<abstract xmlns="http://www.w3.org/1999/xhtml"><p>This article presents and discusses the communicative behaviour in the continuity texts produced by public service television providers in Denmark in the digital era. Based on a case study of the two main channels, DR and TV 2, the article argues that, after previous trends towards convergence in the way the two providers communicate, the present developments exhibit a divergence. Three major differences are found in the efforts to (1) hold on to and ‘herd’ the viewers within the scope of products and platforms, (2) strengthen the provider–viewer relationship, and (3) stand out with a distinctive set of institutional values. The findings are interpreted as a consequence of the challenges and opportunities facing the providers in terms of funding and in terms of meeting public service obligations, in a situation of tension between a traditional linear model of broadcasting and an emerging non-linear model.</p></abstract>

This article presents and discusses the communicative behaviour in the continuity texts produced by public service television providers in Denmark in the digital era. Based on a case study of the two main channels, DR and TV 2, the article argues that, after previous trends towards convergence in the way the two providers communicate, the present developments exhibit a divergence. Three major differences are found in the efforts to (1) hold on to and ‘herd’ the viewers within the scope of products and platforms, (2) strengthen the provider–viewer relationship, and (3) stand out with a distinctive set of institutional values. The findings are interpreted as a consequence of the challenges and opportunities facing the providers in terms of funding and in terms of meeting public service obligations, in a situation of tension between a traditional linear model of broadcasting and an emerging non-linear model.

The Prism of Change

Department of Media and Journalism Studies

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

‘Continuity’ in Public Service Television in the Digital Era

This article presents and discusses the communicative behaviour in the continuity texts produced by public service television providers in Denmark in the...

The Prism of Change

Published Online: Nov 19, 2016

Page range: 33 - 49

DOI: https://doi.org/10.1515/nor-2016-0016

Keywords
continuity, public service media, television, digital era, non-linear television, branding

© 2016 Hanne Bruun, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The Prism of Change

Published Online: Nov 19, 2016

Page range: 33 - 49

DOI: https://doi.org/10.1515/nor-2016-0016

Keywordscontinuity, public service media, television, digital era, non-linear television, branding

© 2016 Hanne Bruun, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
continuity, public service media, television, digital era, non-linear television, branding