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Connected Broadcasting Wave 4 - Millennials research
Since July 2014, Arqiva, together with leading media consultancy Decipher, has embarked upon a programme of strategic thinking under the name of Connected Broadcasting that has sought to explore how television content and consumption is evolving in a period of growing convergence and connectivity.
- Matthew Neale
As part of the programme, between August and September we have conducted extensive research to investigate how television viewing habits are changing amongst 13 to 18-year-olds – so-called “Millennials”. Findings from the research will be published in a White Paper in November, and will be used to guide the industry’s understanding of the way the television ecosystem will evolve in the medium to long-term.
The research took place in five stages:
1. An opening “kick-off” session: In early August, the research began with an introductory half-day session at iBurbia Studios in London, the UK’s foremost media research and development lab
At the session, our participants were given a brief on how to complete the research and took part in a series of interviews that set the foundations for the rest of the project.
2. Media diaries: Throughout August, our participants kept online “media diaries” of their viewing across the days and weeks, and were asked to make – and then upload – “video notes” to a dedicated contact address.
3. Becoming the interviewer: Having kept “media diaries” for a month, the third phase of our research saw our participants become the interviewer themselves, as they were asked to go out and interview five of their friends about their viewing habits.
4. Debating the early findings: On Tuesday 6 October Decipher’s Nigel Walley we will be moderating a panel debate at Content Delivery World in London with David Crawford, Managing Director of Satellite & Media at Arqiva, the BBC’s Head of Youth Audiences, Patrick Collins, and the Chief Executive of DTG, Richard Lindsay-Davies.
In addition, Chris Alner, Commercial Director of Connected Solutions at Arqiva will be presenting the research findings at Content & Communications World in the Javits Convention Center, New York on 11 November at 11:30-12:00.
5. A “wrap up” event: To conclude the research, and to formally thank our participants, we plan to host an event this winter to share our findings from the research and to publish the resulting White Paper.
Throughout the two-and-half months of research, together Arqiva and Decipher hope to learn in detail about the role “traditional” live broadcasting plays in the lives of 13-18-year-olds, what effect newer forms of media (video-on-demand and short-form video) and new devices (tablets and smartphones, for example) are having on their viewing behaviour, how they discover new things to watch, and what their “dream” television service would look like (both now and in the future).
If you have any questions or would like to find out more, please contact Matthew Neale.