No doubt that many 50+ viewers are exhausted by the stupid “Real TV” programs that have envaded the world of television in every part of the world. Those programs made by young people for young people reflect the “youth obsession” we face in marketing and advertising.

In Danemark, the TV station CHARLIE launched end of 2004 is clearly targeting 50+ consumers. Belonging to the TV2 group, CHARLIE transmits from 1PM to 1AM on cable and satellite. The programs and news are presented by mature speakers. (have a look : http://charlie.tv2.dk/ ).

Mature audiences are looking for different programs than young people : they do not have the same references, do not like the same musics, do not respet the same “generational heroes”, do not have the same bodies, do not have the same cultural references, do not have the same values, etc. So it is “evident” that they need another kind of television programs…

BUT, there is a BIG problem…TV producers are obsessed by young audiences, they know that advertisers and their ad agencies and media agencies are ready to spend fortunes to reach young targets present on TV… and not a single peanut to reach “OLD PEOPLE”. Because for TV channels one becomes old as soon as the age of 50 is reached!

Thus, the example of CHARLIE TV is very interesting, because it is RARE!