How can media companies reach and engage younger audiences?

BBC Academy Fusion presents new research by the Reuters Institute Study of Journalism on how young people consume news and what they expect from the mainstream media. The research, which is based on qualitative interviews with more than 70 young people in the UK, the US and Brazil, explores the fragmented ways in which under-30s engage with news nowadays, including the growth of visual networks such as Instagram and TikTok.

This event will explore issues such as news avoidance, weaker connections with mainstream media, and the rise of influencers. The presentation will be followed by a panel discussion with young journalists and editors Vice News, The Sun, News Movement, and the BBC who are at the forefront of the battle to reach younger audiences in both the UK and United States. Drinks will be served at the end of the event. Keep in mind that physical space is limited so please only book if you are planning to come on the day.

Who will be speaking?

• Konrad Collao, Founder, Craft Research Agency. Craft specialises in using audience research to help media, technology and entertainment clients across the globe anticipate and respond to change.
• Nic Newman, Senior Research Associate at the Reuters Institute and lead author of the Digital News Report since 2012 as well as the Institute’s annual Journalism Trends and Predictions report. Founding member of the BBC News website and former head of Product and Technology for BBC News.

On the panel...

• Sophia Smith Galer, Senior Reporter Vice News. Her pioneering use of TikTok won her ‘Innovation of the Year’ at the British Journalism Awards as well as a spot on this year’s Forbes under 30 list. She has been named as one of Vogue’s 25 Most Influential Women in 2022.
• Valentina Park, Head of Audience, The News Movement. With 10 years of experience in social, Valentina leads audience development at The News Movement, a new media business providing digitally engaging news and useful information for the next generation of consumers.
• Nadine Forshaw, Head of Reader Identity and Engagement, The Sun. Formerly Head of Social Media Strategy, with over seven years’ experience, Nadine has defined The Sun's approach to new social platforms, maximising opportunities to reach existing and new Sun readers.
• Kevin Ponniah, Senior News Editor – Live, BBC News website. Kevin leads a team of 30 journalists that is focused on fast-moving, live digital coverage of the biggest UK and global news stories. Attracting younger, mobile-first audiences is a key part of the brief, with an emphasis on developing more personable, useful and interactive editorial treatments on a wide range of stories.