EPG Move Finalises Trouble’s Growth Into Adolescence

Flextech’s youth entertainment channel, Trouble, will complete its evolution from kids channel to a more adult offering next week, with its inclusion in Sky’s electronic programme guide alongside other entertainment channels such as Sky One, E4 and ITV2.

The move from the Kids category to the Entertainment section of the guide is designed to reflect the broadcaster’s increasingly adult content, with the launch of elements such as Trouble Later from 9pm attempting to attract more teenage viewers (see Trouble Rebrands With New Late Night Strand).

Explaining the significance of the move, Jonathan Webb, director of programming for Trouble, Bravo and Challenge, said : “As the UK’s pre-eminent entertainment channel for teens, Entertainment is Trouble’s natural home. Today’s teens are young adults with adult aspirations and viewing choices. Our programming fully reflects our audience – optimistic, sexy, up for it entertainment.”

Celia Taylor, deputy controller, of Trouble added: “We are already a dominant player in the teen market and we plan to get more ambitious and take on other channels.”

Trouble’s schedules have been the recipient of much investment in recent months, with the station’s peaktime output now including hit US shows such as My Wife and Kids, The Hughleys, So You Think You Can Dance and new comedy, Cuts.

Imported Australian drama The Secret Life of Us and the second series of Summerland give Trouble Later a firm target of 16-24 viewers, the broadcaster claims.

The evolution of Trouble’s programme strategy follows two years of research into the youth market, with the broadcaster employing trend experts, Headlight Vision to find Britain’s youth growing up faster than ever.

Flextech: www.Flextech.co.uk