Figure 1
Two television paradigms
| Television paradigm | Linear | Non-linear |
|---|---|---|
| 1: Place of Consumption and device | Central locality and the TV set | Multiple localities and digital devices |
| 2: Viewer access | Time-structured access to content | On-demand access to content |
| 3: Communication mode | One way | Interactivity |
| 4: Textual characteristics: distribution | Schedules and content mirroring and structuring the temporal structures of the everyday life of an audience | Spatial structures and files |
| 5: Textual characteristics: content | Temporal standardisation of content to fit distribution structures | No fixed temporal logics |
Promotional interstitials
| Promotional interstitial, 7-12 pm, | DR1 | TV 2 | TV3 | Kanal 5 |
|---|---|---|---|---|
| 8-14 February 2016: | PS | PS/COM | COM | COM |
| Number of *‘Crossroads’ to one immediate content alternative on a linear channel | 9 | 5 | 4 | 4 |
| Number of *‘Roundabouts’ to two or more immediate content alternatives on linear channels | 13 | 0 | 0 | 0 |
| Number of interstitials promoting future content on the main linear channel | 129 | 223 | 238 | 336 |
| Number of interstitials promoting future content on other linear channels in the portfolio | 54 | 18 | 41 | 87 |
| Number of interstitials promoting the streaming services (label on-screen and/or channel voice directing the viewer towards the streaming service’s content) | 1 (part of the tax: DRTV) | 15 (**SVOD: TV 2Play) | 121 (**AVOD: ViaFree) 9 (SVOD: TV3Play/Via Play) | 126 (AVOD/SVOD: DPlay) |
| Number of interstitials promoting the website | 1 | 6 | 0 | 0 |
| Number of interstitials promoting an App. | 8 | 6 | 0 | 0 |
| Number of interstitials promoting content on social media (label on screen) | 0 | 1 (Facebook) | 0 | 61 (Twitter # for the same programme) |
Number of commercial breaks and sponsorship announcements
| Number of commercial breaks and sponsorship announcements, 7-12 pm, 8-14 February 2016 | TV 2 PS/COM | TV3 COM | Kanal 5 COM |
|---|---|---|---|
| Commercial breaks | 54 | 69 | 69 |
| Sponsorship announcements | 69 | 555 | 501 |
Waiting time
| Main channel Public Service (PS) – Commercial (COM) | DR1 PS | TV 2 PS/COM | TV3 COM | Kanal 5 COM |
|---|---|---|---|---|
| Number of intermissions 7-12 pm, 8-14 February 2016 | 37 | 61 | 231 | 242 |
| Total broadcast time for intermissions in minutes | 82 min. | 370 min. | 579 min. | 582 min. |
| Per cent of broadcast time | 3% | 15% | 23% | 23% |
| Average broadcast time of intermissions in minutes | 2.2 min. | 6.1 min. | 2.5 min. | 2.4 min. |
| Length of intermissions in minutes | 1-4 min. | 1-9 min. | 1-7 min. | 1-8 min. |