The day before the International Emmy Awards ceremony, RTL Deutschland, Seapoint Productions, Spiegel TV and Ziegler Film once again hosted the “ContenTTogether” media brunch in New York City and invited Evan Shapiro, a guest, to give a speech about the challenges of the so-called generation Z – the generation that grew up completely online – caused some discussions afterwards – both positive and negative.
With emphatic words, the sought-after media expert drew attention to what he saw as the progressive loss of importance of the media in general and of traditional television in particular. He sees this November in particular as a decisive turning point – especially with the American presidential election, which in his view was partly decided by podcasts, but also with a view to the recently broadcast boxing match between boxing veteran Mike Tyson and the successful YouTuber Jake Paul, who temporarily brought the streaming service Netflix to a standstill.
“This,” says Shapiro, “is the moment when the center of power for relevance in our culture has shifted from mainstream media to the creative industries.” At the same time, he exposed the gradual decline of large American media companies, which, in his view, were now being sold “as spare parts”.
© RTL The guests at the “ContenTTogether” event in the run-up to the International Emmy Awards in New York City.
Shapiro therefore no longer sees America as a good role model for Europe, where only about a quarter of Gen Z now watches television for an hour or more a day and trust in traditional media is declining. “Don’t look to America!” he appealed to German television producers in New York with a view to the development of the media in his home country. “Don’t use the United States as an example – unless you want an example of what not to do.”
In his speech, Shapiro referred, among other things, to public broadcasting, for which Americans only pay around three dollars per month. He sees the lack of robust public media in the USA as one of the central reasons for the increasing loss of trust. He therefore called on European media representatives to use their public media to effectively address younger generations, after all, in the future, they would no longer want to pay for it in Europe either, “unless they start using it.”
There is hope for Europe
At the same time, Evan Shapiro emphasized that it is crucial to include younger voices in company decision-making processes at an early stage, as Gez Z will soon take on leadership roles in society. Their perspectives and experiences are crucial for overcoming future challenges.
In contrast to the Americans, the Europeans still have a chance to take a different path. This is an opportunity to give the younger generation a realistic outlet for things “that are not necessarily black holes of information or misinformation.” Evan Shapiro’s appeal to German listeners: “You have a chance to save your media industry, which we no longer have.” A glimmer of hope at the end, at least.
**How can public broadcasters, often perceived as traditional and outdated, leverage new media platforms and technologies to effectively reach and engage Gen Z audiences?**
## Interview: The Future of Media in the Age of Generation Z
**Welcome to World Today News’ special interview where we delve into the future of media in the light of Evan Shapiro’s compelling speech at the “ContenTTogether” event in New York City. Today we are joined by two distinguished guests:**
* **Dr. Sarah Mendez**, Professor of Media Studies at Columbia University, specializing in youth culture and digital media.
* **Mark Olsen**, CEO of a successful Berlin-based independent production company known for its innovative content targeting Gen Z audiences.
**Section 1: The Shifting Power Dynamics in Media**
* **Dr. Mendez:** Mr. Shapiro paints a rather bleak picture of the American media landscape. Do you see the same trends playing out globally, particularly in Europe? How is Gen Z contributing to this shift in power?
* **Mr. Olsen:** Evan Shapiro’s statement about the decline of traditional media rings true, but I believe it also presents a unique opportunity for creators like ourselves. How can independent producers leverage these changing dynamics to reach Gen Z effectively?
**Section 2: The Role of Public Broadcasting**
* **Dr. Mendez:** Mr. Shapiro criticizes the weak public media infrastructure in the U.S. and urges Europe to learn from this. What are the strengths and challenges of public broadcasting in today’s media environment, and how can it better engage with Gen Z?
* **Mr. Olsen:** From your experience working with young creators, what resonated most with them in Evan Shapiro’s analysis of public broadcasting? What kind of content do you think would successfully draw Gen Z to public platforms?
**Section 3: Engaging Generation Z: The Key to the Future**
* **Mr. Olsen:** Evan Shapiro highlights the importance of incorporating Gen Z voices in media decision-making. What are some practical strategies for achieving this, and how can this benefit the industry as a whole?
* **Dr. Mendez:** How can we ensure that the content created for Gen Z is not only engaging but also responsible and promotes critical thinking amidst the information overload they face?
**Section 4: A Glimmer of Hope for Europe?**
* **Dr. Mendez:** What specific lessons can European media companies take from Evan Shapiro’s warnings to avoid repeating the mistakes made in the United States?
* **Mr. Olsen:** Do you believe Europe can forge a different path for its media industry by embracing innovation, inclusivity, and collaboration? What are the key steps we need to take to ensure a thriving media landscape for future generations?
**Thank you both for sharing your insights. This discussion highlights the urgency for the media industry to adapt and evolve in order to remain relevant and impactful in the age of Generation Z.**
