Is S4C Prioritizing Digital Content in Its Strategy?

S4C is set to place a greater emphasis on 'digital-first' programming as part of its new five-year strategy leading up to 2030. With nearly £1 million being invested in new content for YouTube, the channel has acknowledged the need to engage those who feel "less confident in their Welsh". This shift may, however, lead to a reliance on repeating existing programmes and reduced original content on traditional linear television, as S4C focuses on creating content that meets contemporary viewing habits.

Last updated: 17 October 2023 (BST)

Key Takeaways

• S4C is shifting to a 'digital-first' content strategy by 2030.
• Nearly £1 million will be invested in new YouTube content.
• Focus on reaching audiences with varying confidence in Welsh language.
• Potential for increased programme repetition and less original content on traditional TV.
• Emphasis on expanding audience reach and enhancing S4C's profile.

The Shift to Digital-First Strategy

S4C's new strategy reflects significant changes in media consumption, driven by evolving audience preferences and digital advancements. The current strategy, running from 2022 to 2027, will be replaced to better address the "unprecedented" changes in the media landscape. This decision comes amid financial uncertainties related to the upcoming licence fee review in 2027 and growing competition from international streaming services and digital media.

Why Digital Matters

The digital-first approach is designed to ensure that S4C remains competitive, innovative, and relevant in a rapidly evolving landscape. According to S4C's recent figures, 14% of viewing hours are now sourced from platforms such as iPlayer, S4C Clic, and YouTube, indicating a clear shift in viewer habits. Notably, the growth among younger audiences is even more pronounced, with a third of those aged 16-44 now engaging with content through digital platforms, predominantly via televisions.

New Leadership and Strategic Direction

The recent appointment of Delyth Evans as S4C's new chairperson marks a pivotal moment for the broadcaster. Following a tumultuous period that saw former chair Rhodri Williams step down in 2024, Evans has expressed the importance of demonstrating leadership and ambition. She highlighted the need for S4C to provide value for money and maintain high-quality content standards.

Evans' Vision for S4C

At the strategy launch, Evans stated, "We must show that we are at the forefront." This sentiment underscores the urgency for S4C to adapt and evolve, ensuring that they do not remain stagnant in a dynamic media environment. The focus on digital-first content aligns with her vision of maintaining relevance and enhancing the visibility of the Welsh language in the digital age.

Targeting Diverse Audiences

One of the core objectives of the new strategy is to expand the reach of S4C’s content and elevate its profile. This involves targeting specific audiences and tailoring content accordingly. The investment in YouTube content aims to engage viewers aged between 25 and 44, acknowledging the necessity to diversify programming to cater to different demographics.

Content Strategy and Audience Engagement

To facilitate this digital transition, S4C plans to encourage greater online viewership, increase the use of live streaming, and retain programmes on on-demand services for longer durations. The introduction of exclusive digital-only programming, such as the upcoming vertical drama 'Yr Alwad', set to be released on TikTok, exemplifies this shift.

Challenges Ahead for S4C

While the new strategy presents exciting opportunities, it also poses challenges. As Geraint Evans noted, producing high-quality content for S4C is becoming increasingly difficult. The emphasis on digital platforms may lead to less focus on traditional linear television, which could alienate loyal viewers who prefer conventional broadcasting.

Maintaining Welsh Language Standards

Despite the shift towards digital content, S4C has assured audiences that there will be no changes to their language policies. Evans confirmed that the channel's existing language guidelines will remain in place, ensuring that Welsh language standards are upheld across all platforms. The flexibility within current guidelines allows for different language styles to cater to varying audience expectations.

Collaboration with Industry Stakeholders

As S4C embarks on this new strategic direction, collaboration with industry stakeholders will be crucial. Llyr Morus, Chair of the Independent Broadcasters Wales (TAC), welcomed the establishment of a clear strategy for the future. He emphasised the importance of close cooperation with TAC and the broader production sector to successfully implement the strategy and ensure content availability across various platforms.

Conclusion: What Lies Ahead for S4C

As S4C transitions to a digital-first model, it must balance innovation with the preservation of its core values and audience connections. The ongoing evolution of media consumption habits necessitates a strategic response, and S4C's commitment to quality and accessibility will be vital in navigating this landscape. The question remains: how will S4C adapt to meet the expectations of a diverse and changing audience while staying true to its mission in promoting the Welsh language?

#S4C #DigitalFirst #WelshLanguage

FAQs

What is S4C's new strategy about?

S4C's new strategy focuses on a 'digital-first' approach to programming, investing in content for platforms like YouTube and TikTok to engage a broader audience.

Why is S4C investing in digital content?

The investment in digital content aims to cater to changing audience behaviours, specifically targeting younger viewers who increasingly consume media online.

Will there be changes to the Welsh language policies at S4C?

No, S4C has confirmed that its existing language guidelines will remain in place, ensuring that Welsh language standards are upheld across all content.

How much is S4C investing in new content?

S4C is investing nearly £1 million in new content specifically for YouTube to attract and engage a younger demographic.

What challenges does S4C face with the new strategy?

Challenges include the potential reduction of original content on traditional television and the difficulty of producing high-quality programming amid increasing competition.