NextGen: Reaching young global audiences

This paper explores the findings from the BBC World Service's research into becoming relevant for the global youth, which reveals that a global strategy involves an understanding of the local level.

NextGen: Reaching young global audiences

Santanu Chakrabarti, Kevin Cowan, Andy Jones

Introduction

The challenges faced by the World Service in a world of abundant news choice

The global news and media market presents a complex picture today. Middle classes are emerging and/or growing in much of the world. The cost of technology is dropping rapidly, bringing with it the promise of universal smartphone access in the future. The number of local, regional, and global providers supplying round the clock news across platforms is growing every day; and social media is playing an ever more central role in the delivery of...

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