Reaching Young Population in Media Broadcasting : A Scorecard Solution for Target Group Reach Analysis
Molchina, Evgenia (2018)
Metropolia Ammattikorkeakoulu
2018
Creative Commons Attribution-ShareAlike 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018053011077
https://urn.fi/URN:NBN:fi:amk-2018053011077
Tiivistelmä
The Media and Broadcasting industry is facing a transition in business. At present, most people enjoy television programs and services in a traditional broadcast schedule and the majority of people will continue to appreciate radio and television, as now. But due to new media applications made possible by the Internet and mobile devices, people are increasingly enjoying what they want, whenever they want and wherever they are. Media Broadcasters need to understand how people’s behaviour is changing as a result of these emerging media platforms.
My thesis focuses on young viewers, as this is a universal point of interest for Media Broadcasters and advertisers alike. The fact is that TV is losing young viewers, and the industry is very aware of that. As video content is consumed on an increasingly diverse range of platforms nowadays, the role of the traditional linear TV in the life of this target group is questionable.
Nowadays Media Broadcasters are determined to respond to these challenges to ensure that the core values of broadcasting are strengthened and reinvented for a new generation. Media Broadcasters are focusing on the younger audiences (18-35-year-old), and they need to provide content that Millennials want to watch, listen to and interact with and ensure that they can find it and consume it in ways that suit their lives. Those needs have to be served across all the genres, services and platforms of the Media Broadcasters.
The objective of my thesis is to identify the factors associated with the successful reach of young population by Media Broadcasters and combine the findings into a clear and comprehensive KPI analysing tool. In order to come up with the relevant KPIs I will review 1) what are the best ways to offer content and services to the young population by inspecting the best practices in the industry from different countries; 2) how to change the internal processes and actions by offering the suitable development methods; and 3) how to understand that the change is positive, and company is moving the right direction by finding the right tool and adjusting its KPIs for the needs of the media company. The output of this thesis is an adopted from findings KPI tool for Media Broadcasters, called the Balanced Business Scorecard, for analysing if the reach of the young population is successful. The tool is transferable and can be reused in reaching other target groups and segments as well.
Successfully reaching young audiences requires a process of continually striving to understand this target group - by empowering younger employees from diverse backgrounds in the media company, by writing and presenting content in an authentic voice, by creating strong visual components to the content, by meeting the needs of the young population for the content reach on their busy schedules, by understanding the data media companies are receiving about them, and by interacting with consumers on social media and in person.
My thesis focuses on young viewers, as this is a universal point of interest for Media Broadcasters and advertisers alike. The fact is that TV is losing young viewers, and the industry is very aware of that. As video content is consumed on an increasingly diverse range of platforms nowadays, the role of the traditional linear TV in the life of this target group is questionable.
Nowadays Media Broadcasters are determined to respond to these challenges to ensure that the core values of broadcasting are strengthened and reinvented for a new generation. Media Broadcasters are focusing on the younger audiences (18-35-year-old), and they need to provide content that Millennials want to watch, listen to and interact with and ensure that they can find it and consume it in ways that suit their lives. Those needs have to be served across all the genres, services and platforms of the Media Broadcasters.
The objective of my thesis is to identify the factors associated with the successful reach of young population by Media Broadcasters and combine the findings into a clear and comprehensive KPI analysing tool. In order to come up with the relevant KPIs I will review 1) what are the best ways to offer content and services to the young population by inspecting the best practices in the industry from different countries; 2) how to change the internal processes and actions by offering the suitable development methods; and 3) how to understand that the change is positive, and company is moving the right direction by finding the right tool and adjusting its KPIs for the needs of the media company. The output of this thesis is an adopted from findings KPI tool for Media Broadcasters, called the Balanced Business Scorecard, for analysing if the reach of the young population is successful. The tool is transferable and can be reused in reaching other target groups and segments as well.
Successfully reaching young audiences requires a process of continually striving to understand this target group - by empowering younger employees from diverse backgrounds in the media company, by writing and presenting content in an authentic voice, by creating strong visual components to the content, by meeting the needs of the young population for the content reach on their busy schedules, by understanding the data media companies are receiving about them, and by interacting with consumers on social media and in person.