Generation Z increasingly consumes news through social media and digital platforms instead of traditional broadcast media, resulting in a growing detachment from SRG SSR formats and audiences. However, as a public service organisation, SRG SSR remains obligated to deliver balanced, trustworthy, and accessible content to the entire population. Following the 2026 vote on the Halbierungsinitiative, the expectation for SRG SSR to demonstrate relevance and value for money to younger Swiss audiences has intensified.

This thesis applied a mixed‑method approach with a literature review, qualitative expert interviews, and a quantitative audience survey within an exploratory sequential design. Insights from three interviews with SRF professionals and the theoretical framework guided the development of three hypotheses concerning credibility and use, platform preference, and relevance. A survey of 50 Generation Z respondents was conducted to test these hypotheses from the audience perspective. Triangulation of all findings served to validate the hypotheses and inform strategic recommendations for SRG SSR.

In general, Generation Z perceives SRG SSR’s content as valuable but does not engage with it regularly due to issues of accessibility and platform mismatch. Young people favour digital and social media over broadcast media, and consider content most relevant when it is concise, easily accessible, and tailored to personal interests. The findings suggest several actionable steps: enhancing SRG SSR's presence on social networks, developing more recognisable and authentic voices for younger audiences, and ensuring that its content remains clearly traceable as the source when shared on third-party platforms. These recommendations provide SRG SSR with a practical framework for engaging younger audiences while preserving editorial standards and its public service mandate, thereby supporting long-term relevance, audience loyalty, and sustained public and political support.