WHY RIVER CREST NEEDS TO BE DONE.

River Crest is more than just a video. It is an opportunity to be entertained by and for the 50 plus demographic. People do not stop existing when they reach a certain age. Wrinkles do not make the person fade away. According to the Starcom Mediavest Group no vehicles are speaking to people in the 50-79 demographic. Studios and broadcasters have dismissed them.

Seniors still watch their favourite shows on TV and morning TV has replaced radio for many. Daytime TV is not as popular because seniors are too busy to be in front of the TV during the day, therefore the demise of the daytime soaps. They are the fastest growing segment of the population in North America with the most money, power and influence. Baby boomers have more money than any other demographic in America and spend more money than any other segment of the population on cars, vacations, airline tickets, theatre tickets, computer hardware and software, DVD players, cell phone services and movies. The 50 plus is the largest and most powerful demographic category in history spending up to a trillion dollars higher than spending by people between 18 and 44. But companies spend only 5-10% 0f their advertising dollar aimed at them and broadcasters follow suit with less than 2% programming designated to this demographic.

The effect of the aging boomer permeates entertainment in general. In Neilsen's recent estimate, adults 55 + is the only segment to register any significant increases in television viewing audiences. Big ratings for programs like ABC's "Dancing with the Stars" were fuelled by older audiences, according to variety. .

The top grossing touring act in 2007 was the Police who generated $130 Million. Also, the top included Van Halen at #5, Rod Stewart at #37 and genesis at #8. In 2011 Elton John will be a top grossing act.

Nielson's estimated that 70% of boomers buy music mostly in CD format. They account for $700 million in music buying.

There are also an increasing number of videogames that are targeting the boomers. An example would be "Woman's Murder Club". ARP (Association of Retired Persons). ARP has 39 million members over the age of 50. The most popular on their website is the gaming area. ARP estimates the over 50 crowd as $3.4 trillion in spending capacity.

According to a study of YOUTUBE one third of the video-sharing site's audience is more than 45 years old. More than 30% OF MYSPACE are between the ages 0f 35 and 49; 27% older than 45. One third of ITUNE users are in their wealth-building years.

The 50+ consumers are going to multiple sources. Woman's magazines such as Chatelaine, Canadian Living and Homemakers are no longer the primary sources. Newspapers are also losing their relevance. Fifty-plus consumers don't have favourite columnists or a regular voice who speak to them or for them. The stereotype is that retirees are homebodies and thus "local community bodies". In fact, they don't have a strong connection with community newspaper because those papers are directed at young families.

Boomers grew up fiercely independent and challenged the status quo. They are highly educated, healthy, relatively wealthy, and accustomed to shaping the world around them. According to Toronto-based "Boomer Marketing, an agency that specializes in the 50+ marketplace, there are five fundamental myths about aging boomers.


MYTH: Older people don't have money. Most are poor and living on pensions.

REALITY: People over 50 control about three quarters of the nation's wealth. They enjoy a median net worth that's about double the average and are forecast to inherit about $1 trillion from now until 2015.


MYTH: Older people are reluctant to part with their money.

REALITY: The 50 + spend more than any other demographic group. People over 50 are responsible for more expenditures than any other group in Canada - some $35 Billion a year. .


MYTH: They stick to the tried and true. Older people aren't willing to try new brands.

REALITY: 50 plus adults are no more brand-loyal than people under 50. The false assumption of brand loyalty is based on outdated experience.


MYTH: Mature customers aren't a long term proposition and offer a limited potential since "they're going to die soon anyway".

REALITY: A fifty-year-old today has about 30 years of buying still ahead. Life expectancy is currently 76.6 for males and 83.5 years for female in Canada.


MYTH: Young, hip and cool spell success.

REALITY: Youth appeal started in the 60's to appeal to the people who are closing in on their 60's now. Is your objective selling product or having cool ads?


According to Stats Canada, the over 50 crowd by 2013 will be 9.5 million and make up one third of all Canadians. The proportion of people aged 65 and over will start to increase rapidly by 2012 as the oldest baby boomers reaches age 65. At the same time, the proportion of the population aged 20 to 64 will start to decline.

The boomers in their fifties want quality and service and they think that they are 12 years younger than they actually are and want to be treated accordingly.

In fact, the fastest growing segment of the population in Canada is the over 80 crowd, in 2011, it has increased another 43%. About 1.3 million Canadians will be over the age of 80 and 15% of the Canadian population will be over 65.

So the question is why are we not telling the stories about the 50 plus crowd.

The intent with this video is to market it to the very demographic that is creating the stories.

Rivercrest

The Structure

The Characters