We thought they had it all – now baby boomers get own TV channel

It is the generation that has had it all: five decades of peace and prosperity, technological and social revolution bringing longer and more fulfilled lives, followed by fat pensions. Now, when they are tired of roaring about on their new motorbikes, working out at the gym or renovating their Umbrian farmhouses, the baby-boomer generation will be able to relax with its own television channel.

Vintage TV, which is due to begin broadcasting in September, is aimed at the over-fifties. It will focus on culture and music from the post-war rock'n'roll years – from the Berlin airlift to the fall of Mrs Thatcher. The presenters lined up for Vintage, which will be available to 10 million viewers via Sky and Freesat, include veteran broadcaster Paul Gambaccini, 61. The Who singer Roger Daltrey, 66, Blondie's Debbie Harry, 64, Yes keyboard wizard Rick Wakeman, 61, are also set to appear.

One of the innovations on the 24-hour channel will be newly commissioned videos for 500 hits that were in the charts before they became a compulsory accompaniment for the MTV generation in the 1980s. The creators of Vintage said the programming would provide a "destination" for the fifty-somethings who find their interests squeezed by broadcasters looking to attract younger viewers.

David Pick, the founder and head of Vintage TV and a former lawyer for music giant EMI, said his target demographic constitutes 42 per cent of the population and is growing rapidly. He said he wants the output to reflect the longer and more active lives enjoyed by millions of older people.

"Fifty is nothing. Now people are more appreciative and they have more chances to do more and more things. Many of them have greater disposable incomes, their children will have finished their educations and though they are most likely to be still in work, they have much greater choice and opportunity in their lifetimes," he said.

The channel has caught the attention of advertisers, and music companies are keen to exploit their lucrative back catalogues. As well as music videos, Vintage will feature classic musicals and films with strong music content, such as The Commitments. A new show based on The Antiques Roadshow for music collectors and the revival of archive series of The Old Grey Whistle Test, The Tube and the South Bank Show are also being lined up.

The over-sixties view the greatest number of hours of television each week and are likely to enjoy double the length of retirement they did 50 years ago, with men drawing their pensions for more than 15 years on average and women for 22 years. Pensioners are worth £3bn a year to the travel industry and take as much exercise as the average 25-year-old did in the 1950s.

But Mr Pick said older people should not feel patronised and that younger viewers were equally welcome. "I would move away from the idea that we are targeting them. We are offering them an opportunity to experience the music they grew up with through their youth," he said.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Sport
Radamel Falcao was forced to withdraw from the World Cup after undergoing surgery
premier leagueExclusive: Reds have agreement with Monaco
News
Rumer was diagnosed with bipolarity, attention deficit hyperactivity disorder and post-traumatic stress disorder: 'I was convinced it was a misdiagnosis'
peopleHer debut album caused her post-traumatic stress - how will she cope as she releases her third record?
Arts and Entertainment
'New Tricks' star Dennis Waterman is departing from the show after he completes filming on two more episodes
tvOnly remaining original cast-member to leave long-running series
Life and Style
Couples have been having sex less in 2014, according to a new survey
life
Voices
Holly's review of Peterborough's Pizza Express quickly went viral on social media
voices
Arts and Entertainment
musicBiographer Hunter Davies has collected nearly a hundred original manuscripts
Sport
A long jumper competes in the 80-to-84-year-old age division at the 2007 World Masters Championships
athletics
Arts and Entertainment
tvReview: 'Time Heist' sees a darker side to Peter Capaldi's Doctor
Life and Style
Walking tall: unlike some, Donatella Versace showed a strong and vibrant collection
fashionAlexander Fury on the staid Italian clothing industry
Arts and Entertainment
Gregory Porter learnt about his father’s voice at his funeral
music
Arts and Entertainment
tvHighs and lows of the cast's careers since 2004
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Head of Marketing - London

£60000 - £85000 per annum: Ashdown Group: Interim Head of Marketing / Marketin...

IT Application Support Engineer - Immediate Start

£28000 per annum: Ashdown Group: IT Software Application Support Analyst - Imm...

Digital Project Manager

£25 - 30k: Guru Careers: A Digital Project Manager is needed to join an exciti...

Paid Search Analyst / PPC Analyst

£24 - 28k + Benefits: Guru Careers: We are seeking a Paid Search Analyst / PPC...

Day In a Page

Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

Despite the result, this is the end of the status quo

Boyd Tonkin on the fall-out from the Scottish referendum
Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

Manolo Blahnik: Flats, Englishness, and Mary Beard

The shoe designer who has been dubbed 'the patron saint of the stiletto'
The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

Scrambled eggs and LSD

Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

'Normcore': Blending in is the new standing out

Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

New leading ladies of dance fight back

How female vocalists are now writing their own hits
Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam