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After struggling to reach younger society members with public service content, public service broadcasting of Germany launched online-only youth offer "funk" for 14-29 year olds. Current study attempted to explore, conceptualize and analyze production management of "funk" offers at Northern German Broadcaster (NDR). Based on internet media production management framework, theories of internet media users, media innovation and dynamic capabilities, four research questions were proposed. Thematic analysis of semi-structured interviews with 5 NDR practitioners indicated various themes and subthemes answering the questions. Dynamic capability analysis showed that production of "funk" offer at NDR is successfully managed so far. Thus, current study offers valuable insights on successful production management of online-only public service media content relevant for existing and future public service media practitioners as well as media management scholars.

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Noskovs, Edgars
Edgars Noskovs, M.A.MCSc.: Studied Masters in Media and Communication science at Ilmenau University of Technology (Technische Universität Ilmenau). Gained experience in Latvian (LTV, LR) and German (ARD, NDR) public service media as a TV and radio producer as well as assistant program manager. Worked for the European Parliament as a translator.

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