HEALTH AND LIFESTYLE TO SERVE THE PUBLIC

This study traces the changes of a prime-time health and lifestyle television programme (Puls) on the main channel of the Norwegian Broadcasting Corporation (NRK) across the last decade. The overall pattern of change is that as a public-service broadcaster, the NRK continues to broadcast factual programmes in prime time, which incorporate different entertainment and interactive elements to guarantee their popularity and relevance to the viewers. The integration of television and online activity has lessened over the years. The television content has become more lifestyle-oriented, while the Internet content has more stress on factual information and news. The use of reality elements has led to a strong emphasis on motivating the viewer to adopt an active lifestyle, while the viewers’ possibilities to participate actively in the programme have diminished.