Social networking sites have become staples in everyday life in many parts of the world. Public service broadcasters have ventured on to such services, aiming to reach new users. This move triggers a line of question about the borders between the public and the commercial, the control of content and the shifting power in media policy. Focusing on the Norwegian Broadcasting Corporation's use of Facebook, this article offers insights into what exactly is new about the challenges posed by social networking sites, and explores how this instance of hybrid arrangements impacts on our understanding of public service media.
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