Additional communication channels in Dutch television

This study examined the way in which television genres in the Netherlands make use of additional communication channels in terms of interactivity and genre modification and whether the availability of additional communication channels in genres corresponds to audience age. Expert interviews were held with representatives of Dutch broadcasting organizations and a secondary analysis of Audience Research data was conducted. It was found that compared to other genres, short message service (SMS) is added most frequently to reality programmes, email and websites to the information genre, teletext to sports programmes and merchandizing to children’s programmes. In addition, it was found that only SMS is added more often to programmes attracting a younger audience.The extent to which the additional communication channels represented real innovation varied from maintenance to the elaboration and modification of genres. Key words additional communication channels • audience research data • cross-media production of television • expert interviews • interactivity • ITV • media innovations • television genre