This chapter uses the short-form tween drama Kär [In Love] as a case study to explore SVT Barn’s digital transformation. The data stem from interviews with SVT creatives and executives involved in the production – from commissioning to writing and directing the series. Specifically, the chapter analyses how online-first and mobile-first strategies are implemented in the public service media (PSM) attempt to attract young viewers in competition with YouTube, subscription video-on-demand services, gaming, and social media. SVT Barn’s search for a new identity in the digital media environment mirrors the identity search of the tween characters and viewers of In Love themselves, in a world of smartphones and digitally mediated interaction. The analysis concludes that an increased focus on interaction between producers and young audiences could result in a clearer, up-to-date PSM identity and an improved intergenerational dialogue.