The business of multiplatform public service: Online and at a profit

In this article we explore the notion of hybrid public service media (PSM) in relation to two interconnected issues: economic and platform hybridity. We examine the creation of PSM content by privately owned, commercially driven independent production companies in the UK as a hybrid economic arrangement. In so doing, we ask not only whether public service can act as a motivation beyond profit for production cultures and business models, but also whether PSM can be created at a profit without compromising the fulfilment of public service values. In relation to platform hybridity, we study examples of interlinking public service content created, delivered and distributed across multiple platforms (as opposed to merely VOD services). In particular, we are interested in how such multiplatform texts might fulfil public service, but also the way in which multiplatform content creation brings together digital and television production cultures to produce hybrid PSM business models and cultures.