INPUT / … / … / Reaching Out to the Youth

Public Service Broadcasters are so tied up with actually reaching out to a younger audience that they sometimes forget why they are doing so. By making the young audience rely on the good quality of a public broadcaster, the future tax (or licence fee) payers are instilled with an understanding of the value public service broadcasting has to the societies we live in. Not only can broadcasters listen when their audience talks back – as the digital natives expect; they can also play an active role in the identity building process without the audience noticing it. Interacting with the audience sometimes seem difficult from the point of view of the broadcaster. But they have a long tradition of looking after their audiences – and sometimes the answer to a dilemma, is simply to do what you can do best: In this case it is in providing quality.