Ricky Ow General manager, SPE Networks Asia
What are the key trends in youth programming currently?
Talent search and reality-based programming are attracting the youth, but the appeal is declining. There is just too much of the same. Only high quality shows will last.
When does product placement in programmes targeting young people become ethically dubious, if at all?
Youth today are very discerning. It is not so much an ethical issue, but more a turn-off for viewers, who see it as unnatural and overly commercialised.
Do media agencies have a role to play in developing content for a youth audience?
Agencies develop commercial messages to be delivered to consumers. The youth audience expects to be entertained, forcing media owners to compromise on commercial messages — which would otherwise compromise entertainment quality. Branded entertainment could be the next big wave.
How can youth programming retain and attract viewers when most young people are going online for entertainment?
The internet does not steal viewers from TV. In fact, it makes the show bigger. It is a platform that connects youth and allows for interaction to drive even bigger viewership. The winners are the ones that know how to connect mobile and internet to their programming.
If you have children, are you concerned with how much television they watch?
Bringing up kids is about imparting values. Asking them not to watch TV is going to alienate them, and their rebellious streak will make them want to watch more. It is more important that we tackle the root of the problem — teaching them to differentiate between reality and entertainment, and decide on their own what is good or bad for them.
What were your favourite TV shows when you were young?
Simon Woodward Regional investment director, MindShare Asia-Pacific
What are the key trends in youth programming currently?
The main trend is a diminishing audience. In terms of programming, it's reality shows, music, sport and comedy, and some that combine all of these. But networks are struggling to keep audiences engaged. Those that do, focus on the above themes, integrated with other media, with follow-up on the internet, events and so on.
When does product placement in programmes targeting young people become ethically dubious, if at all?
Obviously if you're selling fags to young kids or Gordon's Gin was sponsoring a show, that's wrong, but that just doesn't happen. Young people are cynical and have grown up with branding and commercial activities, so they're able to spot clumsy product placement in a show, and it damages the programme's and the brand's integrity.
Do media agencies have a role to play in developing content for a youth audience?
Most definitely. Media agencies have an established trading relationship with the broadcasters, particularly if they have an in-house content team that ensures that product is integrated effectively, and is scheduled and placed effectively with the right broadcasters at the right time.
How can youth programming retain and attract viewers when most young people are going online for entertainment?
Television is more accessible than the internet, so if you're able to promote and gain brand association with a particular programme, people will make an appointment to view, and integration with other media is the key. You can't just retain and keep viewers away from online or other media, so the best way to do that is to integrate your proposition.
If you have children, are you concerned with how much television they watch?
I'm expecting at Christmas. I'd be concerned about how much television my children watch, but I would be equally concerned about the amount of time that they spend online, because it is so much less controlled than TV.
What were your favourite TV shows when you were young?
I used to watch The Tube, a slightly anarchic show with live music, the Young Ones and Comic Strip Presents. Music drives an incredible connection with people.
