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What Will Be the Future for Local Broadcasting in Norway?1  Ilona Biernacka-Ligięza UNIVERSITY of OPOLE, POLAND UNIVERSITY of OSLO, NORWAY

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What Will Be the Future for Local Broadcasting in Norway?1  Ilona Biernacka-Ligięza UNIVERSITY of OPOLE, POLAND UNIVERSITY of OSLO, NORWAY What will be the future for Local Broadcasting in Norway?1 Ilona Biernacka-Ligięza UNIVERSITY OF OPOLE, POLAND UNIVERSITY OF OSLO, NORWAY ABSTRACT: In the era of the market-driven media, the digital transition and the ‘new media’ reign we should consider what will be the future of local broadcasting. First of all, we should look at the broadcasting legislation process – especially changes connected with the rules and privileges given to the local and community broadcasters. Second point worth consideration is the case of the tradi- tional local TV and radio stations in Norway. A few questions should be asked, for example: if the local TV/radio fulfi ls the local medium function; which is the dominant function for the local broad- casters; what will be the future of local TV/radio station; if web TV/radio replace traditional ones; what is the local programmes content etc. Th ird point which should be analyzed is the role of local TV and radio in creating local identity and local democracy. We should look at the local communication level from the wide perspective: relation global–local; globalization–glocalization. KEYWORDS: local radio, local TV, new media, broadcasting, WEB TV, Internet, society, glocaliza- tion, globalization INTRODUCTION Local media perform a linking function for displaced audiences in a global land- scape. Consumption of ‘home-based press’ in a foreign context is mainly a ritualistic cultural practice in securing personal identity, familiar formulations of cultural spaces, and communities of origin. Scientifi c research revealed that national me- dia allowed society to (re)produce situated identity marks menaced by globaliza- tion. Audiences may use local media to ground themselves in symbolic environ- ments in which external and internal boundaries are reassured through time and space. In local cultural setting, individual and collective identities acquire stabil- ity and self-confi dence. 1 Th is publication has been supported by the EEA funds (Norwegian Grants) which the author was granted in the year 2008. CENTRAL EUROPEAN JOURNAL OF COMMUNICATION 1 (2010) ISSN 1899-5101 147 Central European Journal of Communication vol. 3, 1(4), 2010 © for this edition by CNS JJournal_3(4)_new.indbournal_3(4)_new.indb 114747 22010-05-05010-05-05 115:10:195:10:19 Ilona Biernacka-Ligięza Current trends such as technological convergence, free movement of goods, services and capi tal, as well as market mergers and acquisitions, oft en jeopardize the potential growth of local cultures, particularly in developing countries and in tran- sition countries. Cultural industries are increasingly concentrated in the hands of a few players who have advanced technical capa cities for producing and distributing creative products. On the other hand, in order to fl ourish, what local cultures need is not to be preserved unchan ged but to live and develop in their own way, as they themselves choo se. And in this, they can benefi t from the use of the new tools of information, knowledge and communication which they can obtain only by increasing their con- nections to the larger world. Cultural exchange is also a key factoring breaking down the barriers to good relations between people and human groups and a pow- erful instrument of ‘preventive diplomacy.’ When we look at present media landscape we will defi nitely see what a huge impact the globalization has on local media within specifi c cultural and national contexts. Many scholars analyzing today’s media trends notice that the global media concerns, if they want to achieve the market, must be aware of local needs and they must adjust their programs to the local context. Moreover, it is seen that locality year by year is perceived as an important factor of media economy. For example, media in Norway are very concerned about the audience and very oft en the target is to go with the news (and adverts of course) to the very bottom. Th e situation at the Norwegian local and regional press market is rather very stable while the big national titles suff er from huge losses each year. We could see the process of mutual cooperation of the press on diff erent levels – from local to glo- bal. But it is also worth to look at the Norwegian local media market from the broadcaster perspective which at the moment seems to be rather more ‘gloomy’ than the printed press one, especially when we take into consideration local TV. Th is article is trying to present contemporary state of local broadcasting in Nor- way. Th e text is divided into two parts (fi rst presenting local radio, second local TV) and it is based on: data given by SSB and TNS Gallup; interviews and surveys followed by the author in 2008. LOCAL RADIO IN NORWAY Average weekday listening percentage of the local radio at the beginning of the 21st century balances at the level between 10 to 15% (2007/2008 was 13%). NRK total is around 50%, P4 24% and Kanal 24 (Radio Norge) 7%. When we take into consideration listeners’ age, we see that the listening level of local radio decreas- es while the age rises. It is the other way round with the public national channel NRK but similar to commercial stations P4 and Kanal 24. Th e explanation can be the content of broadcast programmes. Local radio stations’ main task is ‘entertainment’ and ‘playing popular music’ but NRK is based mainly on 148 CENTRAL EUROPEAN JOURNAL OF COMMUNICATION 1 (2010) Central European Journal of Communication vol. 3, 1(4), 2010 © for this edition by CNS JJournal_3(4)_new.indbournal_3(4)_new.indb 114848 22010-05-05010-05-05 115:10:195:10:19 What will be the future for Local Broadcasting in Norway? Fig. 1. Radio listening – daily channel reach 1997–2007 (share of population, per cent) Source: SSB; TNS Gallup. Fig. 2. Radio listening – daily reach by sex (2007) Source: SSB; TNS Gallup. ‘news.’ There is no big difference between local radio listeners when we look at their sex. When it comes to syndication we can call it moderate. Th e Radio1 group has centralized production for 4 stations. NTB (Norwegian Telegram Bureau) has net- work news for local radio. Th is national news is further distributed via satellite to about 100 local stations, without competition. CENTRAL EUROPEAN JOURNAL OF COMMUNICATION 1 (2010) 149 Central European Journal of Communication vol. 3, 1(4), 2010 © for this edition by CNS JJournal_3(4)_new.indbournal_3(4)_new.indb 114949 22010-05-05010-05-05 115:10:195:10:19 Ilona Biernacka-Ligięza Fig. 3. Radio listening – daily reach by age (2007) Source: SSB; TNS Gallup. Fig. 4. Radio listening according to programm content (2007) Source: Norsk Mediebarometer 2007/2008, SSB. Local radio development At the beginning of local radio existence in Norway its main role (from the au- thorities point of view) was to break down the monopoly of the NRK. In the early eighties (1981/1982) 50 organizations and groups were given concessions to run some ‘test local radio channels’ (Nor. Nærradio). At the same time, the cultural 150 CENTRAL EUROPEAN JOURNAL OF COMMUNICATION 1 (2010) Central European Journal of Communication vol. 3, 1(4), 2010 © for this edition by CNS JJournal_3(4)_new.indbournal_3(4)_new.indb 115050 22010-05-05010-05-05 115:10:195:10:19 What will be the future for Local Broadcasting in Norway? authorities established a committee that was to consider permanent concessions for local radio stations in Norway (NOU 1982, p. 33, Nærradio). Main goals established for local radio broadcasters were quite closely tight to the ideology of creating strong local identity and free diff erentiate media. Local broadcasters were established in the name of freedom of speech and as a competitor and alternative to NRK. All channels must have stood out by the local content and local coverage. Th ey also must have provided support to the Norwegian language and culture development. Moreover, local broadcasters were obliged to give the support to the Norwegian economy by the development of independent production communities. From the cultural policy local radio was expected to expand the potential access to utterance, to provide choice of programmes and create content’s diversity. Local radio with commercials or not? Th e law about local broadcasting came into force on 1st of May 1998 and according to it commercials were allowed, but 16% of the income was to be put into a fund for further distribution. Moreover, it was a strong requirement for each local channel of having local ownership and local programme production. It was also obliged for local radio not to be managed by commercial interests. Together with new broad- casting law prohibition (for local broadcasters) against networking was intro- duced. First evaluation of the permanent local radio arrangement was carried out in the early nineties, unfortunately it showed that the local radio has become something diff erent from previously supposed goals (which were maybe too idealistic). It can be clearly seen that local radio has become more commercial and it has moved quite far away from the view from the eighties. It has rather lost lot of its local attachment and it does not seem to be as important as local paper in building the local identity. It can be observed that the paper still holds the strongest position at the local media market in Norway. Except loosing its local content local radio has started to create chain formations and retransmit programmes. What also seemed quite worrying signal for the future development of local radio in Norway was a rather weak econ- omy in this sector. In such a case one conclusion must have been drawn – both the authority and broadcasters should have found some kind of solution to improve the existing, rather not perfect, situation.
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