Dtt Generation? Visioni interattive per i giovani telespettatori del digitale terrestre
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The transition of television communication from an analogical environment to the terrestrial digital one is not
only a technical or marketing issue; nor it is only a matter of languages and communication strategies. It must
be assessed also in terms of the cognitive, relational, emotional and identity resources that it unfolds. The
essay deals with the relationship between young generation and Dtt offers, with the objective to verify the
relationship between Dtt offer and the skills and needs expressed by the users, young people, if we consider
the evidence that the digital terrestrial television answers to the technical and media needs of the new generations.
The essay deals with the spaces that Dtt creates and dedicates to young viewers, the forms of participation
and interactivity experimented and the fact that it is recognizable and more appealing with respect to
other platforms. The analysis of the digital terrestrial television for children and young people (theme channels,
formats and interactive offers in 2006) allows bringing to light a simplification of interactive platforms
and a depletion of accessible contents, e.g. limiting the interactive forms to the television vote, the sending
of sms from home and the possibility to see the comments of other viewers. In particular, the interactive applications
associated to programs and channels for the youngest seem to be limited to videogame applications,
offering a more direct, simple experience, within reach, if compared to other platforms.
In its initial development phase, Dtt offer for young people seems therefore going in two directions: the
video-recreational one and the cross-media.
In conclusion, the essay underlines that there are still many unknown potentialities: personalization of
times and of content supplying; multiplication of the attention focuses; strengthening and diversification of
viewer’s action; sharing with the community.
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