ITV's Target Audience

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When researching about ITV's target audience I came across their own explanation of their audiences on their own website. They explain how they explore and examining their lifestyle, the brands the engage with, as well as their media and technology usage. Their audiences split into four groups (of 'Lives) which are called: Social LIVES, Connected LIVES, Busy LIVES and Traditional LIVES. Each group is explained as:

Social LIVES: the smallest and youngest end of the population who are the most sociable, mobile and are always in their connected world. They balance their TV viewing between live TV and catch-up.
 
Connected LIVES: the highly networked group who are dealing with young adult life and balance new technology with new responsibilities. TV sits at the heart of this group’s entertainment with on-demand services adding an extra layer of convenience.
 
Busy LIVES: the bulk of middle Britain where the majority are hectic families whose children introduce them to new technologies. TV’s main role in this group is the shared viewing of event TV.
 
Traditional LIVES: the biggest group who mainly fall in the older end of the population. Their TV viewing is mostly linear and watched via the main TV set.


For my own production as I'm thinking of creating a soap opera, I think I would be targeting the 'Traditional LIVES' group because they are the casual viewers who would keep up-to-date with soaps that frequent a lot throughout the week. As well as this I would want to also target the 'Social LIVES' group through the use of narrative and cast because they are the same demographic as myself so I understand what they may enjoy. Plus the cast that I will have will probably be teenagers/ people of my age, therefore it would be difficult to make a full soap opera focused on adults. 

Therefore even though a soap opera may be more suitable towards the 'Traditional LIVES' group, I also want be able to connect to the 'Social LIVES' group, which may also tie into the 'Busy LIVES' as both children and parents can enjoy (hopefully!). 

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