Dedicated TV channel for the older generation

Blog posted

30th June 2010

At last, a communication channel which is tailored to the older audience. Vintage TV, aimed at the over 50s, is due to launch in September on Sky and Freesat.

And while the older age group doesn’t particularly want to be singled out for special attention – after all, the majority share the same views and opinions as people half their age – it is comforting to know that the television powers that be do see real value in providing a dedicated channel for them.

We communicate with an older audience on a daily basis and it’s not until you start to work within this age group that you realise what a poor relation they are when it comes to the field of communication.

Yes, there’s Saga magazine and Gold Radio, if you happen to be in the right transmission area to tune in, but dedicated news and entertainment channels are extremely limited and, in many cases, non-existent.

Despite being the largest section of the population with this total growing by the day, newspapers in particular refuse to give dedicated provision to the grey market. Retirement features are a rare occurrence and ‘older people’ news items are seriously lacking.

Is it because getting old isn’t a ‘sexy’ subject? Is it because the older generation isn’t viewed as a target market worth pursuing? I would disagree with both of these statements. This age group holds a majority percentage of the nation’s wealth, they represent an ever-increasing powerful voice, their views and opinions are more valid than ever before.

Perhaps Vintage TV is a step in the right direction. We look forward to seeing what it has to offer…

Sarah Burgess
Sales and Marketing Director