REPORT REVEALS MISREPRESENTATION OF OLDER PEOPLE

A SURVEY carried out jointly by the ITC and Age Concern has revealed that many television programmes are stereotypical in their portrayal of older people.
The report, ‘Age In The Frame’, has revealed that older people resent being pigeonholed as the ‘Songs of Praise’ generation. The survey showed people in their fifties and sixties have higher expectations of television than those over 70 and don’t want to be taken for granted by programme makers.
A key finding was that viewers feel that older people in televisions sitcoms and soaps are portrayed as either ‘grumpy’ or ‘sweet’. Respondents of all ages want to see a more rounded and varied portrayal of older people, reflecting diversity.
ITC Chief Executive, Patricia Hodgson, said: “ Television needs to serve and represent older viewers as well as every other section of the population. This doesn’t always happen and the ITC, with Age Concern, is encouraging broadcasters to recognise why it is in their interests to do so.”
The research confirms that older people are the most voracious television viewers. A third of survey respondents over 65 say they are watching more television than they did ten years ago, as compared to 25 per cent overall. Only 23 per cent of over of over 65s said they are watching less television, compared to 37 per cent overall.
Age Concern Director-General, Gordon Lishman, said: “Within 25 years, most of the adult population will be over 50. Programme makers and advertisers must recognise demographic and social change, listen to their audiences and provide programmes, which reflect the age range and diversity of the viewers of the 21st Century. Most people feel that the 25 to 40 age group is the best served by television – is it just a coincidence that this age group most programme makers fall into?”
(CMcL)