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‘Moments and opportunities’: Interstitials and the promotional imagination of BBC iPlayer

Grainge, Paul



This article examines the promotion of the BBC’s online streaming and download service, iPlayer, as it has been presented to audiences through broadcast television. Analysing transitions in the BBC’s representation of iPlayer, it considers the promotional imagination of the service during the 2010s, a period when the Corporation was striving to communicate its digital identity and broaden iPlayer within mainstream use. Through industrial–textual analysis, the essay considers the paratextual function of iPlayer interstitials, and the relation of on-air promos to the Corporation’s internal strategy for the service in moving ‘beyond PC, beyond catch-up, beyond the early-adopter’.


Grainge, P. (2017). ‘Moments and opportunities’: Interstitials and the promotional imagination of BBC iPlayer. Critical Studies in Television, 12(2), 139-155.

Journal Article Type Article
Acceptance Date Dec 1, 2016
Online Publication Date Mar 20, 2017
Publication Date Jun 1, 2017
Deposit Date Jul 10, 2017
Publicly Available Date Jul 10, 2017
Journal Critical Studies in Television: The International Journal of Television Studies
Print ISSN 1749-6020
Electronic ISSN 1749-6039
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 12
Issue 2
Pages 139-155
Keywords BBC iPlayer; interstitials, on-demand television; paratexts; promos; public service broadcasting
Public URL
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