"I produce for myself": public service media, cross-media and producers in today's media eco-system
"I produce for myself": public service media, cross-media and producers in today's media eco-system

Summary/Abstract: Public service broadcasters are adapting to today’s media eco-system and to the increasingfragmentation of audiences by shifting from aclassical broadcasting approach to cross-mediaproductions that exploit the synergy of different media and that, theoretically, invite differentforms of audience inclusion.Such ashift is, however, far from unproblematic, as it often challenges old paradigms, one ofwhich is the traditional, rather unidirectional relation that producers have with audiences.In this article, Ibuild on Umberto Eco’s concepts of meaningand interpretationto explorehow cross-media is conceptualised in relation to audiences and how producers position them-selves in their relationship with audiences. Working with three case studies from the publicservice media of Finland and Estonia, three sets of semi-structured interviews with key figuresof the three production teams (twenty interviews in total), Iattempt to demonstrate how therelation of cross-media producers with their audiences still faces the same challenges as in thepast, often related to hegemonic positioning that producers tend to take towards audiences.

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