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NRK radio on mobile phones Leif-Kjartan Bjørsvik, Head of Digital radio, Norwegian Broadcasting Corporation (NRK)
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Page 1: NRK Mobilapps At RDE March 2010

NRK radio on mobile phones

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

Page 2: NRK Mobilapps At RDE March 2010

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

Page 3: NRK Mobilapps At RDE March 2010

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

Page 4: NRK Mobilapps At RDE March 2010

Added value

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

• New services in the P3-app

Page 5: NRK Mobilapps At RDE March 2010
Page 6: NRK Mobilapps At RDE March 2010

”Overdue, but excellent and completely free”

Page 7: NRK Mobilapps At RDE March 2010

Response

Page 8: NRK Mobilapps At RDE March 2010

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

Page 9: NRK Mobilapps At RDE March 2010

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).

Page 10: NRK Mobilapps At RDE March 2010

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

Page 11: NRK Mobilapps At RDE March 2010

Road ahead

• Symbian 5 (Nokia)

• Consider Windows

Page 12: NRK Mobilapps At RDE March 2010

Moving on to television?

Page 13: NRK Mobilapps At RDE March 2010
Page 14: NRK Mobilapps At RDE March 2010

• 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

Page 15: NRK Mobilapps At RDE March 2010

[email protected]@nrk.no

Twitter: @lkbjorsvik