Media Metamorphosis
The media landscape is constantly changing and evolving, which creates a challenge for broadcasters. The biggest question remains how broadcasters should navigate in the ever-changing online world and what strategy they should use with the new shift in media. Kari Haakana, development manager at YLE (the Finnish public broadcaster) answers this question in the podcast "Media Metamorphosis". You can listen to the podcast now on YouTube, or read this short article with the biggest insights.
More choice and changing habits
Younger generations have more and more choice when it comes to how they spend their leisure time. This led to a decrease in younger audiences watching traditional television and cutting the cord. Thus, we saw a correlation between the amount of choices, innovation and cord cutting. Therefore, when more innovative alternatives enter the market, fewer young people will watch traditional television if it does not position itself innovatively and creatively. However, Kari believes people will still be watching linear TV at some level, meaning that they will become cord shavers rather than cord cutters. Cord shavers are people who reduce their pay TV fees by eliminating certain channels.
Most cord shavers are younger generations between the age of 15 and 25 years old. This is because they are not bound by traditional habits and have grown up with more choices on how to spend their free time. As a result, there is a generational shift with different habits meaning the older generation watches more television than the younger generation.
The success of YLE Areena
Yle Areena is a streaming platform from Yle that combines both audio and video in one and the same application. Audio is generally less popular than video, and people are less likely to use it if they have to download a separate app for it. It is thus quite convenient that Yle Areena is a combined platform since this enables them to give their audience audio recommendations in an easy and accessible way.
Yle Areena is a major success in Finland due to a combination of factors. Firstly, they were early in the market to create a streaming application, allowing them to grow and gain popularity. Secondly, Yle Areena is funded by tax money, so its users do not have to pay to use the app. Lastly, they offer an extensive range of content: users can find everything that is broadcasted on TV and aired on radio at the streaming platform. Additionally, Yle Areena also offers exclusive content that is not aired on television or radio such as unique podcasts and shows.
What should broadcasters do?
So what should broadcasters, and especially new broadcasters, do to attract people and be more successful? The first and most important thing is to create and/or buy content that is appealing to your users. You should focus as much as possible on the user experience by making the app accessible, reliable and easy to find.
Secondly, users should be able to use your app as effortlessly as turning on their television or radio. Additionally, the app should be easily found, so launching it in the app store is a good idea. Next to that, you should focus on getting the app known with your audience, for example by promoting it on social media or by forming strong collaborations. In the case of Yle Areena, they have an agreement with TV manufactures so that Yle Areena’s logo is promoted on the packaging of new TVs.
Conclusion
In conclusion, the constantly evolving media landscape presents both challenges and opportunities for broadcasters. However, by understanding the changing habits of younger generations, focusing on appealing content and improving user experience, broadcasters can create something successful and meaningful that brings added value to society.
