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Michaela Javorsky, Editor Programme Development and Quality Management
#28 How is digital transformation changing entertainment?
How can the transformation of ORF into the digital world succeed with regard to entertainment?
In the transformation, or rather the transition of entertainment content from
analogue to digital, three points are essential:
- Right content for the target audience,
- if possible: integration of interactivity
Moving images can be offered via different distribution channels. Whether it is a TV channel, a platform or a communication tool, it is important that the
content is suitable and
geared to the respective audience and that the
packaging is adapted to the distribution channel.
It makes no sense to offer TV productions 1:1 online. It is important that digital formats are short and concise, because the attention span online is much shorter than in front of the big screen. The dramaturgy of digital formats is different: The build-up of tension has to be fast, the users have to be captivated by the content in the first few seconds in order to stay tuned. Digital reaches an audience that watches little or no television - primarily younger people.
But not only the packaging is important, also the right content - the younger audience is reached with different content. You have to immerse yourself in the user's world, show them that their priorities are understood and also provide them with assistance - especially in the area of factual entertainment, this is very possible.
In any case, one must avoid offering TV formats only as short online clips - no, new ways of playing are needed and, if possible, the integration of interactivity. Online, there is the possibility of getting users to interact - as an example, TikTok - the idea behind this platform can be used wonderfully as a casting tool for shows. Online, there is the chance to get in touch with users directly, to take up suggestions and to implement them quickly.
In short, the transition of entertainment content to digital is a wonderful opportunity, but also a great challenge that we look forward to.
