Dennis Glintborg, Editor at DR Ultra
DR contacted us because they were looking to launch a new online radio for kids, and wanted to know their target group better. Traditionally, DR categorizes their content either as TV, radio or web. So naturally they asked us to look into the radio-habits of kids. However, as we started talking with the 10-12 year olds, we realised the kids just couldn’t relate to the radio because it is not a part of their lives.
So, instead of focusing on radio habits, we broadened our scope to look at how the kids use media generally in their everyday lives.
We conducted a number of ethnographic interviews by pairing up good friends, participating in school days and evenings at home with the family. Through the combination of in-depth knowledge gained from the interviews, and the observations in ‘real life’, we began to see a clear picture of a different way of engaging with media and content.
Based on our analysis, we provided a number of recommendations on how DR could adjust and fine tune its perspective, and create new media content that kids would actually be drawn to.
We envisioned the new product as a multitude of universes, each based on a theme of content. Instead of separating visuals, sound and social content by platform, we mixed them all together and presented the kids with a complete landscape from which they could curate and remix their own customized experience. This gives them the opportunity to adapt the content to the context they are in, and create a platform that supports their own way of learning and teaching within their group of peers. We sorted the specific recommendations across three main categories; approach, format and content, to make it actionable for the designers at DR to work with.
That’s how we flipped the initial problem: kids don’t relate to radio, into the solution: stop thinking in platform categories, and start thinking in flexible universes of content.