Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform

Research output: Contribution to journal › Journal article › Research › peer-review

Standard

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

Harvard

Christensen, CL 2024, 'Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform', Comunicazioni sociali, vol. 3, 2, pp. 269-280. https://doi.org/10.26350/001200_000189

APA

Christensen, C. L. (2024). Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform. Comunicazioni sociali, 3, 269-280. [2]. https://doi.org/10.26350/001200_000189

Vancouver

Christensen CL. Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform. Comunicazioni sociali. 2024;3:269-280. 2. https://doi.org/10.26350/001200_000189

Author

Christensen, Christa Lykke. / Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform. In: Comunicazioni sociali. 2024 ; Vol. 3. pp. 269-280.

Bibtex

@article{c4be998d808645c999ca1727a412a28c,
title = "Reaching the youngest audience on the Danish broadcaster DR's Minisjang platform",
abstract = "Denmark has a long and strong public service tradition of children{\textquoteright}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{\textquoteright}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. ",
keywords = "Faculty of Humanities, Children's television, Media production, Minisjang, Public service television, Small kids, Branded content",
author = "Christensen, {Christa Lykke}",
year = "2024",
doi = "10.26350/001200_000189",
language = "English",
volume = "3",
pages = "269--280",
journal = "Comunicazioni sociali",
issn = "1827-7969",
publisher = "Vita e Pensiero",

}

RIS

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