Is RTé Dead? How The State Broadcaster Can Reclaim Relevance

I recently caught up with some old colleagues from my broadcasting days. As we reminisced about our time, I couldn't help but feel a pang of nostalgia mixed with a hefty dose of relief. This encounter was a stark reminder of why I traded the slow-moving world of traditional TV for the dynamic, ever-evolving digital space. My ex-colleagues seemed frozen in amber, longing for a once-thriving TV industry that died 20 years ago. Watching modern Irish broadcasters continue to flog a dead business model is like watching an addict who can’t help but fall back on old habits, refusing to adapt to the changing landscape.

Let’s face it: TV is going the way of radio. Sure, it’s still around, but its heyday is behind it, and now it’s just noise in the background while we are all glued to our phones. Traditional Irish broadcasters’ cumbersome attempts at streaming and digital offerings, often laden with excessive ads, are painfully out of touch. Four ads before a 10-minute, poor-quality stream, and then more ads? Come on, guys, we can do better.

The recent scandals at RTé have only exacerbated the situation. Loyal viewers, fed up with the controversies, are abandoning ship and refusing to pay their TV license fees. The numbers don’t lie: TV license sales have plummeted by almost €22 million since last summer, with 137,057 fewer households paying up. The situation is so dire that an average of 60 people a day are now facing prosecution for not paying their TV license fees. It’s clear the Irish public, especially younger viewers, are voting with their wallets and leaving in droves.

Another significant blow to RTé has been the loss of key talent like Jennifer Zamparelli, The 2 Johnnies, and Doireann Garrihy. These departures highlight a critical issue: RTé's failure to understand its talent's audience or brand. Jennifer Zamparelli, who recently announced her departure after ten years, expressed disbelief at how far she had come, suggesting a lack of support and recognition from the network. The 2 Johnnies and Doireann Garrihy, popular among younger viewers, have also moved on, indicating that RTé’s outdated approach and inability to connect with modern audiences have driven away some of its most valuable personalities. This talent drain is a stark reminder that to remain relevant, broadcasters must align with the evolving preferences and expectations of their audiences.

Meanwhile, the viewing habits of the Irish public are evolving rapidly, especially among younger viewers. Gen Z isn't just mindlessly watching TV; they're engaging with video content in fundamentally different ways from previous generations. They care about authenticity and self-expression, and they want to be active participants, not passive viewers. They flock to platforms like TikTok, YouTube, and Twitch, where they can create and control content that reflects their true selves.

Insanity is doing the same thing over and over again and expecting different results.

Traditional broadcasters need to take note. The old model is broken, and no amount of shoehorning it into new platforms will work. To win back the Irish public and attract the elusive Gen Z audience, the aging civil service of our state broadcaster must stop gatekeeping media and step aside, letting younger, newer creative voices take the stage. Approaching these problems from a digital media standpoint, the solutions seem simple. It’s time to focus on authenticity, self-expression, and user-centric content.

How to Fix the Problem!

Improve User Experience: Streaming services should be seamless, intuitive, and ad-light. A clunky interface filled with interruptions is a sure way to lose viewers.

Collaborate with Influencers: Authentically partnering with popular social media influencers and podcasters can help bridge the gap between traditional TV and the digital space where Gen Z resides. Give them the freedom to create TV in their vision, not push them into a stale format to fill a scheduled gap. The recent loss of key talent such as Jennifer Zamparelli, The 2 Johnnies, and Doireann Garrihy underscores RTé's failure to understand its talent's audience or brand. These personalities, popular among younger viewers, left RTé because the network’s outdated approach couldn't keep up with their creative vision. To avoid further talent drain and remain relevant, broadcasters must align with modern influencers who resonate with today's audiences, providing them with the support and freedom they need to thrive.

Focus on Quality over Quantity: High-quality, well-produced content will always find an audience. Invest in good storytelling and production values for an international audience.

Flexible Formats: The days of the 25 minute program is gone. Be willing to experiment with format and length. Short-form content often performs better online, but don't be afraid to mix it up with longer, in-depth pieces where appropriate.

Promote Interactive Content: Allow users to be part of the creation process. Gen Z wants to interact with their media, not just consume it passively. Platforms like TikTok thrive because they let users create and share content. Live-streaming events, interactive polls, and real-time Q&A sessions can boost engagement.

Champion Diversity and Inclusion: Authentic representation matters. Showcasing diverse voices and stories will resonate more with younger audiences who value inclusivity, not tokenism.

Leverage Social Media: Use social media platforms not just to promote content but to create content that embraces its community and drives traffic back to the broadcaster. Engage with audiences in real-time and create content that is tailored to the way people consume media today.

Innovate Fearlessly: Don’t be afraid to try new formats and ideas. The media landscape is evolving rapidly, and staying ahead of the curve is essential.

In summary, the state of Irish broadcasting is a reflection of an industry at a crossroads. Traditional broadcasters can no longer rely on outdated models and expect to thrive. By embracing authenticity, self-expression, and user-centric content, they can not only survive but also flourish in this new landscape. It’s time to step aside, stop gatekeeping, and let the new generation of creatives lead the way. The future of Irish TV depends on it.