Hanne Bruun

This article addresses the development of new scheduling practices within public service media (PSM) in the Nordic, focusing on DR and TV 2 in Denmark. These practices relate to in-house broadcaster-video-on-demand-services (BVoDs). Our findings show, first, that television’s time-structured identity and liveness are re-configured for a mainstream audience as opposed to the segmented audiences approach of the earlier multi-channel era. Second, we find that the public service identity and the benefits of being PSM natives are harnessed to help the survivability of PSM companies in the digital era.