There's a market out there -- representing age groups spanning
four decades -- asking the network television programming industry for
some substantive, intelligent content and advertising, but the
networks apparently aren't paying attention.
PLAN, the Primelife Advisory Network, a volunteer advocacy group that
defends the 50-plus age group, recently unveiled findings from a
television programming survey sent in January to its more than 300
members in 31 states.
The survey respondents, average age 61, are -- ironically --
part of a segment that accounts for the bulk of TV-watching time and
advertising targets.
So why are they being snubbed by network TV programmers?
While the survey didn't set out to answer that question, its findings
provide marketing ammunition on behalf of seniors. It showed growing
disenchantment with network broadcasting, which is driving many
seniors to rely more on the growing number of cable and
satellite-delivered channels. This suggests that PR people will need
to focus less on network TV and more on the newer, more targeted TV
media to get their messages to the large and affluent senior market.
The findings confirmed seniors' opinions of today's TV: mindless
'trash' invading programming, poor or no representation of senior
citizens, and minimal advertising targeted towards them.
Is Change Far Off?
Of the many trade publications the survey findings were sent to,
Senior Wire news service in Denver, found it to be a promising step
toward future changes. Allison St. Claire, editor and publisher,
feels that even in the last five years, "things have absolutely
improved. We're allowed to have more senior heroes, like Angela
Lansbury, Perry Mason and Matlock."
Not everyone feels that change is on the way. George Gerbner,
founder of the Cultural Environmental Movement (CEM), says that since
seniors have a low market value and are most vulnerable, things are
only going to get worse. The movement is a coalition of over 150
different groups representing under or poorly represented people like
women, mature adults, labor parties, young adults and media groups,
such as the Screen Actor's Guild.
Markets Misunderstand Seniors
Steve Shattuck of Primelife says marketers don't understand that
"seniors are like no other age group...they grew up in the largest
growth of the media and advertising era...they're very aware of all
the techniques and shy away from hard pitches."
Advertisers, in turn, shy away from seniors, thinking that they are
too brand-loyal and thrifty, dubbing them useless targets. Programmers
follow the lead that advertisers set, shifting the focus onto the
young, impressionable trend-buying market.
Cable, Satellite Channels Appealing
As they conclude that network TV quality continues to decline,
mature adults are finding solace incable or satellite-delivered TV
channels, according to Primelife. The constant, considerable growth
of cable is somewhat due to its appeal to the mature market.
President and CEO of Primelife Frank Conaway says that an aging
society like ours cannot concentrate more on "shocking the viewer than
entertaining them," because we are "a society that indicates,
politically and socially, a swing back to conservatism." Stations
that seniors feel make up for network TV are CNN, A & E, the Discovery
Channel and Lifetime.
The Primelife Network is aiming to air a 24-hour cable network in
the fall for mature adults. There will be six original hours of
programming a day, and one Primelife Show hour a week. It will be a
variety show, with celebrity guests, product reviews, and general
"news you can use." AARP is also working with producer Norman Lear to
create a cable network, but its start-up date has not yet been
announced. (Senior Wire, 303/355-3882; Primelife, 714/744-1291; AARP,
202/434-2277)