The average amount of flow-tv that we watch has fallen significantly the last couple of years. Concurrently the amount of on-demand tv is increasing. This indicates a change in the way tv is watched from passive push-interaction to a more user controlled pull-interac- tion, which is most apparent by the young generation of 15-39 years. Through my intern- ship at 9th semester in the science department of DR, I observe the way in which DR pro- duces their programmes by participating in the production of the programme Ond, ondere, ondest (2014). By introducing my knowledge to the management, they become aware of the possibilities and advantages of involving the audience more actively in the programmes. Through concept development, I introduce a concept through social media that creates a higher viewing experience by taking advantage of the increased use of media multitasking and crossmedia. As I do not have time to test the functionality of the concept in my intern- ship, the fundamental basis of this thesis is to examine the audience’s viewing experience and use of the crossmedia content I create through empirical studies.

Through these studies, my overall problem statement is to investigate how to design the future of public service broadcasting in order to meet young people’s increased use of different media platforms. In order to do this, I first need to investigate the target group’s perception of the programme content as well as demand and wishes for the crossmedia content. Then I need to investigate what difference the use of crossmedia content in com- bination with the programme makes to the viewing experience compared to the viewing experience through standard flow-tv.

Through the thesis, I use the User-Centred Design method as the general approach and combine it with Participatory Design in a spiral lifecycle model with four iterations. The first iteration is the pre-analysis, which consist of my background knowledge and experi- ence in areas such as interactivity and user experience. The next iteration is my internship at DR, which consists of a background analysis of terms such as interactive tv, crossme- dia and second screen with focus on the target group followed by concept development. This leads to an interactive low-fidelity prototype, which I introduce to a focus group and answer my first sub-question of the problem statement through a reception analysis. The third iteration starts at the beginning of this thesis, where I examine the problem area through theoretical framing of terms such as public service broadcasting and experiment- tv. Based on the results from the reception analysis, I develop a high-fidelity prototype, which I launch at the premiere of the programme and evaluate through an online survey. This answers my second sub-question of the problem statement. The last iteration con- sists of an in-depth analysis of the audience’s response of the program content as well as the crossmedia content across different media platforms. In order to answer the problem
statement, I conduct a design workshop with the focus group and introduce the results of the two last empirical studies. Through a design-game, the focus group generates concept solutions, which serves at proposals to the final problem statement.

The main result from the reception analysis is that the program itself is too exciting and that the use of a second screen disturbs the viewer’s engagement in the drama. Therefore, I make the second screen-notifications appear in the end instead of during the programme. The online survey clarifies that the use of crossmedia content improves the audience expe- rience compared to the experience without the use of a second screen. Finally, the concept solutions from the design workshop indicates a desire for greater influence on the pro- gramme content and involvement in the process of development.
Based on the theoretical framework and the empirical studies, I can confirm that the way in which the young audience watches tv indeed is changing. Therefore, it is important to change the way in which the programmes are created in order to satisfy their need for in- teraction through different media platforms.. First of all it is mandatory to create an inter- esting and controversial programme concept. Second, it is important to increase the view- ing experience by developing crossmedia and transmedia content that facilitates different media platforms and types of interaction and finally, it is important to give the audience opportunity to influence the programme content through the process of generation, editing and/or distribution.