Relevance and identification in television content for children: Analysing DR commissioners’ perceptions of children’s media interests

This chapter studies the perceptions of children among the commissioning editors responsible for children’s television at the Danish Broadcasting Corporation, DR. Taking as a starting point the historical evolvement of Danish children’s television, the chapter provides a framework to understand commissioners’ perceptions of children as an audience within the transforming logic of public broadcasting. Empirically, the study relies on interviews with commissioners of children’s television at DR. The analysis illustrates how increased competition, media professionalism, and digitalisation influence how the young audience is perceived. Before the turn of the century, children were considered as representatives of informed future citizens; the current view primarily perceives children as media users whom media professionals in public service companies consider as competent partners, in order to stay relevant and attract and keep as many young viewers and users as possible.