CHILDREN, TEENS AND NEW TELEVISION
FICOD has supported this year the festival “El Chupete” to highlight the creativity and social responsibility that requires the use of new technologies. The television and advertising are living an unprecedented change with the emergence of the new digital media platforms and the increase of connected devices. From “El Chupete” they fully explain this phenomenon:
Expansion of smartphones, tablets and SMART TV has changed the way spectators consume television products is a confirmed and unanimous fact. But when we stop to analyze child and youth spectators, these changes abecome more latent. We have gone from the “idiot box” to the “Smart tv”. The new generation understands the TV like something you would see anywhere, anytime, as you want. It is confirmed that it can be performed on-demand programming and long spots batteries lose efficiency. Now the brands must be relevant and produce contents that do not interrupt your tarjet audience and interest them. The new TV should be more social and interactive, children and teenagers value the conversation, demand an interaction between them and the contents.
From “El Chupete” we have identified that interactivity is the challenge of this era for the networks, who must learn to integrate the use of the second screen to the very act of watching TV, in order to achieve a more complete and interactive experience for the audience. The new generation is also multimedia and multi-screen and traditional media must adapt to it to stay strong in a landscape increasingly dominated by speed, personalization and choice.
In the Conference of the 10th edition of the International Festival of Advertising and Children’s Communication “El Chupete”, it has addressed this issue from five points of view: 1.Social: there is no time to see the television after a meal. Now everyone chooses what to see, when to see and where to see in his particular device. 2. Advertising: Advertising can no longer be intrusive, rather than interrupt it should become part of the content. In addition there are no longer large audiences to whom direct a commercial message, now it should be an advertising designed for a more exclusive target. 3. Technology: The new generation is multimedia and multi-screen and traditional media must adapt to it to stay strong in an outlook increasingly dominated by speed, personalization and choice. A positive approach to how technology can help children and youth. 4. Communication: interactivity is the challenge of this era for the networks, who must learn to integrate the use of the second screen to the very act of watching TV, in order to achieve a more complete and interactive experience for the audience. 5. Entertainment: Individual or collective, just take a look of the possibilities of each device to confirm how it can be a tool for relaxation, entertainment and learning at the same time. An entertainment never before so accessible to the consumer.
There are many challenges and opportunities facing us through mobile communication, as we can connect at any time, we can create an easy content to share and we can reach younger audiences who “were born” with a mobile phone. Therefore it is necessary to work towards the integration of mobile media into other channels and platforms, finding differentiating elements which create added value and presents an appropriate content for all these smaller screens.
We are in the era of the “Homo Digitalis”, said Claudio Biern, President of the jury of “The Pacifier” in its 10th anniversary, and this is an indisputable reality that we need to assume to interpret the new demands of children communication.
Rodrigo Ron Zorzano
General Directo of “El Chupete”