This article examines the ways in which the on-demand service BBC iPlayer became a site for navigating what it means to be a public service broadcaster in a hybrid TV-digital world. Focusing on a key period of transition for the BBC - bracketed by the publication of the BBC’s strategy document Delivering Quality First (2011) and the anticipation of charter review in 2016 - we consider how BBC iPlayer helped mobilize a set of managerial discourses that informed thinking about the BBC’s online proposition in an age of public service media. Specifically, we argue that a new version of iPlayer, launched in 2014, can be understood as a staging point in the BBC’s attempt to understand and rationalise its role as a digital broadcaster. Reconceived from a catch-up service to an entertainment destination, we examine how the ‘new iPlayer’ catalysed thinking about the meaning of online television - from the internal implications for online commissioning practice and content curation to the broader managerial vision of ‘reinventing public service broadcasting through data’. Informed by critical media industry studies, the article draws on practitioner interviews with senior BBC managers and industry documents to consider the ‘discourses, dispositions and tactics’ that coalesced around BBC iPlayer in a moment when the Corporation was striving to recalibrate its identity, digital content offer, and sense of relevance in a period where distinctions between broadcasting and online were becoming, and remain, increasingly blurred.

中文翻译：

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从追剧电视到网络电视：数字广播和 BBC iPlayer 案例

本文研究了点播服务 BBC iPlayer 成为一个站点的方式，该站点用于在混合电视数字世界中了解成为公共服务广播公司的意义。关注 BBC 的一个关键转型时期 - BBC 战略文件“交付质量第一”（2011 年）的发布以及 2016 年章程审查的预期 - 我们考虑了 BBC iPlayer 如何帮助动员一系列管理话语，这些话语提供了明智的思考关于 BBC 在公共服务媒体时代的在线主张。具体而言，我们认为 2014 年推出的新版 iPlayer 可以被理解为 BBC 试图理解和合理化其作为数字广播公司的角色的一个阶段。从追赶服务重新构思为娱乐目的地，我们研究了“新 iPlayer”如何促进对在线电视意义的思考——从对在线委托实践和内容管理的内部影响到“通过数据重塑公共服务广播”的更广泛的管理愿景。这篇文章以批判性媒体行业研究为依据，借鉴了对 BBC 高级经理的从业者访谈和行业文件，以考虑在 BBC iPlayer 努力重新校准其身份、数字内容时，围绕 BBC iPlayer 的“话语、倾向和策略”在广播和在线之间的区别变得并仍然越来越模糊的时期，提供和相关性的感觉。