NewsLine Column: Making Student Media Work
In an economic downturn and an increasingly cluttered media world, reaching niche target groups via innovative media channels is more important than ever. Peter Miles, CEO of student union entertainment network, JVTV, argues that students are becoming one of the most attractive target groups and asks why so many “big ideas” aimed at this niche have failed to hit the mark.
Anyone who went through higher education will not be surprised to hear NUSSL (National Union of Student Services Ltd) say that 40% of 18-21 year olds’ leisure time is spent in the union bar.
In the past many have tried to deliver advertisers a means of reaching this target, through broadcast media, in a relaxed atmosphere where advertising clutter is minimal. If students are spending most of their time in the union bar, then create a medium that targets them specifically in that much loved outlet.
Many previous attempts to tap this market have failed due to fundamental misunderstandings about the structure of the student union network in this country. However, JVTV has spent the last two years working with individual student unions and has already signed more than 40 unions accessing over three-quarters of a million students – launch target is over one million.
Plasma TV screens in student union bars nationwide will be available from ‘freshers week’ in September 2003 and four universities – Leeds, Loughborough, Manchester and London – will form the basis of an already over-subscribed test launch that starts this week.
Importantly, specific programming will be “locked out” to ensure that brands can be associated, for example, with particular sports programming or a promotion that can run over a specific period (eg Duff Beer – £1.00 a pint for the next half hour).
The Rugby World Cup in Australia is a classic example of a closed environment opportunity where the union bars will be open to coincide with the early morning kick-offs. Programmes will include content produced by students for students, harnessing the talent of their media, art and design faculties (eg university sports, fashion shows, adventure, local bands). SMS promotional tie-ups are also expected to play a major part.
Independent research conducted by SRA throughout the test period and beyond will be available for potential advertisers.
So why is JVTV hoping to succeed where others have failed? Our concept, product and technology have all been developed in association with students, for students. Today’s students are discerning, discriminating media consumers who understand niche marketing. Let’s market with them, not at them.
Fingers crossed.
If you would like to respond or make further comment on this or any other NewsLine article, please email [email protected]
Subscribers can access previous articles by NewsLine columnists in the Columnist Archive – click button on left.