Media & Mass Communication, Volume 3, 2014

Abstract: Two major mandates for aboriginal TV stations are to pass on traditional cultures and to heal the disruptions in identities between generations. But first the programs must attract young aboriginal audience. This study employs secondary data analysis and in-depth interviews with seven managing officers of APTN and has found the following strategies for reaching youth audience: making people under 35 as target viewers, broadcasting more than 50% of their programs to the youth, obtaining streaming rights and developing online marketing strategies, interacting with younger audience using social media and games, broadcasting aboriginal festivals and music concerts with social media participation from the youth, building a program website and let the youth interact with the TV station and with other viewers, bringing programs into aboriginal communities and let the youth tell their own stories, and avoiding the use of teacher-like educational voices when presenting cultural heritages.