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<p>This article highlights and discusses the main findings from three different media production studies (2016, 2019, and 2022) investigating the changing production culture of the schedulers in public service media. The inclusion of a broadcaster video-on-demand (BVoD) service in the broadcaster's portfolio affected the production culture. First, the article argues that profound changes happened to the organisational framing of the BVoD service's status and its impact on the production practices. Second, the article shows the BVoD service's impact on the content priorities among the schedulers at TV 2 in Denmark and third, how the public service branding of TV 2 became more explicit in the production culture. However, across these three points of impact and the shifts in the strategic focus at TV 2, the business model at TV 2 and its interplay with the public service obligations runs as an undercurrent.</p>
</abstract>

This article highlights and discusses the main findings from three different media production studies (2016, 2019, and 2022) investigating the changing production culture of the schedulers in public service media. The inclusion of a broadcaster video-on-demand (BVoD) service in the broadcaster's portfolio affected the production culture. First, the article argues that profound changes happened to the organisational framing of the BVoD service's status and its impact on the production practices. Second, the article shows the BVoD service's impact on the content priorities among the schedulers at TV 2 in Denmark and third, how the public service branding of TV 2 became more explicit in the production culture. However, across these three points of impact and the shifts in the strategic focus at TV 2, the business model at TV 2 and its interplay with the public service obligations runs as an undercurrent.

The changing role of a video-on-demand service in the strategies of public service media: A production study of Danish TV 2 Play and its impact on the production culture of the schedulers, 2016–2022

Department of Media and Journalism Studies

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This article highlights and discusses the main findings from three different media production studies (2016, 2019, and 2022) investigating the changing...

	Role of BVoD	Focus of the schedulers	New demands on content	Strategies in order of importance
2016	Peripheral activity Catch-up and time shifting	Linear channels and the promotional use of social media	–	Resistance strategy Public service identity and the content strategy
2019	Attracting and retaining young audiences	Linear channels and the BVoD as a new channelClose link between TV 2 Zulu and TV 2 PlayPremium content each week	Danish language television: fiction, reality, human interest documentaries	The 52-weeks-strategy Mimicry strategy Differentiation strategy Public service identity and the content strategy Resistance strategy
2022	A “front door” to all TV 2's content and a platform service for the mainstream	Synergy between on-demand and linear viewing of bull's-eye contentPremium content every dayTrans-programming content instead of channels	Danish language television: fiction, reality, human interest documentaries, lifestyle, quiz and game shows, news, and sports	The 365-strategy “Strategy 2025 – Play for all” Public service identity and the content strategy Differentiation strategy Mimicry strategy Resistance strategy

The changing role of a video-on-demand service in the strategies of public service media: A production study of Danish TV 2 Play and its impact on the production culture of the schedulers, 2016–2022

Publicado en línea: 19 ago 2023

Páginas: 235 - 252

DOI: https://doi.org/10.2478/nor-2023-0013

Palabras clave
video-on-demand services, production studies approach, television scheduling practices, production culture, public service media

© 2023 Hanne Bruun, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Key shifts in BVoD roles, focus in the production culture, new content demands, and adaptation strategies

The changing role of a video-on-demand service in the strategies of public service media: A production study of Danish TV 2 Play and its impact on the production culture of the schedulers, 2016–2022

Publicado en línea: 19 ago 2023

Páginas: 235 - 252

DOI: https://doi.org/10.2478/nor-2023-0013

Palabras clavevideo-on-demand services, production studies approach, television scheduling practices, production culture, public service media

© 2023 Hanne Bruun, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Key shifts in BVoD roles, focus in the production culture, new content demands, and adaptation strategies

Palabras clave
video-on-demand services, production studies approach, television scheduling practices, production culture, public service media