rutherford-mulitplatforminnovation-2011.pdf (253.54 kB)
Multiplatform innovation and participatory citizenship : the Australian Broadcasting Corporation’s digital children’s television projects
journal contribution
posted on 2011-10-01, 00:00 authored by Leonie RutherfordLeonie Rutherford, Adam BrownThis paper examines children’s multiplatform commissioning at the Australian Broadcasting Corporation (ABC) in the context of the digitalisation of Australian television. A pursuit of audience share and reach to legitimise its recurrent funding engenders a strategy that prioritises the entertainment values of the ABC’s children’s offerings. Nevertheless, these multiplatform texts (comprising complementary ‘on-air’ and ‘online’ textualities) evidence a continuing commitment to a youth-focussed, public service remit, and reflect the ABC’s Charter obligations to foster innovation, creativity, participation, citizenship, and the values of social inclusiveness. The analysis focuses on two recent ‘marquee’ drama projects, Dance Academy (a contemporary teen series) and My Place (a historical series for a middle childhood audience). The research draws on a series of research interviews, analysis of policy documents and textual analysis of the television and multiplatform content. The authors argue that a mixed diet of programming, together with an educative or social developmental agenda, features in the design of both program and online participation for the public broadcaster.
History
Journal
Citizenship and Globalisation Research Papers, v.2, no.3Volume
2Issue
3Pagination
44 - 65Publisher
Deakin University, Centre for Citizenship and GlobalisationLocation
Burwood, Vic.ISSN
1838-2118eISSN
1838-2126Language
engPublication classification
C1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2001, Deakin University , Institute for Citizenship and GlobalisationEditor/Contributor(s)
F Mansouri, V MarottaUsage metrics
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