TikTok

TikTok: The bridge between broadcasters and Gen Z?

Twist and Pulse, winners of Britain's Got Talent: The Champions (Credit: ITV/Syco/Thames)

“There’s a huge opportunity for news broadcasters to tell the softer or more interesting stories through the platform – also [stories] that aren’t necessarily so time relevant. That’s basically what our audience want,” said Edward Lindeman, TikTok’s European strategy manager.

“I don't really want to go on the platform and hear about [Brexit] – but I am interested in learning new things and discovering content.”

Tony Hall stresses the importance of the BBC in an age of uncertainty

Tony Hall (Credit: RTS/Richard Kendal)

Earlier, the RTS convention had been told that, as a brand, Netflix today enjoyed the same high levels of public trust as the BBC. As for the TikTok-using, mobile-addicted members of Generation Z, the BBC looked to be completely under the radar.

Now it was the time for Tony Hall, the BBC’s Director-General, to respond. He did so in a wide-ranging, troop-­rallying speech, and argued that, in today’s age of uncertainty, characterised by propaganda and disinformation, the BBC and public service broadcasting were more important than ever.

How TV can compete for the eyes of Gen Z

Rob Chapman, Amber Gill, Caspar Lee, Timothy Armoo and Paul Bojarski (Credit: RTS/Richard Kendal)

Video-sharing platform TikTok was the word on everyone’s lips leaving the second session, “Exploring Gen Z”. Many had not heard of the Chinese-owned social media sensation, but were keen to find out more in order to reach the elusive next generation of viewers. Many market researchers describe Generation Z as those born after 1997.

Defined by session chair Rob Chapman as the generation “for whom 9/11 wasn’t a coming of age event”, Gen Z were instead shaped by the recession of the last decade.