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.
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