ABC New Media has recently conducted research into what ‘youth’ (14-24 year olds) think of the ABC, and how they use the internet.
The research took place as part of the introduction of FLY TV and its associated website. Some of the focus group found the word ‘youth’ offputting: ‘That’s their name for us’. ‘I wouldn’t look at anything called youth,’ said another, fearful that this could well signify educational content.
Many 14-24 year olds accepted advertising as a fact of their lives, did not find it irritating and used it as a source of information. As the ABC is rarely advertised, there was consequently a lot about the ABC they’d never heard of. Some had never listened to Triple J.