The New Pirate TV: Examining the Remediation and Online Narrowcasting of Justin.tv in a New Media Environment

Abstract

This article examines the rise of online narrowcasting and the battle over the right to remediate ephemeral televisual content through the case study of Justin.tv. The platform became wildly popular, garnering forty-five million monthly users at its height, because it allowed anyone with a stable Internet connection to become a distributor of content. The platform quickly transitioned from a place for “life-casting” to one where users were narrowcasting a wide array of content, including original media, copyrighted live television and sports programs, and taped archives of television shows. This platform-shifted retransmission of televisual content caught the attention of traditional broadcasters and the US Congress. Justin.tv’s narrowcasts followed the traditional linear model of broadcasting but also included the interactivity and open-source usage rules of Web 2.0. This led to a conflict in which the copyright holders attempted to redefine the retransmission of the content—which had originally been intended to be temporary—as stealing. Considering the explosive growth of live-streaming platforms such as Twitch (Justin.tv’s successor) during the COVID-19 pandemic, reexamining the antecedents of narrowcasting and contested sites of remediation through Justin.tv provides important context for understanding the current media ecosystem.