Denmark has a long and strong public service tradition of children’s television. However, theDanish Broadcasting Corporation, DR, did not cater for the youngest children until 2021, when they launched Minisjang, a platform aimed at one- to three-year-olds, digitally available via DR’s general streaming platform, DRTV, and a separate app, DR Minisjang. This article examines how Minisjang has adapted to the general strategy and guiding principles for a modern broadcaster like DR and considers the values and intentions involved in addressing the youngest children with a digital public service offer. This study is based on analyses of DR policy documents and interviews with employees in central positions at Minisjang. The analysis illustrates that, on the one hand,
Minisjang is strategically aligned with the logics of modern public service providers; on the other, the branding of Minisjang strongly emphasizes classic public service values for both children and adults using the platform.