Bolibompa-draken behöver inte springa hem längre : En studie i hur anställda på Barnkanalen upplever anpassningen till det nya medielandskapet

Sammanfattning: Today’s media consumption and viewing behavior has led to an expansion in the marketand resulted in a media convergence. The competition gets fiercer with each player andthe outcome for the linear TV channels has to be to change in some way. This is aqualitative interview study with producers at Sweden’s leading children channel“Barnkanalen”, how they experience the adoption to this new media landscape. Tocollect data for this study I conducted seven individual interviews with one memberfrom each department of the channel. The study showed that Barnkanalen do not have aclear strategy on how to navigate in the new media landscape. Those who work atBarnkanalen believe that the web offers a possibility to interact with their viewers,though they have not yet made it clear as to how to achieve this. I have also found thatthe employees at Barnkanalen see the increasing competition as diffuse and they aretherefore developing a strategy on how to keep their position as Sweden’s leadingchildren channel with all the new players in the market. To do this they first need tounderstand what a TV show is today and what kind of content should be distributed onthe new platforms.