The Discovery Networks delved further into this, asking: 'Why do people watch non-fiction at all?' The overwhelming answer to this question from their research, which surveyed over 2,000 people in seven countries, of which South Africa was one, was because it sparks and satisfies their curiosity as opposed to hard-headed self-improvement.
While the Discovery Networks is about satisfying one’s curiosity, and this has been at the heart of the brand for 30 years, the research results still astounded them, says Lee Hobbs, VP of Channels, Emerging Business, Discovery Networks CEEMEA.
“We are living in the age of curiosity, and this has brought about a new type of viewer, the new renaissance viewer. This viewer is not age determined but open to anyone who uses information to improve their careers, their social life etc. They are enjoying playing with this information and are not drowning in it.”
It is this viewer that Discovery Networks is targeting. “They are the core audience for our channels.”
The research found the new renaissance person uses five modes of curiosity. These are fact farming, phone a friend (or a stranger), undemanding downtime, worldly investigation and rabbit holes.
Fact finding, or when we puzzle over a question we are interested in, gives us a strong feeling of want and an energetic rush. It is the searching rather than the actual finding of the answer that brings about these feelings.
In today’s world, the pursuit of knowledge is not a lonely one and the new renaissance person is not scared to ask someone for answers. Research has also shown that discovering with others correlates with keeping the brain young. The third mode, undemanding downtime, is about not pushing the boundaries of our knowledge but instead revisiting a subject we know or are familiar with. In an age of over-stimulation, the new renaissance person makes sure they spend time digesting information.
In keeping with number two is the fourth mode: Worldly investigation, as the best knowledge comes from our own experiences of the world.
Last but not least is the rabbit hole mode. This is when you follow a trail of enquiry. The report calls it falling into a rabbit hole of knowledge. This is how an interest can turn into a hobby or even a new career for the new renaissance person. “Our programming stimulates this,” says Hobbs. “You watch and then you watch more, then you develop a passion about it, then you come back to the channel for even more.”
He says the Discovery Networks will be using this research to inform their programming going forward. “We want to give the viewer programming that sparks their curiosity in one shape or another. It could be in the form of an emotional journey, to learn about difficult conditions, and finding a way to cope; or to learn about the human condition and emotions.”
In line with this, Discovery Networks will be screening a number of new programmes in the months to come.
Hobbs was speaking at a presentation on the research made recently in Gauteng at Multichoice City.
