Advertisers and television programme makers fall short in their portrayal of older people, according to a new survey published today by the Independent Television Commission (ITC) and Age Concern. The results of the report, called Age in the Frame, show that, despite a changing market, stereotypical images of older people prevail.
Thus the “grumpy” old man or “sweet” old woman are the most common portrayals of older people, according to the findings. While focus group respondents recognised that programme-makers have to rely to some extent on stereotypes, they feel it is unfortunate that these are often the only significant way in which older people are represented on TV and want a rounded, more varied portrayal.
They also resent being pigeon-holed as the Songs of Praise generation when they have a wide range of viewing interests. Indeed, the research confirmed that older people are the most voracious TV viewers, with a third of all respondents over 65 saying they watch more TV than they did ten years ago.
“People our age like the same things as anybody else, we don’t suddenly find all we want to watch is Songs of Praise. We like the same things we liked when we were younger. I Like The Royle Family and Have I Got News For You, just like my grandson,” said one respondent.
Over half of all over 65’s questioned said that they feel under-represented on TV, and older women, in particular, are absent from television programmes, according to the report.
Viewers in their fifties and sixties have higher expectations than those over 70 and it is these age groups which feel particularly strongly about their portrayal by the ad industry, which, they believe, shows a narrow, idealised version of the “consumer”. They want advertisers to change their attitudes and the images they use over the next 5-10 years, to reflect the profile of the their changing market.
ITC chief executive Patricia Hodgson, said: “Television needs to serve and represent older viewers as well as every other section of the population. This doesn’t always happen and the ITC, with Age Concern, is encouraging broadcasters to recognise why it is in their interests to do so.”
ITC: 020 7255 3000
