In a changing media environment, television is being transformed by the adoption of practices

such as audience participation and interactivity. This article analyses the ways in which

managers and producers in Finnish and Israeli public service and hybrid television companies

perceive participation and interactivity. We suggest that while these concepts can be described

by hybrid broadcasters using the technologically- and commercially-oriented concept

of ‘social TV’, the term does not adequately address the perceptions of socially-oriented

public service broadcasters (PSBs). Hence, we propose the society- and value-oriented

concept of ‘soci(et)al TV’ in an effort to conceptualise the PSBs’ perceptions concerning

the adoption of interactivity and participation practices while they seek to fulfil their social

commitments and objectives. Our argument is based on a comparative study of two different

broadcasting models (public service vs. hybrid) in two national media systems and cultures.