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The Inside Story
We spoke to Amy Williams, the Project Lead for Younger Audiences, to get some facts.
So what is ÃÛÑ¿´«Ã½ Are You Game?
It’s all of your gaming, sports and fitness fun in one online space. We’re making memes, vines, short form video and experimenting with new ways of sharing content over a 6 month period.
What was the catalyst for ÃÛÑ¿´«Ã½ Are You Game?
ÃÛÑ¿´«Ã½ Sport brand is trying something new, we’re trying to reach a younger audience and be more female-friendly.
Audience Research suggests that ÃÛÑ¿´«Ã½ Sport online is very male skewed and attracts men looking for analytics and sports facts. Some ÃÛÑ¿´«Ã½ TV skews 40 and over. We need to be more diverse.
How is this different from the traditional Sports offering?
Editorially this is very different to the news and big events it focuses on trying to go to the audience, be part of their lives through entertainment, comedy and different formats.