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NRK Mobilapps At RDE March 2010

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Programtitle at the radioconferanse Radiodays Europe "Radio in the mobile: Golden opportunities?"
Case study on NRKs approach to radio applications on mobile phone by Leif-Kjartan Bjørsvik, Head of Digital radio.

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NRK Mobilapps At RDE March 2010

  1. 1. NRK radio on mobile phones Leif-Kjartan Bjørsvik, Head of Digital radio, Norwegian Broadcasting Corporation (NRK)
  2. 2. 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
  3. 3. Process • NRK started working on the project in February 2009 • Develop ourselves? • Cooperation/alliances with other broadcasters? • Purchasing a finshed product? • Descision in November 2009 • Launch 14. January 2010 • First broadcaster in Scandinavia with apps for both iPhone, Nokia and Android
  4. 4. Added value • Radio merging with nrk.no, weather services, trafic services • New services in the P3-app
  5. 5. ”Overdue, but excellent and completely free”
  6. 6. Response
  7. 7. 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
  8. 8. Use • Listening via streaming has increased dramatically over the last 3-4 months • During the previous two weeks there has been almost as many users on streaming as on our internet radio (70.000 and 80.000 users on a weekly basis) • Streaming service has been started more often than the internet radio player (500 000 vs 400 000).
  9. 9. Improvements • Favourites-button • Sound quality • Streaming stability • Navigating within the webpages used in the app • Statistics and analysis
  10. 10. Road ahead • Symbian 5 (Nokia) • Consider Windows
  11. 11. Moving on to television?
  12. 12. • 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 user behavior and demands
  13. 13. lkb@nrk.no Twitter: @lkbjorsvik

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