TV Presenters – What Children Want

Posted on: Thursday 05 July 2012 5:12pm

Blogged by Jon Hancock.

TV Presenters – What Children Want

Dr Lynn Whitaker of the University of Glasgow presented a bewildering array of stats from the IZI International audience research into what children want in a TV presenter. Carried out across 24 countries, with a total of 3,000 children aged 3-10 (evenly spread made and female), Lynn carried out the UK section of this research with 448 kids.

The simple headline is that the majority of children globally want to see a presenter with the same appearance as themselves (hair, skin, eye colour), gender and ethnicity – albeit someone who is slightly older. In the UK, 84% of boys want a male presenter, 76% of girls want a female presenter.

The stat that stood out best – and I would encourage channel controllers to make a note of this – was that globally, 50% of children wanted a presenter with the same hair colour (but definitely not red-headed children!). Not so in the UK – our red-headed kids want to see more!

Rather than listing the characteristics of the ideal presenter, let’s just give him a name: Ed Petrie. Someone call his agent – that’s got to be worth something. Frankly, I was a little bit disappointed it wasn’t Ed the Duck.


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