The worry has been established in the television channels for several years, facing the difficult mission to seduce the young, that valuable audience to which everyone has placed the elusive label. It is assumed that the fact that they do not watch TV is the consequence of a general lack of interest and of a severe attention problem. zetas and alphasthey argue, have decided to seclude themselves in a reality in which their compass is their mobile phone, a trough of easy and ‘amateur’ entertainment, which prefer professional and quality content that comes out of the kitchens of a chain.
Attributing the lack of connection of young people with television to a matter of attitude is excessively reductionist. TV and the new generations parted company at one point along the way due to the passivity of the vast majority of the channels. Yes, heThe pressure of digital entertainment seemed like a difficult barrier to overcome, but it was trusted, somewhat naively, that the attractiveness of the content and digital accessibility through on-demand television services would be enough for young people to return to the linear fold. In the long run, they have understood that the new audiences approach the audiovisual in a very different way.
Young people first of all They are not willing to embrace television consumption with the inertia and perseverance of those who were teenagers 30 years ago. Yes indeed, return to it on time, when the factors that come together make them forget the discomfort of adapting to the grill. They return when what is presented to them is relevant because of how it connects with them and with people of similar interests. When what is on the other side of the screen builds community and reinforces a feeling of belonging their mobilization seems to have no limits.
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The challenge of getting relevant content is extraordinaryespecially if one takes into account that for the zeta and alpha generations what is relevant is usually ephemeral and real. That is the second key. The things they care about are born, go viral, and die with astonishing speed.. TV is learning to be more agile, to accept the vertigo of the unpredictable, of content that is not curated and disseminated through different channels. The imperfect, the spontaneous, the politically incorrect is the glue that hooks these generations to the infinite ‘scroll’ of TikTok.
The third leg of the bank would be the stakean essential element of that experience they are looking for on a screen. twitch is the quintessence of this format that embraces the live experience without conventions, with a real interaction that turns the audience into one more element of that unique, intense and fleeting moment. It may be that none of the kids who witnessed the zasca from Casillas to Piqué in the Kings League will remember it in 30 years, at least not with the same clarity with which generation X remembers Chanquete’s death. But in that formula seems to be the secret weapon of television to recover them… even if it means saying goodbye to his legacy.