Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform
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Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform. / Christensen, Christa Lykke.
In: Comunicazioni sociali, Vol. 3, 2, 2024, p. 269-280.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform
AU - Christensen, Christa Lykke
PY - 2024
Y1 - 2024
N2 - Denmark has a long and strong public service tradition of children’s television. However, the Danish Broadcasting Corporation, DR, did not cater for the youngest children until 2021, when they launched Minisjang, a platform aimed at one- to three-year-olds, digitally available via DR’s general streaming platform, DRTV, and a separate app, DR Minisjang. This article examines how Minisjang has adapted to the general strategy and guiding principles for a modern broadcaster like DR and considers the values and intentions involved in addressing the youngest children with a digital public service offer. This study is based on analyses of DR policy documents and interviews with employees in central positions at Minisjang. The analysis illustrates that, on the one hand, Minisjang is strategically aligned with the logics of modern public service providers; on the other, the branding of Minisjang strongly emphasizes classic public service values for both children and adults using the platform.
AB - Denmark has a long and strong public service tradition of children’s television. However, the Danish Broadcasting Corporation, DR, did not cater for the youngest children until 2021, when they launched Minisjang, a platform aimed at one- to three-year-olds, digitally available via DR’s general streaming platform, DRTV, and a separate app, DR Minisjang. This article examines how Minisjang has adapted to the general strategy and guiding principles for a modern broadcaster like DR and considers the values and intentions involved in addressing the youngest children with a digital public service offer. This study is based on analyses of DR policy documents and interviews with employees in central positions at Minisjang. The analysis illustrates that, on the one hand, Minisjang is strategically aligned with the logics of modern public service providers; on the other, the branding of Minisjang strongly emphasizes classic public service values for both children and adults using the platform.
KW - Faculty of Humanities
KW - Children's television
KW - Media production
KW - Minisjang
KW - Public service television
KW - Small kids
KW - Branded content
U2 - 10.26350/001200_000189
DO - 10.26350/001200_000189
M3 - Journal article
VL - 3
SP - 269
EP - 280
JO - Comunicazioni sociali
JF - Comunicazioni sociali
SN - 1827-7969
M1 - 2
ER -
ID: 385504256