By the time you read this article, a good deal of its content may already be outdated.
As the media habits of the population are constantly changing, this continues to impose new demands on publishing and marketing activities at the Nordic public service TV stations – and they all tackle the challenge differently.
This became clear at a two-day workshop for 40 Nordic TV producers held in Oslo in March 2018.
The meeting highlighted an urgent need for prolonged rights to TV content.
“People want to be able to watch what they want, when they want. We have to make that possible by ensuring long-term rights to our content,” said Arne Helsingen, Head of TV at NRK and instigator of the meeting.
“We test and learn new methods, and we have to do this at a pace as rapid as the changes in people’s media habits.”
- Petri Jauhiainen, Head of Publishing at Yle
We have to change fast
Petri Jauhiainen, Head of Publishing at Yle, pointed to the challenges all producers face to organise, plan and manage linear TV.
And he called for knowledge-sharing and more regular meetings across the TV stations.
“We test and learn new methods, and we have to do this at a pace as rapid as the changes in people’s media habits. Although we might not get a definite indication of what will be most effective, we have to try to identify what works best right now,” he said, pointing to NRK’s streaming platform as an inspirational example.
Cooperation makes us stronger
“The Nordvision partnership is based on sharing what we own. This also applies to insight and best practice. We continue to expand our cooperation and believe that there’s great value in sharing content and knowledge,” said Arne Helsingen, who was very satisfied with the two-day event.
“These meetings give us the flexibility to work a little closer, in smaller groups, between meetings.”