TV Land Enlists Boomer Expert Ken Dychtwald, Ph.D. and Age Wave to Study Boomer Entertainment Trends
20 October 2005 - 2:30AM
PR Newswire (US)
NEW YORK, Oct. 19 /PRNewswire/ -- TV Land has secured the services
of Ken Dychtwald, the nation's leading expert on Baby Boomers, and
his San Francisco-based consulting firm -- Age Wave -- to conduct a
comprehensive study exploring consumer behaviors and attitudes of
the Baby Boom generation, generally defined as Americans born
between 1946 and 1964. As consultants to TV Land, Dychtwald and Age
Wave have been assigned two primary projects: 1) to develop and
execute a "state-of-the generation" presentation to TV Land
advertisers in March, 2006 and 2) to conduct a national study that
examines their social influence and consumer trends on a wide range
of issues pertaining to entertainment. The study's findings are
slated to be released by TV Land and Age Wave in September, 2006.
Part one of the assignment being undertaken by Age Wave is for
Dychtwald to address key TV Land advertisers and media buyers at
presentations slated for March, 2006 in New York, Los Angeles,
Chicago and Detroit, the nation's four leading media buying
communities. During the multi-media presentations, Dychtwald will
delve into the psychological, sociological and financial
implications of Boomers as the largest generation in American
history advances through middle-age. The very first Boomers turn 60
on January 1, 2006. Dychtwald's presentation to the buyers will be
culled from a variety of sources including a comprehensive review
of existing data about Boomers' wealth, lifestyles, attitudes,
media consumption and other key demographic information and draw
heavily from insights earned in Dychtwald's 30+ years as a leading
authority on the maturation of the Boomer generation. Age Wave's
second mission for TV Land is to conduct a massive landmark
national survey examining Boomer attitudes towards media and
entertainment, the factors that contribute to their own
entertainment choices, what programming content and formats offer
them the most appeal and what their current perceptions are of the
entertainment industry. The study will also explore such issues as
the perceived current and future roles that television, movies,
live entertainment, gaming and the internet play and will play in
their lives. The survey will be conducted in spring, 2006 and the
findings made public next September. "Baby Boomers are such an
important part of TV Land's success that it's natural for us to
take the lead in learning what their expectations are from the
entertainment industry," explains Larry W. Jones, President, TV
Land and Nick at Nite. "There is no better authority on Boomers
than Ken Dychtwald and his talented team at Age Wave. They are
uniquely qualified to offer insights into how to serve this huge,
wealthy and powerful generation as they reach the pinnacle of their
lives." Over the past 30 years, Ken Dychtwald, Ph.D. has emerged as
the nation's foremost visionary and original thinker regarding the
lifestyle, marketing, financial, healthcare and workforce
implications of the "age wave." He is a psychologist, gerontologist
and author of eleven books on aging-related issues, including his
best-seller Age Wave and his newest book, The Power Years: A User's
Guide to the Rest of Your Life (with Daniel J. Kadlec). His
strikingly accurate predictions have been featured in many
prestigious publications including: The New York Times, The Wall
Street Journal, USA Today, The Financial Times, Fortune, Time,
Newsweek, Business Week, Inc., U.S. News and World Report and
Advertising Age. American Demographics Magazine recently honored
Ken Dychtwald as being the single most influential leader in
understanding and marketing to aging boomers during the past
quarter century. Age Wave is the nation's leader in market analysis
and innovative insights concerning the maturing boomer and older
adult sectors. Under the leadership of founder, Dr. Ken Dychtwald,
Age Wave has overseen hundreds of cutting-edge research, consulting
and communications assignments worldwide. From these activities,
Age Wave has developed a deep understanding of the expectations and
attitudes towards retirement and the boomers' desires regarding
lifestyle preferences and financial preparedness. The Age Wave team
works closely with its clients to anticipate new market needs and
to develop market positioning, brand development, and distribution
strategies that fully capitalize on the unprecedented changes
resulting from the "age wave." The company's client list has become
a who's who of corporate and government global leadership. Now seen
in over 85 million U.S. homes and throughout Canada, TV Land
presents popular dramas, sitcoms, westerns, and original
programming, all packaged in a unique, award-winning on-air
environment. The network celebrates all things Classic TV with a
specific viewer in mind: the first generation of people to grow up
watching television. Known for its celebrated line-up of Classic TV
ranging from I Love Lucy to Little House on the Prairie, TV Land
has made its mark with clever, critically-acclaimed original
programming, developed by TV Land Productions, which was created in
2003. Original programming includes such hits as the annual TV Land
Awards: A Celebration of Classic TV; an original special that
reunited the cast of The Brady Bunch in 2004's Emmy-nominated Still
Brady: After All These Years; Chasing Farrah, which follows the
real-life happenings of iconic actress and sex symbol, Farrah
Fawcett; as well as several other series and specials that enhance
the overall Classic TV viewing experience. For more information
about TV Land's originals, visit http://www.tvland.com/.
DATASOURCE: TV Land CONTACT: Paul Ward, +1-212-258-7704, or Vanessa
Reyes, +1-310-752-8081, both of TV Land & Nick at Nite Web
site: http://www.tvland.com/
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