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Early, authentic engagement key for young audiences, public broadcasters hear

Media | 09/16/2016 8:56 pm EDT

MONTREAL — The key to reaching young viewers is to have content made by them, not just for them, panellists at the Public Broadcasters International conference said Friday. “The conversation must be young people to young people,” Thomas Sessner, chief digital officer of Germany’s BR, said in response to a question about interacting on social media and authenticity — a word that came up repeatedly at the two-day event focused on reaching millennial...