The new Controller of Yoof-oriented BBC3, Fiona Campbell has made an interesting admission in an interview with Broadcast magazine: the new Monday to Wednesday yoof-slot after the 10pm news on BBC1 isn't delivering more yoofs.
The slot from 10.35pm, previously filled with repeats of shows like Have I Got News For You and A Question of Sport, now a home for BBC3 long-form shows, is actually producing fewer 16-34 year olds than a year ago. Just below 100,000 (8.1%) of the target age group tune in each night.
Formidable Fiona, with commendable BBC agility, attempts to turn this clear failure into a triumph. "This is a perception-changing zone. If these older viewers can watch an episode of [BBC3 entertainment format] Hot Property featuring a person from Aberdeen, instead of a static studio-type show like Have I Got News For You, then that is a positive change."
Campbell also reveals that she's moving the goal-posts for BBC “There are a hell of a lot of under-35s out there and you can’t reach them all at once, so we should creatively lean towards under-25s".
And she talks about a range of new reality shows she's commissioned: “They reflect the experience of being young but are also fun and about chilling the fuck out."
Very much looking forward to the next BBC3 report to the BBC Board.
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