By: ISAIAH AIDIL IBRAHIM
The BBC had given a talk about their initiative aimed at connecting with a significantly underrepresented audience who often avoids traditional news.
The 16-24-year-olds targeted podcast, What in the World is a bold attempt to engage this demographic that makes up 1.2 billion of people globally, with tailored content that resonates both locally within the region it’s based on and internationally.
Verity Wild, Assistant Editor at BBC, along with Lead Presenter Hannah Gelbart and What in the World Podcast Producer William Lee Adams, emphasised that few media outlets, “aggressively target this age group.”
Therefore, countries like Nigeria and the Philippines, with significant large youth populations, represent key target audiences for this initiative.
The What in the World podcast, typically 9-15 minutes long, covers a wide range of topics to appeal to their target audience, from air pollution in Indonesia, Egypt, and India to quirky, user-generated questions like, What can tourists do in North Korea? or How do equestrians care for their horses?
Adams mentioned, What in the World aims to be more than just a news podcast, as it seeks to educate audiences on topics that young people wish they had learned in school, offering a “sense of authenticity that traditional news outlets often lack.”
Gelbert pointed out that by focusing on timely, relevant stories that also have a timeless appeal, the podcast raises curiosity and provides answers to questions that young listeners may be too embarrassed to ask in person.
She also mentioned that one of the key strengths of, What in the World is its ability to break down complex issues in under 15 minutes, allowing for bite sized content that is easily digestible for a generation accustomed to quick and straight to the point content.
As Gelbart noted, the podcast is designed to look and sound like the audience it serves, making it relatable and engaging.
