How to grab the attention of Generation Alpha

TV’s youngest viewers – known as Generation Alpha – are going to be particularly demanding.

Born after 2010, there are impatient digital natives who expect content to be delivered to them instantly and seamlessly on mobile, TV or tablet. They have short attention spans and are more interested in on-demand rather than linear content.

So said a panel of kids TV experts at IBC’s Audiences conference track. The secret of appealing to Gen A, loosely defined as the kids following Generation Z, is “they really value authenticity and relevance”, said Beano Studios director of digital content strategy and operations Jodie Morris.

“They are going to grow up smart and digitally savvy and will be able to spot clickbait a mile away. They will value the brands which talk authentically to them, won’t trust those that don’t, and will grow up not trusting them.”

“They value real life experiences rather than…