'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer
This article examines the promotion of the BBC’s online streaming and download service, iPlayer, as it has been presented to audiences through broadcast television. Analysing transitions in the BBC’s representation of iPlayer, it considers the promotional imagination of the service during the 2010s,...
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| Format: | Article |
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Sage
2017
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| Online Access: | https://eprints.nottingham.ac.uk/44037/ |
| _version_ | 1848796822989963264 |
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| author | Grainge, Paul |
| author_facet | Grainge, Paul |
| author_sort | Grainge, Paul |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This article examines the promotion of the BBC’s online streaming and download service, iPlayer, as it has been presented to audiences through broadcast television. Analysing transitions in the BBC’s representation of iPlayer, it considers the promotional imagination of the service during the 2010s, a period when the Corporation was striving to communicate its digital identity and broaden iPlayer within mainstream use. Through industrial–textual analysis, the essay considers the paratextual function of iPlayer interstitials, and the relation of on-air promos to the Corporation’s internal strategy for the service in moving ‘beyond PC, beyond catch-up, beyond the early-adopter’. |
| first_indexed | 2025-11-14T19:54:06Z |
| format | Article |
| id | nottingham-44037 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:54:06Z |
| publishDate | 2017 |
| publisher | Sage |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-440372020-05-04T18:47:53Z https://eprints.nottingham.ac.uk/44037/ 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer Grainge, Paul This article examines the promotion of the BBC’s online streaming and download service, iPlayer, as it has been presented to audiences through broadcast television. Analysing transitions in the BBC’s representation of iPlayer, it considers the promotional imagination of the service during the 2010s, a period when the Corporation was striving to communicate its digital identity and broaden iPlayer within mainstream use. Through industrial–textual analysis, the essay considers the paratextual function of iPlayer interstitials, and the relation of on-air promos to the Corporation’s internal strategy for the service in moving ‘beyond PC, beyond catch-up, beyond the early-adopter’. Sage 2017-06-01 Article PeerReviewed Grainge, Paul (2017) 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer. Critical Studies in Television, 12 (2). pp. 139-155. ISSN 1749-6039 BBC iPlayer; interstitials on-demand television; paratexts; promos; public service broadcasting http://journals.sagepub.com/doi/abs/10.1177/1749602017698158 doi:10.1177/1749602017698158 doi:10.1177/1749602017698158 |
| spellingShingle | BBC iPlayer; interstitials on-demand television; paratexts; promos; public service broadcasting Grainge, Paul 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer |
| title | 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer |
| title_full | 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer |
| title_fullStr | 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer |
| title_full_unstemmed | 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer |
| title_short | 'Moments and opportunities': interstitials and the promotional imagination of BBC iPlayer |
| title_sort | 'moments and opportunities': interstitials and the promotional imagination of bbc iplayer |
| topic | BBC iPlayer; interstitials on-demand television; paratexts; promos; public service broadcasting |
| url | https://eprints.nottingham.ac.uk/44037/ https://eprints.nottingham.ac.uk/44037/ https://eprints.nottingham.ac.uk/44037/ |