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Ung Tv-Revolusjon? Ung tv-revolusjon? Endringer i 20-29 åringers bruk av tv-mediet Av Håkon Lund Sørensen Masteroppgave i medievitenskap Institutt for medier og kommunikasjon UNIVERSITETET I OSLO Mai 2014 I © Håkon Lund Sørensen År 2014 Ung tv-revolusjon?: Endringer i 20-29 åringers bruk av tv-mediet. Håkon Lund Sørensen http://www.duo.uio.no Trykk: Reprosentralen, Universitetet i Oslo II III Sammendrag I de senere år har tv-mediet i Norge endret seg. For det første har antall riksdekkende norske kanaler økt som følge av digitaliseringen av bakkenettet. For det andre har tv-kanalene utvidet sitt tilbud til nettbaserte tv-tjenester. Denne oppgaven undersøker hvordan norske 20- 29 åringer har endret sin bruk av tv-mediet fra 2004 til 2013. I oppgaven undersøkes 20-29 åringenes bruk av tradisjonelt tv, tidsforskjøvet tv-seing og tv-seing på nye plattformer. Metoden i oppgaven er kvantitative analyser av norsk mediebransjes egen undersøkelse av tv-bruk; TNS Gallups tv-undersøkelse. Der det er aktuelt å se på bruk av nye former for tv- seing suppleres det med andre undersøkelser. Oppgaven har fire hovedfunn. For det første har 20-29 åringene redusert sitt konsum av live- tv (tradisjonelt tv) i den aktuelle perioden. For det andre ser de langt mer på nisjekanaler enn hva de gjorde i 2004. For det tredje ser de betydelig mer på audiovisuelle bestillingstjenester via videostreaming. Disse tre funnene leder til det siste funnet i oppgaven: 20-29 åringer sin daglige bruk av tv-mediet er ikke markant lavere enn resten av befolkningen, men de ser tv på andre måter enn de eldre. Abstract In recent years, television in Norway has changed. First, the number of niche channels has increased as a result of the digitalization of the terrestrial netwoork. Second, tv channels have started offering their programs on new platforms. This thesis examines how 20-29 year old Norwegians have changed their use of television from 2004 to 2013. The thesis examines how 20-29 year olds use traditional tv, time shifted tv and videostreaming. The methodical approach in this thesis is quantitative analysis of data from TNS Gallup´s tv-meterpanel. In addition to this, other surveys are analyzed to examine how the 20-29 year olds are using new media. There are four main findings in this thesis. Firstly, the 20-29 year olds have decreased their use and reach of traditional tv (live tv) from 2004 to 2013. Second, they are spending more time watching the niche channels, and thirdly, they have increased their usage of video streaming. These three findings leads to the fourth finding. The 20-29 year olds daily use of television is not significantly lower than the rest of the population, but they watch television in other ways than their elders. IV Forord Arbeidet med denne masteroppgaven har vært en morsom og lærerik prosess. Samtidig har det til tider vært krevende. Heldigvis har jeg hatt mange flinke og hyggelige folk rundt meg i denne prosessen. Først vil jeg takke min veileder, Knut Lundby. Din interesse for oppgaven har vært helt avgjørende. Veiledningstimene har vært både inspirerende, faglig nyttige og ikke minst hyggelige. Videre vil det være på sin plass å takk gode bransjekolleger for deres bidrag til denne oppgaven. Takk til alle i NRK sin analyseavdeling. Hver og en av dere har bidratt til oppgaven, ikke minst ved å ha gjort meg interessert i faget. Takk til Kristian Tolonen for faglige tilbakemeldinger, inspirasjon og tilgang på data. Takk også til Espen Blystad for data og nyttig livsvisdom. Knut-Arne Futsæter i TNS Gallup skal ha en stor takk for konstruktive tilbakemeldinger og tilgang på data. Takk også til Hanne Teigum for informasjon om tv- undersøkelsen. Maren Eline Fossan i TV3 skal ha takk for data og hyggelige mastersamtaler. Knut-Arne Futsæter og Hilde Thoresen skal videre ha en stor takk for å ha motivert meg til å skrive denne oppgaven i tider der jobben i TNS Gallup eller NRKs analyseavdeling har virket mer forlokkende enn studier. Takk til medstudent Thomas Ingebretsen for konstruktive tilbakemeldinger og en fin studietid på IMK. Takk til Pål Dahlquist for grundig gjennomlesning, referansehjelp og korrektur. Takk også til andre venner og min familie. Mari Munkejord skal ha en stor takk for korrektur og tilbakemeldinger på oppgaven. Du skal også ha takk for et liv ved siden av jobb og studier. V Innholdsfortegnelse Tabell- og figurliste ...................................................................................................................VIII Tabeller................................................................................................................................................................... VIII Figurer..................................................................................................................................................................... VIII 1 Introduksjon............................................................................................................................. 1 1.1 Norsk Tv-historie – tre faser......................................................................................................1 Monopolfasen............................................................................................................................................................ 2 Flerkanalsfasen ........................................................................................................................................................ 3 Fragmenteringsfasen............................................................................................................................................. 4 1.2 Problemstilling...............................................................................................................................5 1.3 Oppbygging......................................................................................................................................7 2 Teoretiske perspektiver....................................................................................................... 8 2.1 Tv-mediet i fragmenteringsfasen.............................................................................................8 Nisjekanaler............................................................................................................................................................... 8 Konvergens ............................................................................................................................................................. 10 Tv-innholD på nye plattformer....................................................................................................................... 12 Tv-meDiet i Det senmoDerne samfunn........................................................................................................ 14 2.2 Tv-seeren....................................................................................................................................... 16 Publikum og allmennheten .............................................................................................................................. 17 Publikum versus brukeren............................................................................................................................... 18 2.3 Tv i dag og i fremtiden .............................................................................................................. 20 2.4 Oppgavens definisjon av tv-mediet...................................................................................... 23 3 Metodisk tilnærming............................................................................................................25 3.1 Valg av metode ............................................................................................................................ 25 3.2 Publikumssurveys som metode............................................................................................. 27 Kommersielle målinger av publikum i Norge .......................................................................................... 27 Kritikk av kommersielle publikumsmålinger .......................................................................................... 28 3.3 Tv-undersøkelsen....................................................................................................................... 29 Utvelgelsen av enheter....................................................................................................................................... 29 Innsamling av Data............................................................................................................................................... 31 3.4 Analysen av dataene.................................................................................................................. 33 3.5 Vurdering av datakvalitet........................................................................................................ 35 Reliabilitet ............................................................................................................................................................... 35 ValiDitet .................................................................................................................................................................... 37 Generaliserbarhet ................................................................................................................................................ 39 Etikk ..........................................................................................................................................................................
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