When anyone can be a media mogul, someone will – and what that means to mainstream mediaTuija Aalto, Head of New Media Development, Finnish Broadcasting Company20.10.2009

ContentsAbout YLE Actors of the future media landscapeNiche publishers and their significance to mainstream mediaSocial mediaYLE’s social media strategySocial web as a collaborative environment for journalists20.10.2009

YLE – The Finnish Broadcasting CompanySince 1926Funding: Television fee (224€) paid by 2 million householdsNo advertising 99.9% state-owned Operates under the Act on Yleisradio Oy20.10.2009

YLE Channels and servicesFour national television channels Share of daily television viewing 44.5% (2008) Six radio channels (25 regional radio programmes) Share of radio listening 52% (2008) Online service Yle.fi: News, sports, program guide, science, culture, musicWeb TV & radio ”YLE Areena”Reach: 1 Million weekly visitorsTV, radio and online reach 99% 20.10.2009

YLE New Media, Future LabFuture media environmentMedia use habits Innovation strategy for YLENetworkingOnline visibility (blogs, podcasts) Co-operation with active users 20.10.2009

38% read blogs5% write a blog20.10.2009

New actors in the media fieldProsumersProducer + Consumer = ProsumerPro AmsProfessional AmateursBloggers, podcasters, citizen journalists20.10.2009

BlogsSelf-expressionKnitting, fashion, foodFun with friendsCommunity Small audiencesMinimal cost of operationExperimenting with new business modelsExamples: Fashion blogsMouMouMouruaaColour me!20.10.2009

PodcastsSelf-expressionFun with friendsCommunity Small audiencesMinimal cost of operationExperimenting with new business modelsIn picturesLive at Finnish podcasters´ meetingHessun Kahvila podcast20.10.2009In touch with the audience. Foto: Erkka Piirainen CC-licence

VodcastsSelf-expressionFun with friendsCommunity Small audiencesMinimal cost of operationExperimenting with new business modelsExamplesDigitytöt – womens magazine = vlogazineBisnesmiehet -vodcast20.10.2009

Case: Sukellus.fi tsunami-list Diving website Sukellus.fi received the State Award for Public InformationFast and reliable information dissemination during the tsunami catastrophe (2004 Indian Ocean earthquake)Published names of tsunami survivors onlineForeign ministry and the press did not serve citizens with the information they needed20.10.2009Wikimedia Commonsmasa.net/pics

Case: Eyewitness video 20.10.2009Finnish examples of citizen’s producing and publishing widely interesting materialIndepencence day parade 2006, veteran commits suicide Mall in Helsinki, passer-by shoots with his mobile as guards use unnecessary forceYouTubeYouTube

Finnish examples of citizen’s producing and publishing widely interesting material

Indepencence day parade 2006, veteran commits suicide

Mall in Helsinki, passer-by shoots with his mobile as guards use unnecessary force

20.10.2009Case: Mobile streamingWith a smartphone, anyone can setup a tv stationErkka Piirainen, a student of University of Jyväskylä, broadcast a local news event just to show he couldA historical decision was being made in Jyväskylä in February 2008: three municipalities were fusing into oneMainstream media or the municipalities did not offer live video from the meetingsErkka Piirainen

With a smartphone, anyone can setup a tv station

Erkka Piirainen, a student of University of Jyväskylä, broadcast a local news event just to show he could

A historical decision was being made in Jyväskylä in February 2008: three municipalities were fusing into one

Mainstream media or the municipalities did not offer live video from the meetings

New actors´ significance to mainstream mediaSteals attention away from mainstream media?More interesting content produced by peers?There are not only threats, there are possibilities20.10.2009

YLE New Media Strategy Where we stand?20.10.2009

Where we standTogether with their partners the public service companies are powerful generators and packagers of content.20.10.2009

Where we are aiming to be?20.10.2009

Where we are aiming to beThe networked content of public serviceswill be found packaged under various brands throughout the Internet on the websites of various businesses and private individuals.Public service content will be adapted to allInternet-based user interfaces.20.10.2009

The future?20.10.2009

The futureThe public service companies will freely release all content on the Internet for use in any manner and for further public domain distribution.20.10.2009

The futureSpecial groups will develop their own applications using open source public service products to meet their own specific needs.20.10.2009

The futureExtensively indexed, public access archives will encourage a more profound historical awareness in society.20.10.2009

The futureThe public service companies will invigorate the networked community and motivate innovation.And innovators will invigorate the public service companies.20.10.2009

Journalistic work needs to go onlineJournalists will be spending more time online both researching stories and publishing themNew tools, new formats and journalistic innovations are the challenge20.10.2009

Serve smaller audience streams at a timeWe need to start serving smaller niche audiences, using online as publishing medium better We need to enable and support those members of the audience who produce content online To help and teach storytellingTo offer fresh news footage and archive material for reuseTo provide a publishing platform for the publics own stories within the YLE website, as a choice for foreign platforms20.10.2009

Social mediaWe understand social media as a process where people – citizens and consumers - engage in interactions and discussions online, informing and entertaining each other, using open public platforms available for all20.10.2009

YLE’s social media strategyYLE the Finnish Broadcasting company is present in social media in three ways: it’s 1) content 2) services 3) employees20.10.2009

Main principles of YLE’s social media strategyBeing active in social media means we accept more openness, more dialogue and less control of out brand and contentIt is about interaction with people, not just publishing20.10.2009

1. ContentEasy to link to Easy to gather around to discussTake it away (rss feeds, widgets)Rights to give the content to the public to use – to remix and republish - at their convenienceOffer our audiences a platform to publish 20.10.2009

2. Openness of servicesWe should offer open API’s (application programming interfaces) so that outside developers may utilize our content when developing new services and applications20.10.2009

3. Our presence onlineThe YLE staff will join online networks as part of their jobProgramme makers have the skills and the guts to use all kinds of online tools in developing journalistic expressionProgramme makers open their work processes and engage in discussion about their programmes.Those audiences who are interested in co-operating with our journalists are invited to do so20.10.2009

What journalists can do onlineInformation gatheringFiltering and distribution of gathered informationDiscussion, engagement in communities, hosting and moderatingOnline content production and publishing20.10.2009

Fields of the online environment for journalists20.10.2009Great openness of journalistic processLow profileonlineA high profile online personalityVery low openness of journalistic process