Professional journalistic television production adheres to norms established by traditional media. These norms can be identified via certain types of indicators as listed below. The project examines how alternative media relate to these norms. Our empirical material is the discussion program Morgongänget on the Swedish internet TV channel Riks. We will describe and evaluate its media design in detail, that means, technical aspects and production features such as camera positions, rhetorical means (including language and gestures), sound, dramaturgy, interaction between the participants and its music intro. Two different approaches will be employed in order to get a grip on the profile of this program: First, we will randomly choose some broadcasts for establishing patterns and typical design features of this program. Second, we will compare this alternative morning show with a morning show on a Swedish mainstream channel. For this juxtaposition, we will choose programs that were broadcast on the same day. Through this comparison we will be able to highlight differences and similarities between the designs of both programs. In addition to the technical features, we will evaluate and scrutinize whether and how the program Morgongänget sticks to professional journalistic ethical rules and standards such as truth, honesty, fairness, accuracy, objectivity and non-partisanship. What sets of narratives, expressions, beliefs and stereotypes are used in this type of alternative media format and do these differ from corresponding programs in a public service concept?