The Polish public broadcaster TVP has upped its viewing figures by targeting each age group with “one simple and smart idea”.
Speaking during a panel discussion at NEM 2019, Marcin Skabara – deputy director of programming department, TVP, said that its aim was to encourage young viewers who tend not to watch TV to do so without losing the more traditional audience.
By putting programming at the centre, with “why” more important than “what”, its ‘let’s be together” campaign involved such elements as new scheduling, deep changes in the content creation process and offering sport, including live events, on FTA channels.
It had resulted in the public broadcaster’s two main channels TVP1 and TVP2 securing a combined 15.5% share of viewers aged 16-24 in the first half of this year.
Meanwhile, TVP group as a whole saw its audience share increase from 28% in 2017 to 28.3% last year, while that of its two main competitors Polsat and TVN fell from 23.9% to 23.4% and 21.8% to 21.6% respectively during the same period.
TVP operates a total of 12 channels, while Polsat’s portfolio consists of 27 and Discovery/TVN’s 22.
In his presentation, Skabara also spoke about the importance of using adopted technology in a way to not alienate older viewers; HbbTV as a way to target millennials and other young viewers in an attractive and subscription-free way; developing a modern, easy-to-use and free VOD service; and partnering with major VOD players to make content widely accessible
