Openness and accessibility

Swedish Radio´s embedded playerMats Åkerlund

Basic version

Miniversion

Live stream

THE EMBEDDED PLAYER -Anyone can use the player-No restrictions-All audio is available -Swedish Radio can not control the environment in which the player will be published

2.

-SR has full control over the content-It will remain on our servers-The player is a link-The embedded player is a window to SR-No new production of copies

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Radio in a new media landscape

42 channels400 programs

270.000 hours

ChallengeThe young audience listens less to Swedish Radio48% of Swedes listen every day 16% in the age group 9-19 years

Radio listening decreases 2000: 130 minutes/day2010: 86 minutes/day

Source: Mediebarometern Nordicom, SR Publik & Omvärldsanalys

”Our mission is to be where the audience is”

”Swedish Radio content should be found wherever the audience is and it should be easy to find the content”

Sveriges Radios February2011

Examples

Blog

NRK

Live-kanal på nyhetssajt

Facebook

July 2011 – February 2012:- 2.25 million started streams

- 3000 different sites/blogs have embedded the player

- 23.7 million exposures

- Equivalent to 6% of started streams on sverigesradio.se

ConlusionsDistribution used to be a matter of technologyOn the web, it is as much a matter of cooperation, trust and viral spreadSome of our content can be more relevant in another contextIt´s a win-win situationBroadcasting is still the backbone