Non-professional Activity on Television in a Time of Digitalisation

This article presents an empirically based examination of how the Norwegian television industry incorporates audience activity and audience-generated material, and of how audiences respond to the opportunities presented. It explores three main research questions: First, how extensive is audience activity on television? Second, to what degree do different television activities correspond to familiar patterns of social stratification? And third, is there any evidence for the view that digital feedback channels, such as SMS and the Web, provide access to television for new groups of people? To investigate these questions, a case study of the Norwegian media market has been carried out, based on two data sets. The extent of audience activity is examined through a representative audience survey conducted during a period of two weeks in 2004. The second data set is a one-week survey of Norwegian television output on the six Norwegian-language channels in 2005.