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TV-Mediet I Endring – NRK Og TV 2 I En Strømmetid

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TV-Mediet I Endring – NRK Og TV 2 I En Strømmetid TV-mediet i endring – NRK og TV 2 i en strømmetid Ida Skolsegg Hjertaas Masteroppgave i film- og fjernsynsvitenskap HØGSKOLEN I INNLANDET, LILLEHAMMER Avdeling for samfunnsvitenskap 15.05.2019 ii Sammendrag Tv-mediet og tv-markedet er stadig i endring, der nett-tv satsninger og strømmetjenestebruk øker som aldri før. Med bakgrunn i vår tids teknologiske utvikling benytter nordmenn i alle aldere seg av tv-innhold på stadig nye plattformer. Strømmetjenester er nødt til å henge med i denne utviklingen om de skal være med i konkurransen om brukerne. NRK og TV 2 er Norges to ledende kringkastingskanaler, som begge har utviklet egne strømmetjenester: NRK TV og TV 2 Sumo. Formålet med denne masteroppgaven er å presentere et situasjonsbilde av dagens tv-situasjon, med fokus på hvordan NRK og TV 2 tilpasser seg endringer og forholder seg til konkurranse nasjonalt og globalt. Fokuset i oppgaven er å kartlegge hvilke strategier NRK og TV 2 benytter for å være med i kampen om brukerne, først og fremst når det gjelder tv-tilbud på nett. Strategiene formidles gjennom en komparativ analyse av to semi-strukturerte intervjuer, gjennomført med én informant fra NRK og én fra TV 2. Abstract The TV media and the TV market are constantly changing, where internet TV investments and the use of streaming services online are increasing as never before. Based on today's technological development, Norwegians in all ages use television content on ever-new platform devices. Streaming services have to keep up with this development if they are to participate in the competition for users. NRK and TV 2 are Norway's two leading broadcast channels, both of which have developed their own streaming services: NRK TV and TV 2 Sumo. The purpose of this thesis is to present a picture of today's television situation, focusing on how NRK and TV 2 adapt to changes and relate to competition nationally and globally. First and foremost when it comes to online TV offers, the focus of this thesis is to identify which strategies NRK and TV 2 use to participate in the competition for users. The strategies are communicated through a comparative analysis of two semi-structured interviews, conducted with one informant from NRK and one from TV 2. iii Forord Å skrive denne masteroppgaven har vært en lang prosess, både utfordrende og lærerik. Jeg har tilegnet meg kunnskap om tv-feltet som jeg ikke hadde fra før jeg startet arbeidet med denne oppgaven. Valg av tema for oppgaven besluttet jeg med et ønske om å lære mer om dagens tv-situasjon, med dens hurtige endringstakt, utviklinger og samtidens utallige muligheter for konsumering. Jeg vil takke mine veiledere Vilde Schanke Sundet og Roel Puijk for oppfølging, konstruktive tilbakemeldinger og gode innspill, som har hjulpet meg med motivasjon til å komme i mål med oppgaven. Jeg vil også takke Nicolai Flesjø i NRK og Christian Birkeland i TV 2 for å ha stilt opp til intervjuer og bidratt med interessant og nyttig informasjon knyttet til min oppgaves problemstilling. En spesiell takk til min kjæreste Audun Selmar for korrekturlesing, og for all støtte og motivasjon. Tusen takk også til gode venner og familie, for oppmuntring og motiverende ord gjennom hele prosessen. Asker, mai 2019 Ida Skolsegg Hjertaas iv v Innholdsfortegnelse 1 Innledning .......................................................................................................................... 1 1.1 Konkretisering av tema ......................................................................................................... 3 1.2 Hvorfor er dette interessant? ............................................................................................... 5 1.3 Hva står på spill? ................................................................................................................... 5 1.4 Problemstilling ....................................................................................................................... 6 2 Teoretiske perspektiver .................................................................................................... 7 2.1 TV distribuert via Internett: strømmetjenester ................................................................. 7 2.2 Programleggingsstrategier.................................................................................................... 8 2.2.1 Flyt («flow»), og endringer i programleggingen ........................................................... 11 2.2.2 Personalisering .............................................................................................................. 14 2.2.3 «Nudging» (dulte-teorien) ............................................................................................. 15 2.2.4 Sendetidspunkt .............................................................................................................. 16 2.2.5 «Binge watching» .......................................................................................................... 17 2.2.6 Plattformer ..................................................................................................................... 18 2.2.7 Kanalprofilering ............................................................................................................ 19 2.3 Konkurransefaktorer .......................................................................................................... 20 2.3.1 Global konkurranse ....................................................................................................... 20 2.3.2 Dobbelt marked ............................................................................................................. 21 2.3.3 Substituerbarhet ............................................................................................................. 21 2.3.4 Endringer ....................................................................................................................... 21 2.3.5 Innovasjon ..................................................................................................................... 22 3 Metodiske tilnærminger ................................................................................................. 24 3.1 Litteratursøk og kildeutvalg ............................................................................................... 24 3.2 Valg av metode ..................................................................................................................... 25 3.2.1 Semistrukturerte kvalitative intervjuer .......................................................................... 26 3.2.2 Litteraturgjennomgang .................................................................................................. 27 3.2.3 Komparativ metode/analyse .......................................................................................... 27 3.3 Adgangsbegrensning ........................................................................................................... 28 3.4 Datakvalitet .......................................................................................................................... 29 3.4.1 Reliabilitet ..................................................................................................................... 29 3.4.2 Validitet ......................................................................................................................... 30 3.4.3 Overførbarhet (ekstern validitet) ................................................................................... 31 4 NRK .................................................................................................................................. 32 4.1 NRK som allmennkringkaster ............................................................................................ 32 4.2 Kort status tv-seing de siste seks-syv årene ....................................................................... 33 4.3 NRKs hovedstrategier rundt publisering .......................................................................... 35 4.3.1 NRKs strømmetjeneste - NRK lineært .......................................................................... 35 4.3.2 Ulike publiseringsstrategier ........................................................................................... 36 4.4 Fremtidsrettete strategier ................................................................................................... 46 4.4.1 Global konkurranse ....................................................................................................... 46 4.4.2 Hvordan forholder NRK seg til endringer som skjer i tv-bransjen? .............................. 49 4.4.3 NRKs strategier for de neste fem årene, rettet mot strømme-tv .................................... 51 vi 4.4.4 Utfordringer fremover – hva står på spill for NRK i kampen om folks oppmerksomhet? 54 4.4.5 Utsikter for fjernsynets fremtid? ................................................................................... 54 4.5 Oppsummering .................................................................................................................... 56 5 TV 2 .................................................................................................................................. 58 5.1 TV 2 som allmennkringkaster ............................................................................................ 58 5.2 TV 2s hovedstrategier rundt publisering .......................................................................... 59 5.2.1 TV 2s strømmetjeneste – TV 2 lineært .........................................................................
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