By Rafa Sales Ross
British museums try to attract younger audiences
How can television attract the ever-elusive young audience? For European public broadcasters, the answer is to focus on streaming, which offers much more flexibility to try out different content strategies.
The film industry experts gathered at Venice Production Bridge, the industry arm of the Venice Film Festival, to discuss how platforms and broadcasters can promote international distribution of national titles in a saturated market. They focused on the broader question of how to attract that young audience, an issue that dictates many of their current acquisition strategies.
“We are actively looking for viewers who don’t watch TV anymore,” said Diana Tabakov, who works at Ivysilani, Czech Television’s streaming platform. “We are very good at reaching millennials and older, but it’s difficult with Gen Z, which is a problem for all public broadcasters.”
