File(s) under permanent embargo
The Australian Broadcasting Corporation’s multiplatform projects : industrial logics of children’s content provision in the digital television era
journal contribution
posted on 2013-05-01, 00:00 authored by Leonie RutherfordLeonie Rutherford, Adam BrownThis 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.
History
Journal
Convergence : the international journal of research into new media technologiesVolume
19Issue
2Pagination
201 - 221Publisher
Sage PublicationsLocation
London, EnglandPublisher DOI
ISSN
1354-8565eISSN
1748-7382Language
engPublication classification
C1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2013, Sage PublishingUsage metrics
Categories
No categories selectedKeywords
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC