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Strategic Management of Crossmedia Production at Estonian Public Broadcasting

Published Online: 05 Dec 2015
Page range: 96 - 120
Journal Details
License
Format
Journal
First Published
15 Dec 2013
Publication timeframe
1 time per year
Languages
English
Copyright
© 2020 Sciendo

This article investigates the strategies behind the production of crossmedia content at Eesti Rahvusringhääling (ERR), Estonia’s public broadcaster. The empirical work that supports its analytic objectives consists of multiple methodologically varying sub-studies: a textual analysis of ERR’s existing online presence and crossmedia content; 32 semi-structured interviews with its various top- and mid-level managers; and a documentary analysis of its associated strategies, guidelines, and communications. The paper suggests that, despite ERR’s advanced presence on digital platforms, it notably lacks a more comprehensive strategy for crossmedia content production and for achieving better inter-organisational cooperation that would enable new production processes. Although a few more advanced crossmedia productions have taken place, these have tended to emerge ad hoc - out of initiatives from individual employees. The article, however, suggests that, despite the current lack of an organisational strategy, the experiences acquired by its employees are creating a timely momentum for using interpretative and adaptive approaches to developing its new crossmedia production strategies.

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