E4 tries on second Skins for Generation “Why Should I Care”?

E4, the UK entertainment channel, created a hit youth TV show, Skins, using MySpace and user-generated content in an integrated multimedia campaign.

E4 tries on second Skins for Generation Why Should I Care?

Sarah Martin  Marketing Manager, E4 and Entertainment, Channel 4

Cameron SaundersHead of Marketing, Digital Channels, Channel 4

Like all good myths, the idea that young audiences are abandoning TV continues to thrive despite considerable evidence to the contrary (see, for example, Five myths about TV advertising, Market Leader, Autumn 2007).

Rather than reveal some generational exodus, hard, long-term data about UK TV viewing habits among 16-34...

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