The Australian Broadcasting Corporation’s multiplatform projects : industrial logics of children’s content provision in the digital television era

Rutherford, Leonie and Brown, Adam 2013, The Australian Broadcasting Corporation’s multiplatform projects : industrial logics of children’s content provision in the digital television era, Convergence : the international journal of research into new media technologies, vol. 19, no. 2, pp. 201-221.

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Title The Australian Broadcasting Corporation’s multiplatform projects : industrial logics of children’s content provision in the digital television era
Author(s) Rutherford, Leonie
Brown, Adam
Journal name Convergence : the international journal of research into new media technologies
Volume number 19
Issue number 2
Start page 201
End page 221
Total pages 21
Publisher Sage Publications
Place of publication London, England
Publication date 2013-05
ISSN 1354-8565
1748-7382
Keyword(s) ABC3
public service broadcasting
participation
new media
my place
multiplatforming
digital television
dance academy
children’s television
Australian broadcasting corporation
Summary This paper traces the development of children’s multiplatform commissioning at the Australian Broadcasting Corporation (ABC) in the context of the digitalisation of Australian television. Whilst recent scholarship has focussed on ‘post-broadcast’ or ‘second-shift’ industrial practices, designed to engage view(s)ers with proprietary media brands, less attention has been focussed on children’s and young adults’ television in a public service context. Further, although multiplatform projects in the United States and Britain have been the subject of considerable analysis, less work has attempted to contextualise cultural production in smaller media markets. The paper explores two recent multiplatform projects through textual analysis, empirical research (consisting of interviews with key industry personnel) and an investigation of recent policy documents. The authors argue that the ABC’s mixed diet of children’s programming, featuring an educative or social developmental agenda, is complemented by its appeals to audience ‘participation’, with the Corporation maintaining public service values alongside the need to expand audience reach and the legitimacy of its brand. It finds that the ABC’s historical platform infrastructure, across radio, television and online, have allowed it to move beyond a market failure model to exploit multiplatform synergies competitively in the distribution of Australian children’s content to audiences on-demand.
Language eng
Field of Research 190204 Film and Television
Socio Economic Objective 970120 Expanding Knowledge in Language, Communication and Culture
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2013, Sage Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30049857

Document type: Journal Article
Collection: Centre for Memory, Imagination and Invention
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Created: Wed, 12 Dec 2012, 16:54:18 EST by Leonie Rutherford

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