Nachwachsender Rohstoff

Dass ARD und ZDF bei Jugendlichen nicht sonderlich hoch im Kurs stehen, ist bekannt. Wie groß das jugendliche Desinteresse an den öffentlich-rechtlichen Sendern jedoch ist, führt eine Grafik aus der MINTiFF-Studie „MINT und Chancengleichheit in fiktionalen Fernsehformaten“ drastisch vor Augen: Selbst bei Gymnasiasten gehören ARD und ZDF für gerade einmal 10 Prozent der Befragten zu einem ihrer drei Lieblingssender.


Nun klagt man schon lange über die Überalterung der Zuschauer der öffentlich-rechtlichen Sender. Bei der ARD liegt der Altersdurchschnitt derzeit bei 60 Jahren, beim ZDF sogar inzwischen bei 61 Jahren. Allerdings liegt der Altersdurchschnitt der Sat.1-Zuschauer ebenfalls bei nicht gerade jugendlichen 51 Jahren.

Sterben den öffentlich-rechtlichen Sendern also in absehbarer Zeit die Zuschauer weg, wie immer wieder gemunkelt wird, oder handelt es sich bei Senioren um einen „nachwachsenden Rohstoff“, wie Benedikt Röskau es pointiert ausgedrückt hat?

Dass sich die Mediennutzung mit dem Alter verändert, dürfte unbestritten sein. Wenn ARD und ZDF ein für ältere Menschen attraktiveres Programm bieten, das sie bei den Privatsendern nicht finden, werden die Öffentlich-Rechtlichen möglicherweise auch weiterhin ein Publikum finden. Insofern ist die von ARD und ZDF angestrebte Verjüngung ihres Publikums vielleicht nicht ganz unproblematisch, denn wenn sie dadurch ihr derzeitiges Stammpublikum vergrätzen, könnten sie schnell zwischen allen Stühlen sitzen.

Andererseits ist es schwer vorstellbar, dass eine Generation, die vollständig durch Privatsender und Sendungen wie „How I Met Your Mother“ sozialisiert wurde, im Alter auf einmal „Um Himmels Willen“ in der ARD sehen will. Bis dahin ist es allerdings noch ein weiter Weg.

77 thoughts on “Nachwachsender Rohstoff

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