Multiplatform innovation and participatory citizenship : the Australian Broadcasting Corporation’s digital children’s television projects
Rutherford, Leonie and Brown, Adam 2011, Multiplatform innovation and participatory citizenship : the Australian Broadcasting Corporation’s digital children’s television projects, Citizenship and Globalisation Research Papers, v.2, no.3, vol. 2, no. 3, pp. 44-65.
Citizenship and Globalisation Research Papers, v.2, no.3
Volume number
2
Issue number
3
Start page
44
End page
65
Total pages
22
Publisher
Deakin University, Centre for Citizenship and Globalisation
Place of publication
Burwood, Vic.
Publication date
2011-10
ISSN
1838-2118 1838-2126
Summary
This 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.
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