Target Audience

Part of our brief was to aim our programme towards "18-35 millennials." A millennial is defined as "a person reaching young adulthood in the early 21st century", and that's my target audience. There are no precise dates for when the age of this group starts or ends; but it's typically the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years.In most parts of the world, their upbringing was marked by an increase in a liberal approach to politics and economics. 

Authors William Strauss and Neil Howe believe that each generation has common characteristics that give it a specific character.
They chose seven basic traits to align with people of the millennial age; special, sheltered, confident, team-oriented, conventional, pressured and achieving. 

I did some research and found out some stereotypical personality traits of a millennial:

• Masters of multi-tasking: the first generation to grow up receiving large quantities of information at a time, so the show must be able to capture their attention and keep it.

• Tech savvy: Millenials spend 5-10 hours a day consuming online content, so creating a brand experience within the digital world will help captivate the target audience, The website and ITV Player app will help with the attraction of this programme, but social media or a digital storyline would also be useful for promotion.

• Creative problem solvers: Millennials want to reach a decision on their own terms; therefore a crime drama is perfect for them to help them feel involved and it attracts them to solve the crime themselves.

• Socially conscious: They want to change the world and enjoy supporting causes; they'll want to help the inspectors find out what happened

• Desire diversity and equality; the programme should include a diverse range of actors - gender, race, age, sexuality

However, "Millennial" is an identity given to a vaguely defined group of people, so I've decided to make it more specific by focusing on those aged 18-24. This is because it is nearer to my and my siblings' ages so I know more about this demographic, and therefore it'll be easier to target them with my own programme.