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Real Life, Real Results

It wasn't so long ago that MTV pioneered a show called 'The Real World,' but it might seem like a different era. There was simply not a lot of reality-based television at the time. The closest show was 'Cops,' and perhaps the new version of 'Candid Camera' or 'America's Funniest Home Videos'. Reality-based programming was seen as cheap, and maybe a little dull, compared to fiction-based television. 'The Real World' was different - it dared to show actual people leading a complete life (or at least the most telegenic parts of it) and had more of a documentary feel to it. It wasn't packaged into quick bits. It was a show that wanted viewers to get to know people, to understand the characters and their interactions over several episodes, not just laugh for eight seconds at a man getting nailed in the groin with a football. This was reality on television.

'The Real World' became a big hit for MTV, and soon after, imitators emerged. The Internet played a big role in this, and as soon as the line had been erased between reality and entertainment (or at least between reality and content), everyone wanted in on it. Ordinary people - usually younger people, were attaching web cams to their computers and showing the whole world their lives, 24/7/365. People started treating their very existence as programming.

The Internet allowed viewers to interact with reality in a radically new way. If that sounds a little ridiculous, it should. The World Wide Web gave people the ability to observe reality, albeit other peoples' reality. And this, truly, is the biggest trend of any we've seen in recent years.

Young people believe that through the 'net' they can connect to anything, but particularly with those programs, networks, brands or icons that feature real people. The gap between celebrity and reality has been successfully bridged. Youth see themselves, or people exactly like themselves, in the media and expect to be able to interact with the people they're watching.

This year saw the development of the biggest reality-based hit ever, of course, in 'Survivor,' a television series largely credited with saving the CBS network by introducing a younger viewer to its antiquated television schedule. 'Big Brother,' also a success (although disappointing in comparison to the success of 'Survivor') featured a mostly young cast and had a rabid web following, with young people tuning in to the website daily to watch a bunch of strangers trapped in a house full of cameras and microphones. In fact, the sites for both of these shows were massive, as were unofficial sites that commented on the shows. Reality and interactivity were the two guiding principles for successfully connecting with youth.

In Canada, one of our networks has been quite successful at using these two principles to connect with viewers. MuchMusic has used reality and interactivity as its hallmarks since it started, and in the past few years has taken this to a new level. They invite 'real people' to become temps in the office or on-air VJs through contests; host 'Intimate and Interactive' concerts in their environment that feature fans asking questions of their favourite stars in person, on the phone or through e-mail. They have taken their popular video soapbox 'Speaker's Corner' on the road, giving youth across the country the chance to sound off about an issue that concerns them, and potentially end up on air.

And for the true sign of success, here you go: Much has even been copied by its' American counterpart, MTV, whose recent smash 'Total Request Live' features an open studio, surrounded by real, live fans who interact with the music stars of the day.

Connecting, demonstrating and reiterating a connection to youth has never been more important for anyone targeting this demo, whether you are a school or a company, a brand or a charity. Allowing young people to interact in a real way--on their terms--with whatever it is you're targeting them with is extremely important. This can take the form of chat rooms or discussion boards on your website (which Kids Help Phone does really well), or putting their pictures on your product (which has helped Jones Soda), or allowing them to directly affect your programming (which MuchMusic has been doing for years).

Young people know that real people just like them can build the brands that they buy. They can star in shows that they watch or design the websites that they bookmark, and they expect a greater level of interaction--and a greater level of communion--with all aspects of their culture. They want not only to see themselves reflected in the things that they consume but also to connect to that reflection: to step through the looking glass and see what's on the other side. As the expression goes, keep it real--you'll find real success.

(Max Valiquette is the Executive Director of NRG Solutions Youth Marketing Consultancy. Max is a leading youth specialist and has worked on brands such as Budweiser, Hershey, Kellogg's, Taco Bell, Ford and Levi's. For more information on NRG Solutions or youth marketing, contact Max at max.valiquette@thenrggroup.com)