NEWS NEXT
Published on Nov 20, 2015
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PRESENTATION OUTLINE
13-17 year olds are not watching TV in larger numbers than ever before.
As expected, those in their teens (13-17year olds) did not experience a boost during the GFC. But viewing among this age group has experienced a significant and sudden drop in 2013
Photo by Gueоrgui
18-29 viewers have been declining over time, and are now at record lows.
18-29 year olds have been consistently declining over the last 3 years with 2013 hitting an all time low
Photo by guilherme-pavan
WHY DO WE CARE?
These are the eye balls that back fill the pipeline to the rest of our business.
With an ageing audience, and younger viewers choosing to consume content in different ways TVNZ needs to find a vehicle to engage with younger content consumers.
Photo by Johnny Vulkan
WHAT DOES THIS HAVE TO DO WITH NEWS?
News sometimes feels like the canary in the coal mine, what's happening in the news space seems to reflect the rest of TVNZ's performance, especially TV One.
Photo by zilverbat.
NEWS AUDIENCE
- News viewers are aging
- The news audience is not being back filled by younger viewers
- News viewers are a vital part of TVNZ's revenue making ability
Photo by HckySo
who'S looking after the kids?
AND HOW ARE THEY?
So while younger viewers are watching less and less free to air TV, it seems they are consuming evermore content from elsewhere.
So where from, and what kind of content?
So where from, and what kind of content?
Photo by Homies In Heaven
"WHO'S HEARD OF VICE MEDIA? WILD, INTERESTING EFFORT TO INTEREST MILLENIALS WHO DON'T READ OR WATCH ESTABLISHED MEDIA. GLOBAL SUCCESS."
-Rupert Murdoch
Photo by Amir Kuckovic
VICE
- Vice grew out of a youth culture magazine
- I'ts core demo 18-34 year olds
- 60% male 40% female
- Vice makes original news and documentary content
- Their content is often first person magazine style reporting
Vice's main YouTube channel boasts 4.4 million subscribers and 417 million views. Bloomberg reports that the company is on pace to hit $1 billion in revenues by 2016 with a potential market value of $28.9 billion (for comparison, Twitter's current market cap is $25.5 billion).
Photo by Texas.713
COMPLEX
MAKING CULTURE POP
Graffiti artist turns media mogul, brainchild of Marc Ecko.
Photo by somegeekintn
COMPLEX MEDIA
- Complex reports on trends in youth culture
- A multimedia platform for young male consumers
- 2014 In OnMedia's 100 Top Private Companies
- Grew out of a print magazine in 2002
- Makes, and is making more original video content
Complex Media, the style and entertainment network for men which owns Complex magazine, is more than a decade old.
During that time, it has grown into a profitable web business with nearly 90 million monthly readers and 931 million monthly page views across its network of 100+ publishers.
During that time, it has grown into a profitable web business with nearly 90 million monthly readers and 931 million monthly page views across its network of 100+ publishers.
Photo by ctaloi
BY GIVING THEM WHAT THEY WANT
- News told in a magazine style
- News that resonates with them
- Available when and where they want
Using new media tools and platforms these two companies have managed to not only connect, but also engage with the very audience that seems to be disengaging from our FTA offering.
How?
By telling stories directly related to that audience, and delivering to them in a format that appeals to the, everybody is a media maker generation. First person, reporter filmed, and edited magazine style.
Then putting it on platforms that make it available when and where they want it, and in a way that they can truly engage through sharing, or even adding to.
How?
By telling stories directly related to that audience, and delivering to them in a format that appeals to the, everybody is a media maker generation. First person, reporter filmed, and edited magazine style.
Then putting it on platforms that make it available when and where they want it, and in a way that they can truly engage through sharing, or even adding to.
Photo by pasotraspaso
THEN MONEYTIZE THE HELL OUT OF IT
Then they squeeze every last cent out of it that they can.
Photo by aresauburn™
THERE'S NO FEAR HERE
- Native advertising
- Integrated content
- PPC
- Top and tail branding
- Show sponsorship
There's no fear here, this audience knows what they want to see. Whats-more they don't mind if its also an attempt to sell to them, but you better make sure its what they want.
This is a group that has no problem with integrated content, as long as it's content that resonates. In fact they are a group that wants to be engaged by their favorite brands, as companies like Vice and Complex have shown.
This is a group that has no problem with integrated content, as long as it's content that resonates. In fact they are a group that wants to be engaged by their favorite brands, as companies like Vice and Complex have shown.
Photo by photographerglen
NEWS NEXT
- Use Ondemand as a platform for News Next
- A section of Onenews.com with different branding
- Produce original targeted content using new media tools
- Reversion current news content
- leverage current production resource
Putting the content on Ondemand and using separate branding from Onenews.co.nz removes some of the constraints around integrated and native content
This also gives News the opportunity to try and gain experience in the use of new media tools, without impacting OneNews.
This also gives News the opportunity to try and gain experience in the use of new media tools, without impacting OneNews.
Photo by Ewan McIntosh
