New TVNZ channel aims to capture lost youth
TVNZ has rebranded its digital channel TVNZ6 to a youth-focused channel called U.
The new-look channel will launch on March 13.
It will be targeted at New Zealand youth aged 15-24.
The shift to youth was prompted by moves by rival broadcaster MediaWorks.
Last year MediaWorks announced it would rebrand its music channel C4 to a mainstream entertainment channel called Four, and shift TV3’s focus to 25-54-year-olds.
TVNZ head of digital media and channels Eric Kearley felt the changes at his competitor – coupled with the demise of MTV locally – left a gap in the market for youth-focused programming.
The broadcaster has formed a partnership with Facebook in a bid for integration and closer relationships with viewers.
Mr Kearley said the partnership will see New Zealand’s first “social television” experience.
U will feature a hosted block of content from 4pm to 7pm daily, driven by a live Facebook application.
“Profile pictures, people’s comments and polling activity will be automatically pulled through into broadcast.
“It’s the first true technology-driven integration of online social media with television in New Zealand.”
U will be broadcast on Freeview channel 6 and Sky channel 16.
In spite of changes to its public service broadcasting offering on channel 6, TVNZ will leave TVNZ7 largely unaltered.
See TVNZ’s reel about the new channel here and access the Facebook page here.
Hazel Phillips
Wed, 19 Jan 2011
Wed, 19 Jan 2011
© All content copyright NBR. Do not reproduce in any form without permission, even if you have a paid subscription.
New TVNZ channel aims to capture lost youth
11658