Fra Broadcasting Til Narrowcasting? En Studie Av Fragmentering Med Vekt På Nisjekanalene NRK3, FEM Og MAX Og Deres Målgrupper

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Fra Broadcasting Til Narrowcasting? En Studie Av Fragmentering Med Vekt På Nisjekanalene NRK3, FEM Og MAX Og Deres Målgrupper CORE Metadata, citation and similar papers at core.ac.uk Provided by NORA - Norwegian Open Research Archives Fra broadcasting til narrowcasting? En studie av fragmentering med vekt på nisjekanalene NRK3, FEM og MAX og deres målgrupper Av Mari Strønstad Øverås Masteroppgave i Medievitenskap Institutt for medier og kommunikasjon Universitetet i Oslo 28.11 2011 II Sammendrag Etter etableringen av det digitale bakkenettet i 2007 har det norske tv-markedet blitt preget av to hovedtendenser: En sterk økning i antall nisjekanaler og en fragmentering av publikum. Disse tendensene er relaterte til hverandre, og målet med denne oppgaven er å undersøke forholdet mellom kanalenes strategier og publikums preferanser. Et hovedspørsmål som undersøkes er hvordan fragmenteringen av tv-markedet har endret relasjonen mellom tv-kanal og bruker. Metodisk tilnærming har vært kvalitative forskningsintervju med nøkkelpersoner i nisjekanalene NRK3, FEM og MAX, og tv-brukere i aldersgruppen 24 – 34 år. Analysen har tre hovedfunn. For det første etablerer tv-selskapene nisjekanaler for å konkurrere om attraktive målgrupper. Først og fremst for å tilby annonsørene definerte seersegmenter, men også for å tilby seerne et skreddersydd programtilbud. For det andre var det et skille mellom «konservative» og «eksperimenterende» seere, der førstnevnte foretrakk kringkastet tv, mens sistnevnte så tv-innhold via internett. For det tredje viste analysen at nedlastning har gjort det utfordrende å importere tv-serier, fordi seerne laster ned episodene isteden for å se kringkastet tv. Et mottrekk fra tv-kanalene er større fokus på egenproduksjon, som gir mer kontroll over distribusjonen og styrker kanalidentiteten. Abstract After the establishment of the digital terrestrial television in 2007, the Norwegian TV market has been characterized by an increase of niche channels, and an audience fragmentation. The aim for this thesis is to examine the relationship between channel strategies and audience preferences. The main question is; how has the fragmentation of the TV market changed the relationship between the TV channels and their viewers. The methodical approach has been qualitative research interviews with key employees in the niche channels NRK3, FEM and MAX, and TV viewers in the age group 24 to 34 years. The analysis has three main findings. First, the TV companies established niche channels to compete for market segments. Mainly, to offer advertisers a segmented audience, but also specified program options for the viewers. Secondly, there was a distinction between "conservative" and "experimental" viewers, whereas the conservative viewers preferred broadcast television, while the latter preferred to watch TV content via the Internet. Thirdly, downloading has challenged the TV channels' import of TV-series, because the viewers prefer to watch TV-series downloaded more than on broadcasted television. Thus the TV channels have increased their in house production, to gain more control over the distribution and strengthen their channel profile. III IV Forord Arbeidet med denne masteroppgaven har vært inspirerende og lærerik, men også frustrerende og isolerende. Mange har bidratt til å gjøre oppgaven bedre og prosessen enklere. Først og fremst vil jeg takke min veileder, Gunn Enli (vår 2010 - høst 2011), for god faglig kompetanse, engasjerende veiledninger, og for at din dør alltid har stått åpen når jeg har trengt en gjennomlesning eller en motiverende samtale. Dine innspill har vært uvurderlig i denne ”masterboblen”. Jeg retter en stor takk til mine informanter; Elisabeth Mjøs fra NRK, Nina Lorgen Flemmen og Vegard Nøss fra TVNorge, for at dere satte av tid til å stille opp til intervju og dele deres innsiktsfulle refleksjoner om tv-bransjen til denne oppgaven. Jeg vil også takke de engasjerte ”tv-seerne” som åpnet sine hjem og delte sine erfaringer med meg. Takk til medstudenter på IMK for hyggelige lunsj- og kaffepauser, med og uten mastersnakk. Spesiell takk til Ingvild Koløen for korrekturlesning, og for å ha gjort hverdagen i og utenfor lesesalen til gode minner. En stor takk til alle venner og familiemedlemmer som har vist støtte og forståelse for mine oppturer og nedturer gjennom skriveprosessen. Det har vært fint og nødvendig å være sammen med dere når jeg trengte fri fra fag og masteroppgave. Sist, men ikke minst, tusen takk til mamma og pappa for språkvask, pc-support og at dere alltid har troa på meg når jeg minst har det selv. Bedre støttespillere skal man lete lenge etter. Oslo, november 2011 Mari Strønstad Øverås V VI Innholdsfortegnelse 1 INTRODUKSJON................................................................................................................. 1 1.1 B AKGRUNN OG ETABLERING AV FELTET .................................................................................................... 3 1.1.1 Fra fellesskap til fragmentering ........................................................................................................... 3 1.1.2 Medieerfaringer i tv-mediets brytningstid ............................................................................................ 4 1.2 P ROBLEMSTILLINGER ................................................................................................................................. 5 1.3 O PPGAVENS DISPOSISJON ............................................................................................................................ 5 2 TEORETISKE PERSPEKTIVER....................................................................................... 7 2.1 T V-MEDIETS TRE FASER : FRA KANALMONOPOL TIL NISJEKANALER ........................................................ 7 2.1.1 Monopolfasen ....................................................................................................................................... 8 2.1.2 Flerkanalsfasen .................................................................................................................................... 9 2.1.3 Fragmenteringsfasen.......................................................................................................................... 10 2.2 K RINGKASTET TV : FRA FLYT TIL BRUDD I SENDEFLATEN ....................................................................... 13 2.2.1 Sendeflaten i en brytningstid? ............................................................................................................ 13 2.2.2 Tv-mediets konvergens med internett ................................................................................................. 15 2.2.3 Tv og internett..................................................................................................................................... 16 2.2.4 Teorier om kringkastingens fremtid.................................................................................................... 17 2.3 T V-SEERNE : FRA MASSE TIL FRAGMENTER .............................................................................................. 20 2.3.1 Den aktive tv-seeren ........................................................................................................................... 20 2.3.2. Tv-bruk og identitet ........................................................................................................................... 22 2.3.3 Et skille mellom konservative og eksperimenterende brukere............................................................ 23 2.4 O PPSUMMERING ........................................................................................................................................ 24 3 METODISK TILNÆRMING............................................................................................ 25 3.1 V ALG AV METODE ...................................................................................................................................... 25 3.1.1 Det kvalitative forskningsintervju....................................................................................................... 26 3.2 U TVALG OG REKRUTTERING..................................................................................................................... 27 3.2.1 Definisjoner: ekspertinformanter og tv-bruksinformanter.................................................................. 27 3.2.2 Utvalg og rekruttering av ekspertinformanter.................................................................................... 28 3.2.3 Rekruttering av tv-bruksinformantene................................................................................................ 28 3.3 PLANLEGGING OG GJENNOMFØRING AV INTERVJUUNDERSØKELSENE ................................................... 29 3.3.1 Utførelse av intervjuguider................................................................................................................. 30 3.3.2 Pilotintervju........................................................................................................................................ 30 3.3.3 Intervju med ekspertinformantene ...................................................................................................... 30 3.3.4 Intervju med tv-brukerne .................................................................................................................... 31 3.3.5 Transkribering og bearbeiding av intervjuene ................................................................................... 33 3.4 E TIKK OG PERSONVERN ...........................................................................................................................
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