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Youth Perspective 7: The Importance of Television

This annual conference provided key insights into the ever changing market of 18-26 year olds, giving a real sense of the essence of today's youth. Presentation by Alex North

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Now that alternative youth culture is mainstream and kids have become more complex and indefinable, how can a marketer reach them in terms of understanding and selling in fresh ways, without inviting rejection?

Alex North looks at the importance of television and the role it plays for todays youth. The attitudes towards the various channels, programmes and TV advertising is examined with a closer look at channel 4 as it aims to understand this key demographic.

Contents include:

Influences on viewing; Most talked about subjects and TV programmes; Channel shares; Opinion on adverts and programme sponsorship

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