부산대학교 도서관

The article discusses repositioning and reconceptualization of British Broadcasting Corp.'s iPlayer internet streaming platform, in an attempt understand and rationalize its own role as a digital broadcaster in ways to extend and diverge from its previous strategy. It mentions discourses, dispositions and tactics that have coalesced around iPlayer in managerial discourse. It also mentions development of an organizational structure that invited thinking across the television/new media divide.