Danish Broadcasting
I. Defining the youth media brand Frederik Wiedemann, Partner at ReD Associates
The case company: � Danish Broadcasting (DR) TV TV Radio Radio Print Print Denmark’s only full public service media company Established 1925 Live Live Web Web 5 million users Mobile Mobile $700 million in annual budget 3,000 employees 4
The Problem: � DR is losing the young generation of media users on all platforms TV ONLINE 15-20% of 11-25 year olds in Denmark never watch any of DR’s tv channels (compared to 7% of � all 3+ year olds) Note: Average percentage of monthly internet use for 15-25 year olds in DK 5
The Challenge: � Making public service media relevant to an elusive young audience, � having very weak touch points and an un-appealing brand ??? �
The Solution: � An outside-in approach to developing media for youth What are What should Who are What are their unmet public service they? � they like? � media media needs? � provide? �
Who are they? � Ethnographic studies of the youth “tribe” in Denmark (i.e. not universal) � Participant observations Qualitative exercises Semi-structured interviews Photo & media diaries 8
Who are they? � Youth stages (socialization, aspirations) Child Adult 11 16 17 20 21 25 Key life events • Growing into youth • Feeling at home as youth • Carefree youth ends • Primary school ends • Secondary school ends • Professional life begins • Basic educational choices • Lifestyle choices • Partner and family choices Key identity markers Re-collectivization Sub-collectivization Liberalization From family to friends From mainstream � From sub group to to sub group individual identity 9
Who are they? � The “Golden Age” of 18-25 as shared aspiration Child 11 16 17 20 21 25 Adult Early teens Late teens Young adults 10
Who are they? � Two dominant youth segments/cultures branch out in secondary school 6th – 7th grade revolution INTEREST DRIVEN • End to social dominance of girls Dominant culture in academic secondary • The ‘system’ stops pitching to the passives Public service target group • Educational choices start to form Close, strong relations to educators Status example: Knowledge Attitude: “Anti Z” REWARD DRIVEN Dominant culture in vocational & tech Commercial target group Distant, weak relations to educators Status example: Rule breaker Secondary Attitude: ”Z” Elementary school school 11
What are they like? � Key analysis: What is unique to being young? � Adult Young versions of adult life Uniquely young Young Young versions of kids life Child 12
What are they like? � The unique characteristics of youth � Characteristic #1 Adult Feeling left over Characteristic #2 Being in opposition Uniquely young Young Characteristic #3 Exploring the limits Characteristic #4 Child Masters of the Universe 13
Characteristic #1 Feeling left over � Media currently serving this Opportunities for public service media Self reflexion via fiction Challenge them with qualified opposition Youth online communities Facilitate deeper personal relations 14
Characteristic #2 Being in opposition Media currently serving this Opportunities for public service media Big shows with types to ridicule Expose subcultures to each other Specialized fora for like-minded Challenge authorities 15
Characteristic #3 Exploring the limits � Media currently serving this Opportunities for public service media Extreme reality shows Go to the limit in a genuine youth context Online adult content Expand their comfort zone 16
Characteristic #4 Masters of the Universe � Media currently serving this Opportunities for public service media On-demand news Invite users to activate news (co-editing) Access to comment Produce “Meso-reality” 17
What are their unmet needs? � Filling a relevant gap in the media market FICTION Avatar ”Crime and Light punishment” Glee Friends Entertaining ENTERTAINMENT REFLEXION Zulu Paradise Hotel P3 TV debates Fantastic Reality Serious News Free informative magazines newspapers Facebook Educational Teen mom material NYT REALITY ZULU - Commercial channel P3 – National Public Radio 18
What should public service media provide? � Platform for the new youth media brand Sharper Hot ATTITUDE To activate To Tease AMBITION Masters of the Universe CHARACTERISTICS Exploring the limits “Fantastic Reality” Being in opposition Feeling left over To Challenge To Connect Wild Genuine
II. Executing the youth media brand Kasper Tøstesen, Youth Editor at Danish Broadcasting
What is DR MAMA? � TV A unique youth content Events Radio DR brand that lives on MAMA several media platforms Social Web media 21
Benefits of background work • Very clear positioning vs. competition • Very detailed brand platform • Editorial ”cookbook” for program development • Less ”gut feel” programming • We know what we do is relevant 22
Example 1: In real life � DR MAMA’s documentary format, portraying the diversity of youth in a very real and honest way • Cross platform documentary content • TV magazine program combining studio element with different documentaries • Short 5 minute documentaries with strong viral online quality • Short 30 second elements on radio • Web as casting platform 23
Example 1: In real life 25
Example 2: The Ministry of Sex � DR MAMA’s fun, challenging and educational format about sex • Talkshow format with different formated feature elements • Honest, direct and down to earth • Supportive online content: debates, guides, test yourself etc. 26
Example 2: The Ministry of Sex 28
Frederik Wiedemann, ReD Associates (fw@redassociates.com) � Kasper Tøstesen, DR (tost@dr.dk) IDEAS THAT TRANSFORM MARKETPLACES COPENHAGEN Ι KRONPRINSESSEGADE 20 Ι 1306 COPENHAGEN K Ι DENMARK Ι PHONE +45 33337044 Ι CPH@REDASSOCIATES.COM NEW YORK Ι 26 BROADWAY Ι SUITE 2505 Ι NEW YORK, NY 10004 Ι USA Ι PHONE +1 212 483 8788 Ι NYC@REDASSOCIATES.COM
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