Young audiences in the spotlight for World Television Day | M&M Global

Young audiences in the spotlight for World Television Day

 

World Television Day (21 November) will focus on 16-34 year olds and feature a 30-second video clip, which will be broadcast across Europe, Asia, Canada, the US and Australia.

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In 14 countries  television remains the main form of video consumption, with UK 16-34 year olds watching for an average of two hours and 23 minutes.

The celebration, which sees the European Broadcasting Union (EBU), the Association of Commercial Television in Europe (ACT) and EGTA, the Brussels-based association of television and radio sales houses join forces, originated in 1996.

“There is more and better quality TV content than ever before, and as consumers we have so much more choice about how to enjoy it all since it is available to us whenever and wherever we want”, said EBU director-general Ingrid Deltenre.

“This year’s theme is key to our industry; we need fresh young talent to work with us and to learn from in order to be even more relevant in the future than we are today.

“Once again I am glad to see so many partners joining forces worldwide to celebrate a medium that has managed to stay relevant by reinventing itself in numerous ways.”

The campaign video shows cross platform video consumption in young audiences, with viewers showing how much they love TV by making a heart shape with their hands. To celebrate, viewers are encouraged to use #WeloveTV and #worldtvday on social networks.

“Let’s not forget that it was the established linear TV channels that opened the doors for time-shifted and on-demand viewing”, said EGTA president Jan Isenbart.

“Young viewers have embraced the new opportunities to watch premium video content anytime, anywhere and on any device more enthusiastically than any other target group, without abandoning the central role of the big screen in the living-room,” she added. “In fact, the vast majority of their total viewing continues to be on the TV set (76% in Germany, for instance).

Associated research has shown that TV is still popular amongst young audiences with European 15–24 year olds watching on average 2.11 hours of TV a day, with as much as 94.5% of that time spent watching live shows.

Anna Dobbie

Reporter

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