Freeform finds audience with its millennial-first approach | TribLIVE.com
Movies/TV

Freeform finds audience with its millennial-first approach

1611315_web1_1611315-99f47c615daa4aea9a123ec182f011a9
Omar Vega/Invision/AP
Actress Yara Shahidi says her Freeform series, “grown-ish,” gives her the ability to influence the stories she tells through her character, Zoey, as a producer and a prominent voice in the writers’ room.
1611315_web1_1611315-ea147e26c15d441499fda24a618cc16c
AP
From left: Aisha Dee, Katie Stevens and Meghann Fahy play young women navigating careers in magazine journalism in Freeform’s “The Bold Type.”

Yara Shahidi had a question: Why did it seem like men were disproportionately labeled geniuses compared to women in the same professions?

As it turns out, the writers on Shahidi’s Freeform series “grown-ish” were wondering the same thing, and the actress’ mention of the topic made the writers want to explore it in the show.

The idea would soon come to fruition in an episode that had Shahidi’s Zoey and her friends grappling with the issue. It would also remind the 19-year-old actress that she works for a network that fills a gap in television by not only creating content for young people, but by giving them a voice behind the scenes, too.

The result is shows that they, and their audience, feel represented by. The approach has allowed Freeform to gain an audience with TV’s most valuable age demographic.

Top shows

From May 2018 to May 2019, Freeform had nine of the top 50 original scripted series among women aged 18 to 34, which was more than any other cable network, according to Nielsen ratings.

Freeform’s top shows include “grown-ish,” a spin-off from ABC’s “black-ish” about a group of college students navigating issues from systemic racism to defining relationships; “The Bold Type,” which follows three young women navigating careers in magazine journalism; and “Good Trouble,” a spin-off from ABC Family’s “The Fosters” that focuses on an unlikely group of friends who share a communal living space in downtown Los Angeles.

Freeform, formerly known as ABC Family, rebranded in 2016 to lose the “family” appeal and narrowly target new adults — or, as Freeform President Tom Ascheim describes them, “basically legal adults” who “haven’t quite yet found their way in the world.”

Since then, very little is off limits on Freeform. Characters may explore their sexuality and navigate white privilege in the same episode.

“The Bold Type” actress Aisha Dee said that unabashedly targeting young millennials (anyone born between 1981 and 1996) and Gen Zers (anyone born after 1996) has allowed the network to tell more relatable stories.

“They’ve always pushed the envelope, I think more than people gave them credit for, but now it’s just like this really special thing where you get to see so many different types of people represented and different stories,” Dee said.

Push the boundary

Before the switch to Freeform, the network pushed boundaries with shows like “The Secret Life of the American Teenager,” which debuted in 2008 and tackled teenage pregnancy. From there, shows like “Pretty Little Liars” and “The Fosters” offered a less restrained portrayal of themes from sex and sexuality to race and class.

Actress Francia Raisa, who appeared on “Secret Life” and now stars in “grown-ish,” said the rebrand has led to bolder storytelling.

“Even some of the stuff that we were talking about as the seasons progressed (on ‘Secret Life’), I saw that they were still kind of trying to dim it down a little bit, like it was too much,” she said. “I’ve definitely seen it grow and progress, and I love it so much, because they’re really trying to target that younger audience and it’s not so much of a fantasy anymore.”

On target

Millennials are projected to surpass Baby Boomers as the largest age demographic in the United States this year, according to the Pew Center for Research. That means they’re also on track to become the most desirable and most targeted television audience, said TV analyst Larry Gerbrandt.

With the rise of streaming platforms, younger generations are also becoming less likely to have a cable subscription at all, so Freeform sends all of its content next-day to Hulu.

“These days you have to differentiate yourself somehow to stand out,” Gerbrandt said.

The young characters on Freeform aren’t solving small-town crimes or warding off evil spirits. They’re finding jobs, going to college classes, and defining relationships — and the stories don’t always end in the characters’ favors.

While millennials have been branded by some as entitled and lazy, at Freeform they are revered.

“This is a generation that probably has more on their plate than any generation since the Vietnam War, honestly, in terms of environment, politics, gender,” “grown-ish” creator Kenya Barris said. “If anything, I think this is a really interesting time for them to talk about things from safe places to this and that. Why are we not sort of embracing that conversation?”

Barris said that he takes inspiration for the show from his Gen Z daughter, who Shahidi’s character, Zoey, is based on. For him, authenticity is everything. Even the writers’ room is predominantly millennials.

“I feel like you cannot try and tell this kind of story, or any kind of story, without authenticity,” he said. “I watch some shows and I’m like, ‘Oh, this show is written by a bunch of people who think they’re woke.’ I feel like you need to really have people who understand.”

Dee recalled a tweet she received after an episode of “The Bold Type” forced one of the characters to address white privilege.

“It was from these two young girls and they were roommates, and they had never talked about their race or their privilege in terms of, like, how they move through the world,” Dee said. “(One of them) tweeted me and said they paused the episode to have a conversation about it, and I’m sure they never would have had that conversation if they hadn’t watched the show.”

Categories: AandE | Movies TV
TribLIVE commenting policy

You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.

We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.

While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.

We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers

We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.

We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.

We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.

We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.