Managing the Multiplatform Production Process
This chapter narrates the emergence of competing discourses among BBC creative workers over how to implement its 2006 interactive multiplatform initiative. Debates over the roles which multiplatform was supposed to play within the BBC's strategic mission often reproduced assumptions about what makes BBC content appealing to its audience. The shift to multiplatform commissioning and production strategies not only attempted to merge the disparate production cultures of television and digital media, but did so in a setting with a strong broadcasting heritage. Drawing on a range of work on production cultures, particularly Philip Schlesinger's study of managerial style, the chapter asks how these varied production cultures have managed the meanings and possibilities of multiplatform production itself.
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