NRK radio on mobile phones

Leif-Kjartan Bjørsvik, Head of Digital radio, Norwegian Broadcasting Corporation (NRK)

Why develop this service?

• Being where the audiences are

• Being present at all media plattforms. Staying in tune wit changing media consumption

• Reaching younger audiences/consumers

• Increasing media consumption on mobile phones

Process

• NRK started working on the project in February2009

• Develop ourselves?

• Cooperation/alliances with other broadcasters?

• Purchasing a finshed product?• Purchasing a finshed product?

• Descision in November 2009

• Launch 14. January 2010

• First broadcaster in Scandinavia with apps for bothiPhone, Nokia and Android

Added value

• Radio merging with nrk.no, weather services, traficservices

• New services in the P3-app

”Overdue, but excellent and completely free”

Response

Some statistics

• No 1 in iTunes 11 hours afther launch

• No 1 for over a week

• NRK radio: 54.500 downloads

• P3: 31.680 downloads

Total: 86.180 downloads• Total: 86.180 downloads

Use

• Listening via streaming has increased dramaticallyover the last 3-4 months

• During the previous two weeks there has beenalmost as many users on streaming as on ourinternet radio (70.000 and 80.000 users on a weeklyinternet radio (70.000 and 80.000 users on a weeklybasis)

• Streaming service has been started more often thanthe internet radio player (500 000 vs 400 000).

Improvements

• Favourites-button

• Sound quality

• Streaming stability

Navigating within the webpages used in the app• Navigating within the webpages used in the app

• Statistics and analysis

Road ahead

• Symbian 5 (Nokia)

• Consider Windows

Moving on to television?

• Important to be where the audiences are

• NRK radio apps on mobile phones is a sucsess!

• Supplement to traditional broadcasting

• Improve marketing

Consider more apps for other plattforms – based on• Consider more apps for other plattforms – based onuser behavior and demands

lkb@nrk.nolkb@nrk.no

Twitter: @lkbjorsvik