The relationship between young people and television was the central theme in the celebration of World Television Day, held in Mataró. This was the third edition of a conference that promotes debate on the present and future of television, organized jointly by Tecnocampus, Graustic, and the Catalan Audiovisual Cluster.
The first discussion session, coordinated by the Audiovisual Cluster in the framework of its Digital & Media Forum (#digitalmediaCAT), was a panal made up of Sonia Duque, consultant for Atrevia, the company that authored a study on the Z Generation; Cristina Muñoz,Cristina Muñoz, until recently the head of Antenna and TV Programming of TV3; Rosalba Roig, head of strategy and innovation at BTV; and Elena Neira, expert in digital communication and author of the book, The Other Screen.
Participants agreed that the youth audiences, contrary to popular belief, are still interested in television, but prefer on-demand consumption over scheduled programming, often through other devices, rather than the television.
“New mobile devices allow the youth audience to replay content, beyond broadcast television, just as the Internet channels the creative capacities of a generation that grew up with digital technologies,” was among the conclusions shared by the panel.
Participants also agreed that television still faces the challenge of finding the profitability of new channels. And, as well, that the first challenge is to be able to accurately measure the aggregate audience of all channels through which television content is distributed.