Digital strategies and third-party platforms: How Nordic public service media are reframing their audio strategies for the future | Intellect Skip to content
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Abstract

Nordic broadcasters have created guidelines that will shape their future radio and audio offerings. As large international enterprises occupy increasing shares of national audio markets, Nordic broadcasters are reconsidering their relationships with third-party platforms. For example, the Finnish Yleisradio (Yle) decided to close one of its FM radio channels. At the same time, the company removed its podcasts from third-party platforms. Currently, Yle aims to substantially increase its podcast offerings on its own digital platform. This comparative study of four public service media (PSM) organizations in Finland, Sweden, Denmark and Norway and their audio strategies shows that the experts responsible for developing audio services have increasing doubts regarding the distribution of their content on third-party platforms. This study suggests that PSMs’ relationships with third-party platforms have become more complex than before, challenging the core PSM value of universalism. The study also argues that national media policies are incapable of regulating international audio distribution.

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2023-04-27
2024-05-01
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