Among the substantial changes of television in digital media environments is the opportunity for viewers to retrieve audiovisual contents through the TV set or other receivers at any time, and thereby becoming independent from linear TV programmes and using TV offerings when it suits their individual interest and everyday life best. The redemption from linear programming opens many opportunities to viewers – from the reception of a programme time-displaced only by a few minutes to repeat consumption of a favourite movie that was recorded some time ago. The boundaries between different forms of TV use are blurring, with their remote control viewers can easily change between a running programme, on demand services or recorded programmes.
Hence questions arise on which occasion and with what motivation viewers change from linear to non-linear offerings – and vice versa – and how the various forms of usage differ from the audience’s perspective. Those questions are particularly significant for public TV broadcasters, because it depends on the answers which forms of offering and presentation of audiovisual services are regarded as “television” and are therewith undisputably part of the public programming mandate or as supplementary teleservices. Also for the evaluation of a programme’s success, reasonable criteria are required, which uses of a broadcast programme can be attributed to te programme.
Zweites Deutsches Fernsehen (ZDF)
|Studentische Mitarbeiter/in: Norman Müller, Hasmik Episkoposian