France Télévisions’ ‘slash’ chases social media generation

French PSB France Télévisions has launched a new digital platform, available on social media, targeting young adults. With a budget of €2 million, france.tv slash aims to attract viewers who are moving away from traditional TV screens.

France.tv slash is available on video platform france.tv, as well as on social networks Instagram, YouTube, Twitter and Facebook. It is aiming to present content adapted to non-linear habits of the social media generation and will specifically design its programming to the way each platform is consumed.

Binge viewing will be focused on france.tv, while YouTube will concentrate on weekly offerings and Facebook will be more contextual. Slash spans all TV genres, from drama and documentaries to animation and comedies, but with a focus on issues of concern to young adults.

“Slash has formats, codes and a tone that corresponds to the young-adult aspirations, emotions and way of life,” said the broadcaster, adding the platform and its contents will be “co-produced” with the targeted audience by taking into account their comments and feedback.

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