At the turn of the 21st century, Ina, the French national broadcast archive planned a 15-year digitisation strategy for its collections, giving priority to public access and availability of its heritage, notably for a younger, web literate , generation. Building on that policy, the Ina web video platform, Ina.fr, was launched in 2006 to provide on-line access to the general public of a vast sample of videos (31 000 hours, 330 000 video items) available from 50 years of broadcast archives. On this new platform, once endangered broadcast archives were re-purposed, re-contextualised, sometimes re-edited and somehow 'revamped' for contemporary viewers. The case study presented hereafter relies on original broadcast archive material published in various contexts on this platform. It focuses on context and interpretation from a semiotic point of view.