From public service broadcasting towards soci(et)al TV. Producers’ perceptions of interactivity and audience participation in Finland and Israel

Abstract

<p>In a changing media environment, television is being transformed by the adoption of practices</p><p>such as audience participation and interactivity. This article analyses the ways in which</p><p>managers and producers in Finnish and Israeli public service and hybrid television companies</p><p>perceive participation and interactivity. We suggest that while these concepts can be described</p><p>by hybrid broadcasters using the technologically- and commercially-oriented concept</p><p>of ‘social TV’, the term does not adequately address the perceptions of socially-oriented</p><p>public service broadcasters (PSBs). Hence, we propose the society- and value-oriented</p><p>concept of ‘soci(et)al TV’ in an effort to conceptualise the PSBs’ perceptions concerning</p><p>the adoption of interactivity and participation practices while they seek to fulfil their social</p><p>commitments and objectives. Our argument is based on a comparative study of two different</p><p>broadcasting models (public service vs. hybrid) in two national media systems and cultures.<br /><br /></p>