ABSTRACT
This chapter analyses and discusses the relevance and nature of specific media identities and the consequent audience orientations in a cross-media environment supposedly leading to the convergence of media forms and identities. It also demonstrates such a change of audience hood through a concrete analysis of a case of transformation which is described in the following as an intermedial redefinition of television, characterised by the switchover from analogue to digital. The point of departure is that in the present cross-media environment media, use and 'user' practices are basically intermedial, and consequently, the development and maintenance of specific media identities becomes problematic. The chapter analyses and discusses the research data were collected shortly prior to and following the digital switchover of terrestrial television in Finland in September 2007. The research data offers also clear evidence of people's readiness to rethink the medium in terms of the larger context of digitization.
