The public media company is also confronted with the fact that people up to the age of 29 looks for entertainment far more frequently on streaming platforms. On the other hand, the ORF can score with regionality, in-house productions, and well-known faces.
Two studies were presented to the ORF
Andreas Kratschmar, Chairman of the Program Committee in the Audience Council, presented the two studies that deal with non-fictional and fictional entertainment and are representative of the Austrian resident population aged 14 and over. It turns out that cabaret, satire, and comedy in the non-fictional field are highly valued. Those surveyed use the ORF somewhat more frequently for entertainment purposes than private broadcasters or German public broadcasters. But in terms of satisfaction with the entertainment offered, the ORF cannot stand out. “Here we swim with,” said Kratschmar. Around a third of those surveyed would like more variety. “Please try something new,” said the audience council.
ORF audience wants more variety
When it comes to fictional entertainment, it shows that streaming services are already well ahead of ORF in terms of satisfaction. When it comes to usage, Netflix and co score particularly well with up to 29-year-olds. 80 percent of this target group uses streaming services regularly, while ORF programs only use 46 percent. For people over 50, however, the ORF (75 percent) is still clearly ahead of streaming services (20 percent). Too many repetitions and little variety are criticized in the ORF entertainment program. On the other hand, references to Austria, well-known faces, regionality, and in-house productions are valued.
Entertainment at ORF should not be underestimated
“The area of entertainment should not be underestimated for the legitimacy of the ORF,” says Kratschmar. The members of the Audience Council recommend taking into account the changed usage habits of younger people in particular and further developing the strengths of the ORF in the entertainment sector – regionality and in-house productions.
Streaming services rely on fiction and documentaries
Of course, it’s difficult to compete with a specialist, says ORF boss Roland Weißmann. Streaming services rely primarily on fiction and documentaries. The ORF, on the other hand, has a broader range of information, culture, and sports. Once again he insisted on a digital amendment to make the public service media company’s offer more attractive to younger audiences, for example by ending the 7-day on-demand rule. The presence of ORF-Sport on Tiktok is also possible without a digital amendment. In any case, the ORF is launching a corresponding offer in the run-up to the World Cup. The aim is primarily to reach young people, said Weissmann.
The spirit of experimentation has also been lost abroad
Asked about big shows, ORF 2 channel manager Alexander Hofer said that the spirit of experimentation in this regard had also been lost abroad. Public media companies and private companies would largely rely on productions that they already have and carefully develop them further. “You have to have a lot of money” for experiments in the main evening. You are measured by your success. If this does not happen, the argument that you have tried something is worth little.
New ORF audience member
A new member of the audience council was also introduced on Wednesday. Josef Siffert succeeds Markus Habermann. He was sent by the Chamber of Agriculture.
