Audiovisual content and transmedia narratives in European public service media

Purpose This study critically examines how European public service media (EPSM) are leveraging innovation to address contemporary market challenges, focusing on the role of media laboratories as engines for digital transformation and transmedia narrative development. The purpose of this study is to demonstrate that EPSMs systematically implement medialabs to foster innovation and differentiate themselves from commercial competitors. Design/methodology/approach Using narrative textual analysis within an exploratory and comparative framework, this research examines the media labs of EPSM in the five most populated European Union (EU) countries, all European Broadcasting Union (EBU) members. The sample is based on a comprehensive review of digital platforms and social networks managed by these organizations. In addition, the study presents a case study of the RTVE Audiovisual Innovation Lab, drawing on interviews with key members of the management and digital content teams. Findings The results indicate that European public broadcasters are increasingly adopting media labs as catalysts for digital innovation and participatory content creation. The most prevalent outputs include Web series, entertainment programs, music shows, podcasts and documentaries, designed to enhance user experience and promote engagement. These initiatives modernize broadcasting models and pioneer transmedia storytelling strategies in public service media. Research limitations/implications The sample is limited to five EBU member countries but provides a representative overview of prevailing trends in digital transformation and innovation. Future research should broaden the scope and include longitudinal data to further validate these findings. Originality/value This research offers new insights into how EPSM use medialabs to innovate, strengthen transmedia narratives and adapt to evolving audience behaviors in the digital era.