Abstract

The last fifteen years have seen dramatic changes in the UK within both the television industry and televisual storytelling techniques. Rapid technological changes have not only increased the variety of screen devices, they have also changed the boundaries of the industry itself as the internet opened up distribution avenues and alternatives for viewer attention in the form of social media. The traditional pillars of the UK television industry, the major broadcasters and content providers such as the BBC and ITV, have responded to these changes by expanding their focus away from the television set and onto newer, more portable screen devices. This shift has had consequences both for the kinds of narratives emerging from television and the experiences that such narratives craft for their audiences. Increasingly, transmedia storytelling (Jenkins, 2006) techniques are becoming ‘quotidian’ (Grainge and Johnson, 2015), part of television programming’s standard repertoire of narrative techniques. This article examines the relationship between industry strategy and transmedia storytelling techniques. By considering how television studies can look to its own past and re-appropriate foundational models to understand these strategies, this article examines how the changes to television’s narratives exist in a context of both change and continuity.

Highlights

  • The last fifteen years have seen dramatic changes in the UK within both the television industry and televisual storytelling techniques

  • As Phillip Napoli (2011) argues in his examination of the changing construction of audiences in the US media industries, ‘[t]he process of audience evolution is being driven in large part by technological changes that are fundamentally reconfiguring the dynamic between media audiences and content providers’ (122)

  • The focus will be on narrative extensions designed for mobile screen devices such as tablets and smartphones and that appear as small, focused software apps

Read more

Summary

Introduction

The last fifteen years have seen dramatic changes in the UK within both the television industry and televisual storytelling techniques. This article will build on Tussey’s work to consider the specific strategies employed in the industry’s management of second screen behaviour, and in particular the way narrative, design and timing are brought together to layer different viewer roles onto a single, broadcast moment.

Results
Conclusion
Full Text
Published version (Free)

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call