Values in and Values of Video on Demand services: The Case of Danish DRTV

The growing importance of Video on Demand (VoD) services as a way to expose television programmes to viewers implies that the study of public service media (PSM) must include VoD interfaces. On the basis of severe politically decided cutbacks, the Danish PSM institution DR launched a new strategy in 2018, in which the VoD service DRTV was announced to become a main entrance to all of DR’s content. Besides this, DR announced a shift in their publishing strategy, from “volume” to “value”, and three programme types were highlighted as of special value to democracy, culture, and cohesion in Denmark: news, culture, and content for children and young people. This chapter examines DR’s “Value over Volume” claim and the presence of three programme types in the VoD service. Finally, it initiates a methodological discussion of how to study the constantly changing interface of a VoD service.