INITIAL PROPOSAL > BBC Switch

[ TOPIC AREA 2: CHILDREN & THE MEDIA ]

In the New Media era, broadcasters are growing fearful of losing teenage or 'youth' audiences. For commercial broadcasters, targeting this group should reap rewards later on - 'brand loyalty' suggests today's teens will prove loyal viewers of the future. For PSBs like the BBC, they feel an obligation to provide programming for this audience. Thus, the BBC launced 'BBC Switch' in October 2007 to carter for 12-16 year olds (CBBC had its focus redefined to focus on 7-11s). But should the 12-16 age group have media speicifcally produced for them, or does this age range now fall under the catchment of mainstream 'adult' television. Programmes such as Skins are promoted to a young adult audience (in fact, the average age of a Skins viewer is 35), but are watched by teenagers and young people too. So are the programmes produced under the BBC Switch brand necessary?

BBC Switch covers television, radio and online. An online portal is found at bbc.co.uk/switch, Sunday afternoons on BBC Two are now under the BBC Switch brand (inc. US drama Falcon Beach and flagship music programme Sound) and the whole BBC Radio 1 Sunday evening schedule (inc. the Sunday Surgery and 'Switch with Annie Mac'). Are these services used by young people or are they even aware they exist? And do they fulfil what they want in the new 'non-linear' online world?

This proposal therefore examines whether this age group should be an audience in itself, or whether they are better catered for by exisiting programming on channels like MTV1, E4 or even prime time ITV1 and BBC One.

By examining viewing diaries of 12-16 year old's media consumption, I will be able to ascertain any trends and patterns relating to programmes aimed specifically at their demographic or programmes with wider audience appeal. I could deconstruct BBC Switch programming and compare it to mainstream shows like The X Factor, The OC or Skins. By doing this, I can investigate whether or not the distinct 12-16 year old demographic exists and, if so, what content they really consume and want.