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The challenge of 15-24 year olds in Digital Entertainment. Peter Olaf Looms. This evening’s menu. Who I am and what I do DR and 15-24 year olds Highlights of research into youth and digital media A case: Boogie Conclusions The future. Who I am and what I do. 1.

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the challenge of 15 24 year olds in digital entertainment

The challengeof 15-24 year olds in Digital Entertainment

Peter Olaf Looms

this evening s menu
This evening’s menu
  • Who I am and what I do
  • DR and 15-24 year olds
  • Highlights of research into youth and digital media
  • A case: Boogie
  • Conclusions
  • The future
who i am and what i do 1 3
Full-time consultant at DR, a public service broadcaster - “to inform, educate and entertain”

Strategic planning, mainly digital TV and broadband

Altid Sport

Who I am and what I do 1/3
who i am and what i do 2 3
Teach postgraduate courses on project management and strategy

Participate in R&D projects (mobile content for youth, PVRs, interactivity and advertising)

the University of Hong Kong

the IT-University of Copenhagen

EMMDIS MSc Programme - Cross Media

Production -INA, Institut National d’Audiovisuel, France

Institute of Interactive Television Research,

Murdoch University, Perth, Australia

(October/December 2004)

Who I am and what I do 2/3
who i am and what i do 3 3
Current tasks:

Chairman of European standardisation programme for Personal Video Recorders (PVRs) in Europe

Benchmarking of web, mobile & digital TV projects in the Nordic countries within the Nordvision New Media group

Strategic planning of DR’s interactive media towards 2010

Who I am and what I do 3/3

EICTA

slide13

Household penetration (%)

Danish households

100

TV

Video

90

Colour-TV

Teletext

80

70

60

50

40

30

20

10

0

1997

1953

1955

1957

1959

1961

1963

1965

1967

1969

1971

1973

1975

1977

1979

1981

1983

1985

1987

1989

1991

1993

1995

1999

2001

2003

Penetration of new media since 1953

2+ TVsets

Internet

Mobile phone

DVD

Games console

Digital TV

>10 channels

Stereo-TV

Nicam surround

TTV

mobile

www

Sat-TV: inkl. Fællesantenner, hybridnet og paraboler

Sources: Gallup Annual Survey,

Gallup Index Danmark og Danmarks Statistik

*Bredbånd: ADSL, kabel, m.m. – Ikke ISDN

slide14

]

2-3%

Public Service TV (DR & TV2)

Time-shift (VHS)

Video console games

PVRs and the like

Other TV channels (commercial)

VHS/DVD (pre-recorded)

Playback of PC video on TV

TV tuners in PCs

Weekly television consumption (all Danes)

Hours/week

<1%

Slow rate of change

Source:Gallup

slide15

]

25-30%

Public Service TV (DR & TV2)

Time-shift (VHS)

Video console games

PVRs and the like

Other TV channels (commercial)

VHS/DVD (pre-recorded)

Playback of PC video on TV

TV tuners in PCs

[

Weekly television consumption (Danes < 30)

Hours/week

Rapid change...

<1%

Source:Gallup

dr has a problem
Youth and televisionDR has a problem...

15-24 year olds have never watched much TV.

Currently 20% ofthem watch less than 15 minutes a week TV

(TV drama in Danish)

Source: Gallup TV-meter 2004

dr has a problem17
Youth and television

Youth and radio

DR has a problem...

Average weekly listening in 2003:

21 hours 54 mins.

Radio is on the decline

There are many other radio-like options...

Source: DR

Whole population 12-19 year-olds

Figures from 1998-2003

dr has a problem18
Youth and television

Youth and radio

Youth and other

digital media

DR has a problem...

81% of all 8-12 year-olds

Play PC games daily

52% play console games

The average kid spends nearly an hour a day playing electronic games

Source: Gallup (2002) for Børnerådet/Youth Council

dr has a problem19
Youth and television

Youth and radio

Youth and other

digital media

Youth and mobiles

Youth have a varied and voracious appetite for all things digital - but we know too little about it

Translation:

1 billion SMS for HKD 125/month

if you sign up for the free SMS service

DR has a problem...

The mobile is the most ubiquitous personal device - 96% of all

15-24 year olds have one

A typical user sends 17 SMS messages a day

Source: Gallup Telekom Index, 2004

dr s problem is legitimacy
Licence-fee funded Public Service broadcasting

= Something for everyone

It’s a problem is DR has nothing to offer the youth

DR’s problem is legitimacy
dr s problem is legitimacy21
Two hypotheses:DR’s problem is legitimacy

A.

If DR loses the young as viewers, listeners or users of public service then they are lost for good

As yet we do not know which of the two is right.

Dare we run the risk that it will be B?

B.

Media consumption patterns are a reflection of phases in life. The young will return to the fold as they get older

dr s problem is a global one
DR’s problem is a global one

What

Do we know about young people?

Is

there anything we can do as a result?

How

Can we reach a better understand of what makes them ”tick”?

a recent study from the usa
A recent study from the USA

www.online-publishers.org

slide27

Remember - mobile not widespread in US

Methodological problems - interviews

the importance of youth
The importance of youth
  • In numerical terms, youth are declining as a proportion of the global population (exceptions!)
  • Increase economic power as a consumer group (USD 1.4 trillion annually)
increasing mobile adoption
Increasing mobile adoption
  • Most popular youth technology product
  • In many countries, the mobile has reached 80% penetration of this group
  • 8% of disposable income will be spent on mobiles in 2006 (cf. 1% on music)
  • Need to develop relevant content and services for youth lifestyles
music
Music
  • Mobile music is a myth (MP3 on the phone)
  • Growth not driven by retails sales to youth but as a promotional channel (music clips, promos, identifying tastes and trends) c.f.i-Pod
slide33
TV
  • Youth audiences are in a decline
    • Fewer watch TV
    • Those who watch see fewer hours
    • However more satisfaction with the TV that is watched (BBC figures for the UK)
  • The mobile as the universal return channel for participation
    • SMS and MMS popular as means of taking part in live shows (votes, polls, contributing opinions and sharing content)
    • Voting only associated with entertainment such as Reality shows - not politics
games
Games
  • The mobile slowing down video games
    • As yet still a niche PSP, N-Gage, Nintendo DS
    • Take up will depend on tying things into other media and platforms such as online and video consoles
diffusion model breaking down
Diffusion model breaking down
  • Early adopters do not influence youth adoption into mass markets cf. ROAR
  • Early adopters can however be used for product development
slide38

Early Adopters

Opinion

Formers

  • Mainstream

Traditional model of diffusion

hypothesized diffusion model 2002 roar findings
Hypothesized Diffusion Model – 2002 ROAR Findings

Opinion

Formers

Mainstream

“Aspirants”

Media

Celebrities

different relationships with media across groups

Aspirants screen by is it in my channels, part of my culture?

Mainstream screen by is it everywhere - 360° covered?

Filter via media channels – adopt for the moment & move on

Filter via ubiquity - slower to move on

Different Relationships with Media Across Groups

Media overload

Opinion Formers screen by is it fresh, new, part of my passion

Filter based on passion – strong allegiance to brands truly involved

slide41
Artists tipped to ‘emerge’ during the period of our study by our music insiders.We asked about our respondents about awareness.
  • Dizzee Rascal - UK Garage
  • Alfie – Guitar Indie /‘Folktronica’
  • Athlete – Guitar/Indie
  • Kings Of Leon – Rock
  • Mars Volta – Rock
  • The Rapture – Rock
  • Zinc - Drum‘n’Bass
  • Joe Budden – Hip Hop
  • Chingy – Hip Hop / R&B

Opinion

Formers

Ahead

Aspirants

Ahead

what bands are you into
What bands are you into?
  • Qn : Of those artists you are aware of, which ones are you into?
  • We ordered the bands by popularity, then saw which of our groups were relatively more or less into each of the acts.
  • And the survey said…
    • Of top 5 most popular listed artists of the time, e.g. Wayne Wonder and Big Brovaz those being pushed in the media aspirants easily lead in all cases
    • As we move further down the popularity stakes e.g. Zinc and Alfie, Opinion Formers start to dominate.
the role of opinion formers is manifold
The role of opinion formers is manifold
  • Opinion formers do pass on information about new things most quickly.
  • Specifically Opinion Formers spread most quickly to the mainstream.
  • Opinion formers and the Mainstream are more likely to form friendship groups, with Aspirants more likely to hang out with other Aspirants.
in pictures
In pictures

Opinion

Formers

Aspirants

Mainstream

qualitative research shows relationship with media helps filter info overload
Qualitative research shows relationship with media helps filter info overload
  • Opinion formers have passion centres and will filter according to whether it is in that centre.
  • Aspirants have a select subset of trusted ‘cool’ sources of media and they will be receptive to its output.
  • Mainstream are more passively selecting based on volume of information from any media source.
  • Opinion formers were more into esoteric acts whereas the aspirants followed more media-plugged acts.
hypothesized diffusion model 2002 roar findings46
Hypothesized Diffusion Model – 2002 ROAR Findings

Opinion

Formers

Mainstream

“Aspirants”

Media

Celebrities

slide47

Different

kinds of

media

interaction

To…

MEDIA

Opinion

Formers

Aspirants

Mainstream

direct applications
Direct Applications
  • Opinion former attitude + interest in a specific area.
  • Identify ‘super opinion formers’ in a particular field.
handheld devices
”The aesthetic has left the record sleeve and now the aesthetic is the artifact: the iPod”

”The market is moving toward the artifact, not the music to fill it.”

Storing a few perennial favourites, otherwise shuffling new music in and out - relectant to pay for something you don’t keep

Handheld devices
devices on the move
”Music to structure the mood on their way to and from home”

Controlling their space, time and interaction.

Carving out a private area in public spaces

Wearing white earphones = feeling safe

Women less likely to be chatted up by strangers

Devices on the move
research from may 2003

Research from May 2003

Risk behaviour among 9-16 year olds in Denmark, Finland, Iceland, Norway, Sweden...

...and Ireland

the net generation sub culture a first attempt to understand it
The Net generation sub-culture -a first attempt to understand it
  • Kids by and large have their own Net culture
  • The Net is the current toy and medium for gaining experience, entertainment, communication and network building [in Denmark coupled with the mobile phone]
  • The transition from childhood to adulthood involving experimentation, breaking new ground and challenging taboos currently takes place [primarily] on the Net
  • The home, school and out-of-school clubs have become transparent areas where adults observe and engage in dialogue with children on equalterms
the future of the protection of minors attitudes and possible action
4 components:

Protect minors from media

Satisfy kids’ need for quality media

Participate in kids’ activities using media

Bring children up to relate to media

The Future of the Protection of Minors - Attitudes and Possible Action
who help the net generation

1

Facilitators of learning

Who help the Net generation?

Kids most frequently learn about the Net from:

  • Peers - friends, schoolmates (53%)
  • Parents (38%)
  • Trial and error (34%)
  • Their teachers (23%)
  • Older siblings (21%)
  • Websites (8%)
  • Libraries (7%)
  • Chat pal (7%)
  • Magazines (5%)
legitimacy an issue of coverage71

More and better options on ”old” media

Legitimacy - an issue of coverage

Distribution

Media Analog tv DTV FM DAB Internet Mobile

TV

Radio

Web

services

Votes

Quiz

Community

legitimacy an issue of coverage72

2. Nye options - new media and services

on the platforms the youth have in order to maintain reach

Legitimacy - an issue of coverage

Distribution

Media Analog tv DTV FM DAB Internet Mobile

TV

Radio

Web

Services

Votes

Quiz

Community

boogie which media services on which platforms
Boogie - which media/services on which platforms?

Distribution

Media Analog tv TTV FM radio Internet

TV

boogie tv videoclips

P3 boogienetradio

Radio

boogiesite

Web

Tjenester

Boogie-list

TTV-

crawler

SMS-greetings

TV-

crawler

boogie community

P2P

Mobile initially being used as return channel

boogie tv
Boogie tv
  • form. fascination
  • content. identification
  • music. 60-70%
  • VTR
  • lifestyle
  • film fashion friends games parties sport dating stars etc.
  • competitions
  • guests
  • events
boogie radio on fm p3
Boogie - radio on FM (P3)

adio

Monday-Friday 14-15

boogie digital radio on the net
Boogie - digital radio on the net

Our first player

i 2002

slide80

What doe we use mobiles for

  • Mobiles as a return channel (video battles, SMS greetings, questions to guestsin the studio)
  • Also for SMS-greetings on TTV crawler
  • Interaction rate (conversion rate) as high as 10% of viewers
boogie teletext crawler
Boogie Teletext crawler

Being able to show all greetings

sms chat on ttv
SMS chat on TTV

Currently not in use on Boogie

boogie klub community85
Boogie klub/community

Boogie klub/community

boogie klub community86
Boogie klub/community

Boogie klub/community

format
Format

Boogie is a cross-media service

  • Synergy

Boogie is there for you

  • whatever you want,

whenever you want,

wherever you want it...

boogie round the clock mon fri

kl.6 kl.12 kl.18 kl. 24

Boogie - round the clock (mon-fri)
  • Accessibility
  • Participation

Watch Boogie on TV

Send a greeting - SMS

Find Boogie-list on TTV

listen to Boogie on P3 (FM)

listen to Boogie radio (Web streaming)

Find info på www.dr.dk

P2P contacts with Boogie community on www.dr.dk

slide89

We have to work with everyone

Quality of Service - delivering it all

TXT-TV

Cyclone

(1212)

services competitions top the list
Services: Competitions top the list
  • Ca. 5% of all Danes took part in a competition within the last month
  • Very few (1 out of 200) subscribe to sports news and results
  • Youth (15-24) in this respect are much the same as everyone else.

Source: Gallup Telekom Index, 2004

slide92
We need to take youth culture and interests seriously if they are not to become a subculture with few links with the rest of society
  • As yet we have limited research on what is happening
  • It is possible to get the youth ”back into the fold” if we tailor our offerings to their interests and needs.
slide94
Cross media

Anything, Anytime, Anywhere

Public Service as a driver for new media take-up and not just a historical anachronism

I’m afraid I’m not a fortune teller!

peter olaf looms
Peter Olaf Looms
  • DR /

Danish Broadcasting Corporation

TV-Byen

DK-2860 Soborg DENMARK

t: +45 35 20 83 66

m: +45 51 56 75 46

e: [email protected]

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