The BBC's Second Shift Aesthetics: Interactive Television, Multiplatform Projects and Public Service 'Content' for a Digital Age

This article maps out some of the implications of interactivity and convergence for televisions textual and industrial forms in relation to the BBCs status as a public service broadcaster. Whilst the digitalisation of television may bring about new textual, industrial and audience configurations, the goals for broadcasters remain the same: to attract viewers in a marketplace where there is increasing competition for screen-based leisure time. John Caldwells work on second-shift aesthetics demonstrates how TVdot.com synergies must now attempt to master textual dispersals and user navigations that can and will inevitably migrate across brand boundaries in order to keep audiences engaged with their proprietary content for as long as possible (Caldwell, 2003: 136). However, for public service broadcasters, mastering these user flows does not simply take the form of an economic transaction. Rather, these second-shift strategies must serve and fulfil public service (PS) obligations and engage viewers in new relationships. Based on a combination of textual analysis and critical industrial research, including interviews with key industry personnel, this article examines the BBCs early second-shift practices in relation to interactive television (iTV) and multi- platform projects, as the corporation moves from being a PS broadcaster to a PS content-provider.