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, doi: 10.1177/1354856512457749. Attached Files Name Description MIMEType Size Downloads Title The Australian Broadcasting Corporation’s multiplatform projects : industrial logics of children’s content provision in the digital television era Author(s) Rutherford, Leonie orcid.org/0000-0003-3940-3379 Brown, Adam orcid.org/0000-0003-4669-1372 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 DOI 10.1177/1354856512457749 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 Collections: Faculty of Arts and Education Centre for Memory, Imagination and Invention Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Wed, 12 Dec 2012, 16:54:31 EST Fri, 18 Jan 2013, 13:52:27 EST Mon, 21 Jan 2013, 15:15:46 EST Wed, 17 Apr 2013, 13:55:34 EST Fri, 26 Apr 2013, 09:14:53 EST Fri, 26 Apr 2013, 09:22:55 EST Tue, 12 Nov 2013, 14:03:11 EST Fri, 13 Jun 2014, 16:18:56 EST Fri, 22 Aug 2014, 15:31:23 EST Tue, 03 Feb 2015, 13:19:35 EST Filtered Full Citation counts:   Cited 3 times in TR Web of Science Cited 4 times in Scopus Search Google Scholar Access Statistics: 962 Abstract Views, 4 File Downloads  -  Detailed Statistics Created: Wed, 12 Dec 2012, 16:54:18 EST by Leonie Rutherford