Where theory and policy hypes clash with PSM practice: An analysis of youngsters' participation in multiplatform projects

The difference between PSB and PSM – so many scholars and policymakers argue – lies in the potential to engage differently with the audience. This paper analyses whether and to what extent public broadcasters have been able to transpose concepts like interaction, co-creation and participation into actual media service delivery or do these concepts remain ‘easy’ umbrella terms that cover everything and nothing at the same time? The paper theoretically frames this discussion, first, by analysing the challenges that emerge from interaction with, co-creation of and participation in PSM, and, second, by operationalizing these concepts, focusing mainly on participation. Subsequently, a comparative case study analysis is conducted. Included in the analysis are three PSM multiplatform projects targeted at youngsters: i.e. TV Lab (France Télévisions), Carte Blanche (VRT, Flanders) and BNN University (NPO, the Netherlands). Findings are based on a qualitative document analysis, desk research and semi-structured interviews with both producers of and participants in these multiplatform projects.