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An attempt to show whether conversion satirical letters can get young people to pay license. "Do you take part in the electronic age", asks in the letter. 04. May 2009 at. 1.15 updated 04. May 2009 at. 15:14
DR license tests in the coming weeks which license letter that works best in the group of young people between 18 and 25 years: conversion a letter written in a satirical and humorous tone or a letter written conversion in a friendly informative style. conversion
The majority of those who do not pay a media license, is precisely the young. Therefore, a group of 2,500 young people between conversion 18 and 25 years a letter in a satirical and humorous tone. An equally large second group of young people get a letter that more soberly informs them about what they get from DR.
In the satirical letter will be in Gothic lettering asked whether they remember the TV from their childhood home, they do not take part in the electronic age, or if they "knowingly opted out of all the newfangled communications for ideological reasons"? Satirical quill -
We take them at their word when they are not enrolled media license. conversion Therefore we spells with satirical quill how we imagine, that their world is. We are aware that the tone of the letter may offend someone, and it is certainly not the intention. We have chosen a satirical approach in the letters to young people because we know that many young people just are major consumers of DR2's satire programs and for example the "Service" on P3. So we try to put us up, and we hope they catch our tongue in cheek, says development Lotte Boas from DR License and continues: conversion
- We do not capture young people's attention, let alone sympathy, with a dull license letter. Therefore we try us out. This time with a letter that also reflect what DR can on the satirical area. Assess what is best
- When we last sent out letters in late 2007, we received 40,000 enrollments afterwards. And our figures show that 15 percent of the current license fee payers have signed up because of that they got a letter from DR license, she explains. 280,000 letters go out
For the same reason sends DR license also letters to all non-registered media license. Around 280,000 households in Denmark is, therefore, to get a letter from DR. But satire is as said reserved for the very young.
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