Monialustaisen sisällöntuotannon aiheuttamat jännitteet tuotantokulttuurissa : Tapaus Uusi Päivä

Abstract

Uusi päivä [New Day], which aired from 2010 to 2018, was one of the Finnish Broadcasting Company Yle’s first multiplatform drama productions. The serial was initially branded as a serial for family audience, but from the very beginning the serial was also aimed to bring more teenage and young adult viewers to Yle. This is why it included extensive online content on several social media channels, such as Facebook, Instagram, Twitter, Snapchat, Spotify and YouTube, and the serial even had a specialized online team. Based on ethnographic observation and interviews conducted in spring 2015, this research highlights how multiplatform content production required changes in the usual ways of making television drama. The change in production culture was not simple, as there was tension within the production team between employees who focused on making television drama and those who wanted the serial to be more transmedial in its storytelling. This tension was mainly generated by three central aspects of production: the tight schedule of TV serial production, the organisational separation of employees producing online content or television serial, and differences in the work identities of different kinds of employees.