Pushing Public Service Television Online: A Quantitative Study of the Cross-Promotional Continuity Announcements on DR and TV 2 Denmark

This article presents findings from a quantitative study of how the continuity announcements in public service media's on-air television schedules are used in the context of the increased focus on creating an online identity. The study puts a focus on the cross-promotional practices of DR and TV 2 Denmark. Currently, cross-promotional practices are influenced by a portfolio of linear channels that co-exists with the broadcasters' in-house video-on-demand (BVoD) services. The findings suggest that the BVoD services, DRTV and TV 2 Play, are part of a 'front door' strategy which is noticeable in the continuity announcements. However, the on-air cross-promotional practices are still dominated by an approach that is associated with traditional linear television, regardless of the differences between the two companies' funding models.