The Datafication of Public Service Media Dreams, Dilemmas and Practical Problems: A Case Study of the Implementation of Personalized Recommendations at the Danish Public Service Media ‘DR’

Historically, public service broadcasting had no quantifiable knowledge about audiences, nor a great interest in knowing them. Today, the competitive logic of the media markets encourage public service media (PSM) organizations to increase datafication. In this paper we examine how a PSM organization interprets the clas- sic public service obligations of creating societal cohesion and diversity in the new world of key performance indicators, business rules and algorithmic parameters. The paper presents a case study of the implementation of a personalization system for the video on demand service of the Danish PSM ‘DR’. Our empirical findings, based on longitudinal in-depth interviewing, indicate a long and difficult process
of datafication of PSM, shaped by both the organizational path dependencies of broadcasting production and the expectations of public service broadcasting.