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 politically decided severe cutbacks, the Danish PSM organisation DR launched a new strategy in 2018, in which the VoD service DRTV was announced to become the main entrance to all of DR’s content. In addition to this, DR announced a shift in its 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 the 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.