Over the last decades Danish Broadcasting Corporation (DR) has gradually lost the youth audience on all its platforms. With a rapidly developing media landscape and dramatically changing media habits especially among youths, DR feared missing its appeal to an entire generation for good.
This called for a radical approach to media development for this difficult segment. So DR decided to turn the editorial process inside-out and start with a thorough understanding of the youth generation and define a strategy before unleashing its creative development.
Working with media and anthropology experts at ReD Associates, DR identified five main drivers of youth identity in Denmark, based on deep anthropological insights into everyday life, youth culture and media behaviors. The identity drivers was then translated into one brand platform, directions for creative content development and style/communication guides.
The identity drivers are labelled “Feeling left over”, “Being in opposition”, “Going to the limit – and beyond”, “Seeing yourselves as Masters of the Universe” and finally “Very fickle”.
The resulting brand, “DR Mama”, is launched gradually in September 2011 and full-scale in January 2012. The presentation will show methods in media anthropology, insights in youth culture and media behavior/needs – and the final product illustrated by original program formats and marketing initiatives.
Danish Broadcasting Corporation (DR) was founded in 1925 as a public service institution. Today, DR comprises tv channels, radio, web and publishing of books, CD-ROMs a.o.
Frederik Wiedemann, M.Sc.Econ, is co-founder and partner at the Danish-American consultancy ReD Associates, a global leader in people-centric innovation and business development.
Wiedemann works primarily for companies within media and technology such as Bertelsmann, Vodafone and Danish Broadcasting Corporation.
Kasper Tostesen is managing editor for Youth at Danish Broadcasting Corporation where he leads the content development for the new youth brand, DR Mama.
Before DR, Kasper worked with digital media at Microsoft, including managing the Danish MSN portal with more than two million weekly users. Kasper has an MA in Applied Visual Commuincation.
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