Abstract
EastEnders is one of the most successful BBC programmes of recent years. Previous studies have concentrated on the text, its reception and its audiences. This article examines the project to get EastEnders on air from an institutional viewpoint. EastEnders was launched at a critical moment in the corporation’s history and was intended to demonstrate the BBC’s ability to produce popular programming. However, this required change both in the way programmes were commissioned and resourced, and in terms of professional culture at all levels of the organization. Using interviews with participants and internal documentation the article highlights problems, discussions and solutions involved.
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