The Australian Broadcasting Corporation’s multiplatform projects : industrial logics of children’s content provision in the digital television era

This paper traces the development of children’s multiplatform commissioning at the Australian Broadcasting Corporation (ABC) in the context of the digitalisation of Australian television. Whilst recent scholarship has focussed on ‘post-broadcast’ or ‘second-shift’ industrial practices, designed to engage view(s)ers with proprietary media brands, less attention has been focussed on children’s and young adults’ television in a public service context. Further, although multiplatform projects in the United States and Britain have been the subject of considerable analysis, less work has attempted to contextualise cultural production in smaller media markets. The paper explores two recent multiplatform projects through textual analysis, empirical research (consisting of interviews with key industry personnel) and an investigation of recent policy documents. The authors argue that the ABC’s mixed diet of children’s programming, featuring an educative or social developmental agenda, is complemented by its appeals to audience ‘participation’, with the Corporation maintaining public service values alongside the need to expand audience reach and the legitimacy of its brand. It finds that the ABC’s historical platform infrastructure, across radio, television and online, have allowed it to move beyond a market failure model to exploit multiplatform synergies competitively in the distribution of Australian children’s content to audiences on-demand.

Commercial influence on Indian public-service broadcasting

In the UK, the Conservative Party has been drafting a proposal to withhold part of the consumers' broadcasting licence fee from the BBC and place it in a contestable fund for public-service programming. In Australia, the ABC continues to struggle to meet its funding requirements just when the Federal conservative coalition government is considering a bid to use public funding to engage a commercial consortium to run the country's Asia-Pacific television channel and so take it away from the ABC. These struggles for independence and for an appropriate level of funding are part of the landscape of public-service broadcasting in many developed countries. Those who believe in the public-service ethos are concerned about the potential diminishing value of these great broadcasting assets because of the privatisation and commercialisation. However, this is the story of another public-service broadcaster - Doordarshan in India - which has had to live with severe competition from the skies since 1991. As the former dominant broadcaster in the largest democracy in the world, Doordarshan has survived and revived itself many times in the past four and a half decades. However, it continues to struggle to fulfil its role as a mass medium for education and entertainment. This paper explores the role of public-service broadcasting using Doordarshan as a case study. It asks: Does commercialisation of this public broadcaster mean privatisation by stealth or does it provide healthy distance between the broadcaster and the government of the day?