ABSTRACT
This chapter starts with a brief introduction to the Danish television industry and to the regulatory framework. This is needed in order to contextualise the analysis of the changing communicative behaviour in ‘continuity’ produced by public service companies. Based on a case study of the main channels, such as DR and TV 2 in Denmark, and the communicative strategies implemented in the on-air schedule the chapter introduces a set of analytical tools for studying cross promotion. The chapter suggests that an increasing divergence marks the development in the digital era between the two companies. The chapter introduces a vocabulary and a definition of the cross promotional tools used by the channels, and between them three major differences are found in the efforts: (1) to retain and to ‘herd’ the viewers within the scope of channels and services, (2) to strengthen the provider-viewer relationship and (3) to stand out with a distinct set of institutional values. The chapter concludes that the findings can be regarded as a consequence of the challenges and opportunities facing these companies in terms of funding, business models and in terms of meeting public service obligations navigating the tension between a linear and a non-linear television paradigm.
