DR Audience Research

The Development of Media 2011

The DR Audience Research Department’s annual focus on the development of the Danes’ use of electronic media The Development of Media 2011 page 2

ISBN 978-87-995081-0-5 The Development of Media 2011 page 3

4 Foreword 6 Chapter 1: Another year with a lot of TV viewing 12 Chapter 2: The Danish radio market is changing 18 Chapter 3: The slow and steady growth of the Internet 22 Chapter 4: The Danes carry the Internet in their pockets 26 Chapter 5: Many Danes surf the Internet while watching TV 32 Chapter 6: Breaking News: TV 2 News turns 5 38 Chapter 7: Is there more than one type of TV experience? 42 Chapter 8: Facebook is an everyday tool 49 The Development of Media 2011 page 4

Foreword

In 2011, the Danes’ media use has been characterized by two main trends. The traditional media use is very stable and we have seen significant changes in the Danes’ use of new media. These trends are highlighted in this year’s edition of The Development of Media.

By Lars Thunø Audience Research Manager, DR Audience Research The Development of Media 2011 page 5

In 2011, the Danes’ media use where users can visit web sites, has been characterized by two and it is also a distribution chan- main trends. The traditional nel that delivers content to oth- media use is very stable and we er media, for example to newer have seen significant changes television sets, set top boxes, in the Danes’ use of new media. gaming consoles and radios. These trends are highlighted in Does this mean that watching a this year’s edition of The Devel- TV show on a cell phone is a TV opment of Media. experience? Or is it a new type of The Danes spend a lot of time experience? on the two main forms of mass We are living in a modern world media, TV and radio. Even though that challenges our way of un- 2011 has not given rise to fur- derstanding and analyzing media ther increase in TV viewing, the use. New and old media coexist Danes nevertheless spend much and complement one another. time in front of the TV. On an av- Thus far the issue has not been erage day in 2011, a Dane spent whether one type of media re- 3 hours and 18 minutes watching places another type, but rather TV. Radio has lost listening time, that the total amount of time but we are talking very small we spend on media has increased losses compared to the media’s with the arrival of new media. high standards. Danes listen to You can read much more about the radio for an average of 2 the current media environment hours and 1 minute per day. In in Denmark in The Development other words, the Danes’ use of of Media 2011. the traditional broadcast media I hope you enjoy reading the is very stable. report. The Danish media habits are also changing, however. In 2011, the number of Danes who were online via their cell phones daily doubled to over a quarter of all Danes. Moreover, the Danes are avid users of the Internet in front of the TV, which is attrib- uted to an increased mobility of computers and access to wireless Internet in most Danish homes. We do not have the vocabulary yet to describe and understand the new opportunities that arise with the Internet. The Internet is an independent type of media The Development of Media 2011 Chapter 1 page 6

For how long do Danes watch TV each day? Target group: 3+ years Source: TNS Gallup TV-Meter

2h 31 min 3h 18 min 2006 2011 The Development of Media 2011 Chapter 1 page 7

tv

Another year with a lot of tv viewing

Although 2011 will not go down in history as the year when the Danes watched the most TV, they still switch on the TV many times a day. The Danes have spent the majority of their time in the company of the four Danish TV stations. New opportunities are waiting for the Danish TV viewers and they will soon have a greater say in how they assemble their own television packages.

By Kurt Holm Jensen and Henrik Gregor Knudsen DR Audience Research The Development of Media 2011 Chapter 1 page 8

The recent years’ boom in TV time. In spite of this decline, For how long do Danes watch TV each day? usage did not continue in 2011. TV 2 was the channel that the Minutes per day After three consecutive years of Danes tuned into most often. Age Group: 3 + years viewing time records and an an- The channel still has a good hold Source: TNS Gallup TV-Meter nual growth of 11% on average, of the Danish TV viewers when the TV usage decreased by 1% in Vild med Dans (Dancing with the 2006 2011. The average Dane watched Stars) rolls across the screen 151 3 hours and 18 minutes of tel- and a classic show like Hvem vil 2007 evision per day, so although the være millionær? (Who Wants to 148 explosive growth in daily viewing be a Millionaire?) is able to at- time has leveled off, the Danes tract over 1 million viewers on 2008 still spent a lot of time in front average after 12 years. 167 of the TV. The many hours a day The decline of the main chan- 2009 in front of the TV were primarily nel was more than offset by 189 spent on the four large TV sta- the other TV 2 channels, which tions, which are TV 2, DR, Viasat all advanced in 2011, with the 2010 including the TV3 channels and exception of TV 2 Film. All in all, 201 SBS with among others Kanal 4 the TV 2 family concluded 2011 2011 and Kanal 5. These four players with an average audience share 198 were responsible for a total of of 39.8% in 2011 compared to 84.6% of TV viewing in Denmark, 39.1% in 2010. which is an improvement of 0.9 TV 2 News, the TV 2 family’s percentage points compared to record breaker, had a year with 2010. In other words, they are many big news stories, much like still very dominant on the Danish DR Update. And TV 2 increased TV market. Both DR and TV 2’s its audience share from 2.8% in channels advanced collectively. 2010 to 3.5% in 2011. This is the first time since 2004 TV 2 Charlie also advanced in that both players show improve- 2011 and, with an audience share ment in the same year. of 3.8% against 3.4% in 2010, In 2011, the fragmentation of can now call itself Denmark’s the Danish TV market showed by fifth largest television channel. audience shares shifting within TV 2 Charlie caters to an older the four large TV stations. Here, audience that watches a lot of the largest channels lost shares, TV and weighs heavily when the whereas several of the smaller total ratings are added up. channels improved. DR: The three latest niche TV 2: A quantum leap for TV 2 channels improve News Also the DR family came TV 2’s main channel ended 2011 strengthened out of 2011 with with a decline of 0.8 percentage an increase: the result was an points and an audience share annual share of 28.3% of the of 27.4% of the total viewing total TV viewing compared to The Development of Media 2011 Chapter 1 page 9

Audience shares allocated on channels in 2010 and 2011 24 hours Age group: 3 + years Source: TNS Gallup TV-Meter

TV 2 DR TV3 SBS Others

39.1% 39.8%

16.3% 15.4%

7.0% 7.0%

9.7% 9.5%

27.9% 28.3%

2010 2011

1.3% 1.5% TV 2 Sport TV 2 Sport 1.7% 2.1% 2.8% 3.5% DR Ramasjang DR Ramasjang TV 2 News TV 2 News 0.9% 1.1% 1.1% 1.0% DR K DR K TV 2 Film TV 2 Film 1.0% 1.4% DR HD DR HD 3.4% 3.8% 0.5% 0.7% TV 2 Charlie TV 2 Charlie DR Update DR Update 0.3% 0.2% Voice TV Voice TV 2.4% 2.7% 1.3% 1.4% 4.6% 4.3% 1.3% 1.7% TV 2 Zulu TV 2 Zulu TV3 PULS TV3 PULS 6’eren 6’eren DR2 DR2 3.4% 3.6% 3.4% 3.3% TV3+ TV3+ 28.1% 27.4% 19.2% 18.8% Kanal 5 Kanal 5 5.0% 4.5% 2.0% 1.8%

TV 2 TV 2 DR1 DR1 TV3 TV3 Kanal 4 Kanal 4 2010 2011 2010 2011 2010 2011 2010 2011 The Development of Media 2011 Chapter 1 page 10

27.9% in 2010. Much like in 2010, penetration and because more This year’s 10 most watched television programs the increase can be attributed than half the population is now The list is an average for series with at least 3 episodes lasting 15 minutes, which are broadcast to the three newcomers; DR HD, able to watch the Sunday drama for the first time including any simultaneous transmission on DR HD. Sport is not included. DR Ramasjang and DR K as well in a razor-sharp image quality. Age group: 3 + years as DR Update. Source: TNS Gallup TV-Meter In spite of DR’s total pro- Viasat and SBS: Status quo gress, DR1 is still losing audience among the commercial channels X Factor, DR support. However, the decline Viasat and SBS share almost 1.784.000 is smaller than previous years the same story in 2011. While Borgen, DR and the total audience share TV3 decrease a little, the other 1.517.000 in 2011 was 18.8% compared channels in the Viasat Group to 19.2% in 2010. The decline is increased a little. SBS experi- Lykke, DR partly attributable to Fridays enced growth with 6’eren and 1.351.000 and Saturdays, which in 2011 had losses with the other channels. Vild med dans, TV 2 to do without Talent (a Danish All in all, the overall result for 1.295.000 talent show) and a number of both groups remained practical- old Danish movies that had been ly unchanged in 2011 compared Årgang 0 – år 11, TV 2 popular among viewers in 2010. to the 2010 levels. In 2011, the 1.149.000 DR2 also lost a bit of terrain in main channel TV3 experienced a Voice – Danmarks største stemme, TV 2 2011, and went from an audience 0.5 drop in audience share points 1.119.000 share of 4.6% to 4.3%. The relo- compared to 2010. The chan- cation of Bonderøven (a farmer nel was hit hardest on Mondays, Ludvig og Julemanden, TV 2 who lives the old fashioned way) where the 15th season of Robin- 1.113.000 to DR1 has meant that DR2 had son Ekspeditionen (Survivor) did Hvem vil være millionær?, TV 2 a weaker grip on the Danes on worse than previous seasons. 1.095.000 Sundays. On the other hand, In recent years, TV3 and Kanal Saturday theme days had a very 5 have focused on airing own Den som dræber, TV 2 strong year. productions on weekdays from 1.033.000 While DR1 and DR2 may report 7-8 p.m. – typically food pro- 21 SØNDAG, DR a decline in audience share, DR grams with a competitive edge. 939.000 Ramasjang has increased and Programs like Master Chef, concluded 2011 with an audi- Til middag hos (Danish cooking ence share of 2.1%. Ramasjang program with celebrities) and advanced even more among 4-stjerners middag (another the 3-10 year olds and had a Danish cooking program with great year with 19.7% of total celebrities) lost terrain on both TV viewing. Along with DR1, DR channels compared to similar Ramasjang is therefore the programs last year. channel that the children spend the most time in the company Increase in television of. Both DR K and DR HD also advertising revenue in 2011 increased their audience shares The financial crisis still has a a bit in 2011. The increase of DR firm grip on society, but the HD is due to an increased market television advertising market The Development of Media 2011 Chapter 1 page 11

has nevertheless experienced – regardless of package struc- channels have battled for their begin charging subscriptions an increase in 2011. Growth tures. The report recommends audience shares, as there are for their main channel. At the rates exceeding 20% during the political interventions to ensure more and more niche channels. moment, many agreements with first half of the year actually the recommended changes. Even the niche channels relin- distributors are in place, so it looked very promising, but in the At this time, however, we see quish viewers to each other. This seems unlikely that the chan- autumn, the picture changed indications that the politicians fragmentation of TV viewing nel will suffer a significant loss somewhat. At this time, the prefer to wait and see how the may prove to decrease if the of market penetration. TV 2 annual result is not fixed, but players on the market solve this increased freedom of choice has even announced that they different statements suggest task of an increased freedom of makes headway. Many niche eventually expect to lose about an increase exceeding 10%. choice. channels will have fewer funds to two percentage points in market For example, Mediawatch has One effect of an increased produce television content, and penetration. concluded that the increase of freedom of choice will probably it could become reality for a few Broadcast television will no 14.5% on average in television be that the average Dane will niche channels that they may longer be sent in the so-called funds will pass through the four have fewer channels. The main have to close. MPEG2 format from 11 Janu- major media agency groups, IUM, argument for the change is that This may end on either a ary 2012. There will be a shift OMD, Group M and Aegis. Various it will give consumers the oppor- positive or a negative note for to the newer standard MPEG4. studies indicate that the adver- tunity to avoid paying for chan- a media company like TV 2. The This means, among other things, tising market will not increase to nels that they will never watch, small channels, including TV 2’s that TV 2’s regional channels the same extent in 2012. A likely and a reasonable assumption own smaller channels, are under will get their own channels with scenario for 2012 is that sales is that a certain percentage pressure for subscription earn- extended airtime. Currently they will remain at roughly the same will grab this opportunity. Many ings. On the other hand, it may share airtime with various local level as in 2011. Nevertheless, of the smaller channels are prove to give the main channel TV stations and sign language maintaining turnover from 2011 highly dependent on a busi- more airtime in their battle for interpreters. With the exception will equal conpagerably more ness model where they receive viewers. of the regional news at 7.30 p.m., advertising funds for the com- turnover from subscriptions, When all is said and done, no the regional channels have a mercial television stations than so an increase in an a la carte one can predict how consumer very small proportion of viewing when the financial crisis hit the offering will place a great deal of behavior can be triggered by an time. But by getting their own market in 2009. pressure on these channels. In increased freedom of choice. channels, new opportunities may Norway, a working group under TV viewers today receive bulk arise. Two conditions for growth New possibilities for combining the Ministry of Culture issued discounts when they buy pack- are met by managing the entire television packages a report similar to that of the ages with TV channels. A lot will range of programs on the new Television stations that are Danish Competition Authority, also depend on distributor pric- regional channels independently dependent on subscription but with a different conclusion. ing. If the Danish TV viewers do combined with a blockbuster revenue are most likely heading The Norwegian report indicates not feel they are saving enough show at 7.30 p.m. on TV 2’s main towards an uncertain future. that a pure a la carte model is by opting out of a number of channel. On 3 November 2011, the Danish likely to reduce the price, quality channels, then the a la carte Competition Authority released and channel diversity that con- trend can quickly become a niche the report, ”The Distribution of sumers receive for instance in phenomenon. TV Channels”, which recommends the form of niche channels being Although the commercial a so-called a la carte selection shut down. channels are heading towards of channels. This is a model that uncertain times, it is far from gives TV viewers the possibility Increased choice can slow synonymous with the fact that of choosing which channels they fragmentation this business model is ruled out. are interested in subscribing to For a while now, the large main On 11 January 2012, TV 2 will The Development of Media 2011 Chapter 2 page 12

Radio listening in 2011 distributed on platforms. The figures apply to DR’s channels, as the whole market is not divided into platforms. Age group: 12+ years Source: TNS Gallup Radio Meter

89% FM radio 8% DAB radio 3% netradio The Development of Media 2011 Chapter 2 page 13

radio

The Danish radio market is changing

After some quiet years, 2011 brought about considerable changes on the Danish radio market. Radio24syv saw the light of day and took over P2’s FM frequency. P2 moved in with P1 on the FM band, and a new commercial channel with classical music was started. The commercial market collectively advanced, but DR still comprises more than three-quarters of the Danish radio listening.

By Peter Niegel and Dennis Christensen DR Audience Research The Development of Media 2011 Chapter 2 page 14

In 2011, the radio media contin- Commercial radio also reached Top 10: Listening shares in 2010 and 2011 ued the overall trend we’ve seen a broader audience, since 65% Listening shares in %. 2010 ranking in parentheses. for many years; both the number of Danes listened every week Audience: 12+ years of radio listeners and the total compared with 63% in 2010. Source: TNS Gallup Radio Meter listening time decreased. The The aforementioned total daily listening time for a Dane in loss of listening time of two 2010 2011 2011 was 2 hours and minutes cannot be attributed to 1 minute, which is two min- commercial radio, as the Danes 1. P4 Total (1) utes less than in 2010. Since increased their daily commercial 43.8% 2008, the radio media has lost radio listening time a little bit. 42.9% a total of 10 minutes of listen- Particularly Pop FM pulled up 2. P3 (2) ing time. It is worth noting that the average listening time, but 19.8% the decrease in listening time is also Soft Radio and The Voice 19.9% becoming smaller from year to advanced. On the other hand, year. The decrease in 2011 was the Danes spent a little less 3. P1 (3) lower than in 2010, which in turn time listening to the two biggest 7.1% was lower than the decrease in commercial stations, Nova FM 6.8% 2009. and Radio 100. 4. P2 Klassisk (5) In 2011, 94% of the Danes 4.4% listened to the radio every week DR decrease 4.3% just like in 2010, although levels While commercial radio ad- were marginally lower. So, radio vanced in 2011, DR regressed. 5. NOVA fm (4) media is still used by the vast Each week in 2010, 87% of Danes 5.0% majority of Danes. When it came listened to DR’s radio chan- 4.3% to listening to the different nels and in 2011 the figure had 6. Radio 100 (6) platforms, there were no major decreased to 86%. At the same, 3.2% changes in 2011. 89% of radio the daily listening time fell from 2.4% listening time was still via FM, 1 hour and 39 minutes to 1 hour while 8% of the listening was and 35 minutes. As a conse- 7. The Voice Total (7) done on DAB and 3% via the quence, DR’s share of total radio 1.8% Internet. listening fell from 80% in 2010 to 2.2% 78% in 2011. 8. Pop FM (11) Progress for commercial radio DR’s development must be 0.5% 2011 brought about success for seen in the light of a significant 2.2% the commercial radio stations change of the total offering following an unfortunate 2010 in 2011. At the end of 2011, DR 9. P5 (8) that boasted bankruptcies, had 11 channels compared to 1.3% layoffs and loss of listening approximately 30 channels the 1.6% shares. Commercial radio covers previous year. This means that 10. Radio Soft (10) all other radio operators than currently the 11 channels have 0.7% DR and Radio24syv. In 2011, the had almost the same listening 0.9% commercial radio stations col- share as the 30 channels had lectively advanced from a listen- last year. ing share of 20% in 2010 to 21%. In 2010, 25% of Danes listened The Development of Media 2011 Chapter 2 page 15

to DR’s digital channels every had expected. It was on par with Top 10: Number of weekly listeners in 2010 and 2011. week and in 2011 this level di- P2’s listening figures during the Listeners in thousands. 2010 ranking in parentheses. minished to 23%. At the close of same transmission frequencies Audience: 12+ year 2011, DR’s digital channels con- the previous month. Neverthe- Source: TNS Gallup Radio Meter sisted of P5, P6 Beat, P7 Mix, P8 less, P1 was still the biggest Jazz, DR Ramasjang, DR Mama talk radio station in Denmark 2010 2011 and DR Nyheder. Despite the with 709,000 weekly listeners fact that fewer Danes listened and a radio listening share of 1. P4 Total (1) to the digital channels in 2011, 6% after the reorganization in 2.899 they still had 5% of the total November 2011. In comparison, 2.830 listening time, which is status Radio24syv’s listening share was 2. P3 (2) quo compared to 2010. at 2%, and the big difference is 2.280 due to shorter listening time on 2.303 Radio24syv and talk radio Radio24syv than at P1. Radio24syv became a player on Radio24syv has to some 3. NOVA fm (3) the Danish radio market on 1 degree helped lift talk radio’s 1.365 November 2011 when the radio share of the total listening time. 1.330 station took over P2’s space on Talk radio’s share was 7% until 4. The Voice Total (5) the FM frequency, the so-called November 2011 when Radio24syv 746 FM 4 frequency. Radio24syv is opened. The rest of the year, 812 run by Berlingske People, which talk radio’s share was 8%. Radio is a collaboration between 24syv has also helped increase 5. P1 (6) Berlingske Media and People the overall radio listening time 706 Group. Berlingske People were from 2 hours and 1 minute per 717 the only ones who bid on the FM4 Dane in January-October to 2 6. Radio 100 (4) frequency, which is financed by hours and 4 minutes in Novem- 802 government license fees and has ber and December. 650 a number of detailed require- ments. This means that there is P1 and P2 are roommates 7. Pop FM (13) now a license-funded alternative 1 November P2 moved to the P1 147 that provides talk radio, and is FM frequency in the evenings. 588 therefore in close competition At the same time, it changed its 8. P2 Klassisk (7) with DR P1. Not only is it the name to P2 Classic, because in 429 first time that DR experiences the future, the channel will be a 439 competition on the talk radio purely classical channel. This is front, but now the Danes have a possible because DR is no longer 9. Radio Soft (9) public service radio alternative bound by the P2 license require- 289 that does not operate under ments of mixing the classic 296 market conditions. format with other elements. 10. DR P7 Mix (ny) Radio 24syv’s first radio lis- A big difference is not immedi- 0 tening figures have shown that ately discernible when assessing 231 the channel had 408,000 listen- the listening figures for P1 and ers per week in the first two P2 in 2011, as opposed to 2010. months, which is more than many When seen from the perspective The Development of Media 2011 Chapter 2 page 16

of the broadcaster, it is not an company, New Radio, opened the played a part in the decline of ideal situation when two dif- station Radio Klassisk, which radio use in Sweden. So far, the ferent formats share the same airs classical music. This is the same development is not visible frequency. The consequences, first time a commercial radio in Denmark, as radio listening nevertheless, have been smaller operator opens a radio station has not decreased more than than many perhaps expected, without pop music, since the clo- usual after Spotify’s launch. because the first ten months in sure of the rock station Radio Spotify is not a radio media, but 2011 were “business as usual”. City in 2008. an on-demand music service, And therefore, the unusual In 2011, Radio Klassisk started which can be foreseen to chal- situation following the move out with non-stop music, but lenge music shops and service on 1 November did not make a hosts will be added from Janu- providers. On the other hand, significant impact in the annual ary 2012. Since the beginning in streaming services should not statement. October, 86,000 Danes tuned be neglected as a way of chang- When assessing the 2011 de- in to the frequency each week, ing media behavior in the long velopment before and after the while P2 has had 467,000 weekly run. And 2012 will provide an in- merger, P1 had 719,000 listeners listeners in the same time pe- dication of whether or not Spo- a week until 1 November, while riod. Much like with Radio24syv, tify or another music streaming P2 had 434,000. P1 maintains the challenge seems to be the service will penetrate the Danish its listeners and P2’s increased limited listening time, which gives market so heavily that it also af- after 1 November, so that P1 had the channels a modest listening fects radio listening. 709,000 listeners and P2 had rating of 0.4% against P2’s 3% 466,000. The consequence of the over the same period of time. merger was apparent in the lis- tening shares, as P1 decreased Spotify launches in Denmark from a listening share of 6.9% The battle for listening time is to 6.3% after the merger, while not limited to the radio stations. P2 experienced a greater decline Now, the radio media itself will from 4.6% to 2.9%. This is due be battling new competitors for first and foremost to the fact listening time. In the fall of 2011, that both channels lost approxi- the Swedish music stream- mately 50% of their airtime on ing service Spotify launched a the FM frequency. And because version in Denmark. Denmark P2’s FM broadcasting time is at has had streaming services like night, the loss is greatest for WIMP from Telenor and TDC Play P2. The shift has also had the for several years, so this is not result that both channels’ digital a new phenomenon in Denmark. listening time has increased. Users can listen to music for free on Spotify, which has a Classical music on commercial large music selection and has terms received broad media attention. Since P2 stopped broadcasting Our Nordic neighbors have on its own FM frequency, there had access to Spotify for a long has been an opening in the mar- time, and several studies have ket. So, the commercial radio indicated that the service has The Development of Media 2011 Chapter 2 page 17 The Development of Media 2011 Chapter 3 page 18

The 10 largest web sites in Denmark measured in visits Monthly number of visits in millions. Average for January to October 2011. The list is based on two different measure- ments, both of which have been conducted by FDIM/Gemius. FDIM members’ figures have a higher validity than web providers that are not members of FDIM. Non-members are marked with * Audience: 15+ years Source: FDIM / Gemius

facebook.com*

google.com* 78 mio. windowslive.dk 34 mio.

ekstra- bladet.dk 32 mio.

msn.dk 30 mio.

tv2.dk 26 mio. bt.dk 21 mio. dr.dk dmi.dk 18 mio. 16 mio. 16 mio. The Development of Media 2011 Chapter 3 page 19

net

google.dk* 86 mio. The slow and steady growth of the Internet

Although the Internet is developing, there is a limit to how much Internet use via the computer is increasing. On the other hand, the Internet is being used in new contexts. As we speak, Internet use via cell phones is rapidly growing while Internet use via tablet computers also has the potential for long-term growth.

By Carsten Andreasen and Uffe Høy Svenningsen DR Audience Research The Development of Media 2011 Chapter 3 page 20

Most Danes have access to the rienced growth in terms of vis- election period to election day in many of the Danish advertising Internet in their own homes, its. Also Facebook was used by 2011 compared to the corre- funds. Industry sources esti- and those without access are a well over half the Danish Inter- sponding election period in 2007. mate that Google’s share of the dying breed. Over time approxi- net users, and Google was used total Danish online turnover is mately 11% of Danes never use by practically everybody. This A large commercial market approximately half and a signifi- the Internet and almost 3 out of means that their Internet offers In terms of media, the online cant share is sent Facebook’s 4 Danes use the Internet daily. will play an even more significant segment has become a sig- way as well. This is noteworthy In 2005, this figure applied to role in how the Danes search for nificant part of the total Danish from a Danish perspective, only half of all Danes. Looking content on the Internet. Google advertising market. Estimates because large parts of earnings at the development of Internet (including YouTube) and Facebook for online sales are subject therefore are sent out of the usage in 2011, it is limited how accounted for more than a third to large uncertainty, particu- country to foreign companies as much use on PCs has increased of the total time spent among all larly because the largest player, opposed to Danish content pro- compared to 2010, however the Danish Internet users. And if we Google, does not publish its Dan- ducers, which affects the ability net usage via cell phones has look only at the 15-25 year olds, ish figures. According to DRRB, to run a business with independ- increased extensively. the two players took up almost which is the trade organization ent Danish content. Of course there are differ- half of the time spent. for media buyers, 18% of the ences in the Danes’ net usage While readership of print total advertising consumption is New times for the Internet and the most active users are newspapers has decreased the via the Internet and therefore Even though the Internet’s pio- males under 40, living in large latest years, Danish newspapers larger than the newspapers, but neering days are long gone, many cities. If we ignore the age have managed to increase the still under half of TV advertis- new things are still happening. factor, the differences are traffic on their online editions. ing consumption. Other sources, Faster Internet connections, not significant. It is the Danes The five major newspapers also such as the online trade organi- wireless networks and laptops above the age of 60 that use the continued their 2011 growth zation, FDIM, work with signifi- have impacted development Internet less than the remain- measured in monthly visits com- cantly larger numbers for the lately and now smartphones and der of the population. However, pared to the previous year. BT.dk online turnover and according to tablet computers are helping many Danes still have a difficult took the lead with 29% while a survey of advertising spending to make the Internet omnipres- time using IT and the Internet, as Politiken.dk (+20%), Berlingske. conducted by Dansk Oplagskon- ent. The cell phone is redefining figures from Statistics Denmark dk (+14%), JP.dk (+10%) and EB.dk trol (the Danish Audit Bureau where we use the Internet to an have shown. (+8%) also showed good rates. of Circulation), the Internet is even larger degree than laptops The growth can be attributed the largest advertising media in already have. Smartphones give More traffic on major news to several factors, the most im- Denmark with advertising shares access to the Internet every- sites portant being that reading the of 28%. In spite of the varying where and at all times without 2011 has seen no significant news online has become a much estimates, there is no doubt having to wait for a computer to shifts in the size ratio between more natural way for Danes that many advertising funds, start up. Tablet computers have the largest Internet providers in to stay up-to-date on current particularly within the past five the same possibilities as smart- Denmark. The 10 most frequent- events. years, have gone to the online phones, only with an even bigger ly used web sites weighed heavily This year’s national elections media. The print media has paid and better screen. in the total Internet consump- are a solid indication of the the price for this development. With its new services, the tion and they accounted for growing role of the online media Even though the precise Internet has eliminated many almost half of the Danes’ total in terms of news. The total figures are an unknown factor, a users’ CD collections. In Octo- web site usage. 18% of the time number of visits to the web sites certain percentage of Inter- ber, Swedish Spotify launched was spent on Facebook alone. of the five large newspapers net use is often followed up by a Danish version of their music Once again the two largest play- has increased more than 60% in advertising funds, meaning that streaming service. Spotify is the ers, Google and Facebook, expe- the period from the start of the Google and Facebook rake in first music streaming service The Development of Media 2011 Chapter 3 page 21

in Denmark which can be used copyright barriers are opened The 15 largest web sites in Denmark free of charge and which is also up and large international play- in 2011 measured in visitors 2011 a completely legal alternative to ers entering the field. Just as we The list is based on two different measurements, both conducted by FDIM/Gemius, where the for example downloading. When see the mobile web evolving, we FDIM members’ data has a higher validity than Google, Facebook and other suppliers that are Spotify was launched, it was will also see more devices with not members of FDIM. Non-members are marked with * mandatory for new subscrib- direct access to the Internet Age Group: 15+ years. Average for January – October 2011. Source: FDIM/Gemius. ers to create accounts with a in the coming years – including Facebook login, which has helped television screens. Also here Google.dk* market the service. Therefore, the current slack in the national 3.261.000 the next question is: will Spotify copyright barriers will mean Facebook.com* be as big a success in Denmark that users will have much more 2.703.000 as it has been in Norway and opportunities when they compile Sweden? In November 2011, their media use. Google.com* Spotify announced that it had 2.431.000 reached 2.5 million paying cus- YouTube.com* tomers worldwide. If the service 1.872.000 can continue to increase the users’ willingness to pay, this is a Krak.dk clear indication that an attrac- 1.641.000 tive business model for music Dr.dk lovers and license holders can be 1.443.000 created. There has also been consid- TV2.dk erable development surround- 1.352.000 ing film and TV series on the Ekstrabladet.dk Internet. DR, TV 2, MTG and SBS 1.289.000 TV all have serious Internet TV offers for Internet users, and Windowslive.dk the Danes also have the pos- 1.265.000 sibility of watching films and TV Wikipedia.org* online through other services. 1.240.000 For instance, Swedish Voddler has been on the Danish market Dmi.dk since 2010 offering rental mov- 1.122.000 ies and free movies and Apple Msn.dk opened the market for renting 1.077.000 movies through Danish iTunes in 2011. YouTube started offering Dba.dk film rentals in Europe when it 1.017.000 entered the English market in Bt.dk 2011, and this service will prob- 1.003.000 ably be seen on the Danish mar- ket at some point. Thus, we see a E-boks.dk* development where the national 907.000 The Development of Media 2011 Chapter 4 page 22

Where do you use the Internet and spend time on your apps on 56% your smartphone? On the sofa

Percentage of smartphone users. Age group: 15-70 years Source: TNS Gallup Mobile Devices 2011

40% As a passenger (bus, train, car, etc.) 24% In the bathroom

32% At work 37% In bed 35% While I’m waiting, for public transportation for example The Development of Media 2011 Chapter 4 page 23

mobil

The Danes carry the Internet in their pockets

The mobile web is moving into the Danes’ lives with great strides. 28% of the Danes use the Internet on their cell phones almost on a daily basis, and that is more than a doubling in just one year. The term “always on” has become a reality for many Danes because the Internet is accessible at any time and any place.

By Jacob Lyng Wieland and Uffe Høy Svenningsen DR Audience Research The Development of Media 2011 Chapter 4 page 24

Cell phones have had high expec- the Danes’ media and cell phone ers use their apps while sitting smartphones profit from this tations in recent years, but the behavior have shown that women on the sofa, where most users today as a multimedia device. mobile web’s breakthrough has have used their cell phones for have the ability to use their lap- been a long time coming. In 2010, other purposes than just texting tops as well. So, the sofa has be- It’s hard to be acknowledged as DR Audience Research was able and talking for a long time now, come the Danes’ preferred app an app to establish that the break- but they have not used their location. Of course many also A new and exciting world of through was about to happen, phones to access the Internet. use the new possibilities when apps has opened up, which have and now we are making it clear Now women are hooked on going they are passengers in cars or become a very important part that it has happened – and that online with their smartphones, public transportation (40%) or of cell phone use. According to it will have profound implications and this is without a doubt at work (32%), but the home is as TNS Gallup, the same number for our perception of the Inter- attributable to user-friendly much home field for the smart- of smartphone users use apps net and media devices in years cell phones, significantly lower phones when we are talking use from their smartphones as to come. prices for data and the entry of the many new possibilities. they browse web sites on their Faster and better cell phones, of social media on cell phones. This is because it is easier phones. We also have learned dramatically lower data prices When their Facebook status to reach for a phone to quickly from a study in the DR Panel and a large supply of content needs updating the cell phone is check your online banking, the that almost the same amount of has truly motivated the Danes always on and a status can be news or email than to switch on users read the news via apps as to use cell phones for other pur- updated in the blink of an eye. the computer. For many peo- by logging onto a web site in the poses than text messaging and Social media sites like Face- ple, the use of apps means an cell phone’s browser. Although phone calls. In the early summer, book and Foursquare have not increase in functionality and a apps have become a buzzword more than a third of all Danes only enabled us to share our decrease in complexity, and they in record time, this does not had a smartphone, according thoughts, but they have also al- often have highly customized mean that Danes use hundreds to TNS Gallup. And new figures lowed us to share our geograph- uses in areas where the com- of apps. In fact, it indicates that from Megafon in the fall show ical location with our friends, puter previously has been the most smartphone users only that 28% of Danes access the and this phenomenon has also primary access point. Users are use relatively few apps. Ap- Internet from the cell phones become increasingly popular with often able to access their wire- proximately half of app users do practically every day. This figure men and women alike. Almost one less network when they use their not use more than 5 apps on a has more than doubled in just in every ten Dane shares his or smartphones at home. At home weekly basis. This indicates that one year. her geographical location daily WiFi connections are quicker many smartphone users down- through apps like Foursquare, and give more opportunities load certain programs to their Women always have Facebook Google Latitude and Facebook for using video and music, and phones that enhance its func- on hand Places. distractions of the more relax- tionality. Also, this indicates that Men, employees or students still ing nature are well suited for the it is difficult for apps to become make up the majority of mobile Couch surfing couch or the bed. At the same a part of the user’s daily use. web users; however, mobile web For many years, we have primar- time, it is easier for many people use is becoming more common ily associated cell phones with to use a smartphone in social The cell phone will affect the among women. The fall of 2010 behavior outside the home, but situations. It is less disruptive traditional Internet saw only 8% of women using TNS Gallup’s Mobile Devices to quickly check the weather or Another interesting phenom- the Internet from cell phones study from the spring 2011 the result of a football match on enon is that surfing the Internet on a daily basis. Now 25% use shows that it is meaningless to the phone than having to switch is a big part of mobile behavior. it. So, we have moved past the try to make sense of the new on the computer. Since the end A TNS Gallup survey shows that technology happy men and are smartphones as something we of the 1990’s we have gotten about 65% of smartphone users now welcoming their wives and only use when we are out and accustomed to using cell phones surf the Internet from their daughters. Previous studies of about. 56% of smartphone us- in everyday situations and the cell phones every week, which is The Development of Media 2011 Chapter 4 page 25

just as many who use apps. For and in particular Apple’s iPad, many content providers on the which the Danes are especially Internet, the answer is to direct attracted to. It is highly likely users to an adapted mobile ver- that more Danes will have tablet sion of their web site. To give an computers in the future. If this example, Google and Facebook development continues, it will use this strategy. We also see only serve to enhance the re- that Apple, among others, does quirements for open standards not make Flash available on their and web sites, which can be used cell phones, which is why an open across smartphones, tablet standard like HTML5 is gaining computers, laptops, on gaming market shares. Does this devel- consoles or maybe even on the opment show us the contours of TV. Our Internet use is changing an Internet where simplicity and and we will see that we are using simple design will gain an even it in new situations, which are no more predominant role? Users longer bound by a need to sit in will come to expect that new front of a computer screen us- Internet possibilities are not ing a keyboard. just limited to certain types of computers and browsers. And in Apps and smartphones turn, this will influence content providers to create new solu- An app is a program, which can be installed on a cell phone. tions that can be used across These phones are often called smartphones because they are a all devices with Internet access, combination of a small computer and a cell phone. An app can be which will influence the degree anything from a leaflet from a supermarket chain to an advanced of innovation on the Internet, GPS system that can give directions all over the world. because delivering content across devices and browsers will be a competitive parameter in the future.

Computers are getting smaller and more portable The big brother of the smart- About the study phone, also known as a tab- let computer, is in many ways The article is based on two studies. One study, Mobile Devices reminiscent of smartphones. 2011, is conducted by TNS Gallup in the spring of 2011 among They have small screens, which 3,962 participants. Furthermore, DR Audience Research has are too big to fit in a pocket, studied the Danish cell phone habits in cooperation with Megafon but they share the same con- in October/November 2011. Here, 1,057 participants aged 15+ trol systems and programs as participated in the study. smartphones. According to a Megafon study in the fall, 9% of Danes had tablet computers, The Development of Media 2011 Chapter 5 page 26

How often do you use the Internet and watch TV at the same time? Age group: 15+ Source: Megafon 6% 35% 11% 12% 36% No internet acces Never Monthly at the most Weekly Daily The Development of Media 2011 Chapter 5 page 27

Many Danes surf the Internet while watching TV

For many of us, watching TV is closely connected to being online. A new study have shown that over half of Danes use the Internet while they watch TV and we have reason to believe that the level will increase in the future.

By Anne Lærke Larsen and Uffe Høy Svenningsen DR Audience Research The Development of Media 2011 Chapter 5 page 28

In the course of a week, half of the cornerstone of the Internet. In what situations do you usually use the Danes use the Internet while In comparison to the traditional the Internet while watching TV? watching TV. This is the conclu- print media, and even teletext Percentage of panelists who use the Internet and watch TV sion of DR Audience Research which is built into the televi- simultaneously and who have answered frequently or often. and Megafon’s study of a repre- sion and many users’ habits, the Age group: 15+ years sentative segment of the Danes’ Internet now plays a dominant Source: DR Panel media behavior when watching role during the Danes’ TV viewing TV. Everything indicates that – at least among users who have When I watch TV alone When I watch TV with others this is a macro trend, as studies access to and use the Internet. from NRK in Norway and the Additional figures from the DR 15+ Nielsen Research Institute in the Panel support this. On any given 73% US paint a similar picture. day, approximately 50% of the 30% In the total group of Danes people who watched TV an- 15-29 years who have access to the Internet, swered that they had also used 87% almost 40% use the Internet the Internet at the same time. In 28% daily while watching TV while comparison, approximately 40% approximately 40% never do it. used teletext and approximately 30-49 years Roughly speaking, there are two 20% had used a print media while 76% types of TV-viewers in Denmark: watching TV on that day. 37% those who watch TV and often Nevertheless, determining 50-64 years combines this with surfing the how much time Internet con- 66% Internet, and those who never sumption takes up during TV 26% surf the Internet while their TV viewing is difficult because it is is on. hard to measure. Consumption 65+ years varies from person to person 49% The Internet is leaving teletext and the Internet use can be 18% in the dust quite moderate in some situa- It makes sense that the Internet tions, and in other situations it is taking over during TV view- can be broadly used during the ing time, because the media has entire TV viewing situation. been distributed to most Danes now. But using the Internet while The Internet provides com- watching TV challenges the way panionship in front of the TV many perceive traditional TV DR Audience Research has viewing, where family and friends examined, via the DR Panel, are assembled in front of the how media multitaskers use TV to watch the same program. the Internet while watching TV. And even though books, newspa- According to Gallup’s TV-Meter pers and magazines are placed measurements, we are alone on coffee tables close to the TV more than half of the time we screen in many Danish homes, spend in front of the TV, and it is and have done so for years, they when we watch TV alone that the are missing the dynamic and Internet plays the biggest role. interactive potential, which is According to the vast major- The Development of Media 2011 Chapter 5 page 29

ity of TV/Internet multitaskers, their attention between the Where was your focus the last time you watched they use the Internet regularly Internet and the TV every 14 TV and used the Internet simultaneously? when watching TV alone, while seconds when using both types Distribution among respondents who, according to under a third do it to the same of media. At the same time, they themselves, watch TV and use the Internet simultaneously. degree when watching TV with estimated that the computer Age group: 15+ years others. The results may indi- took up 68% of the time. Source: DR Panel cate that there are still strong DR Audience Research’s study conventions surrounding watch- supports these conclusions. 4% ing TV in a social setting, and When asked what TV-viewers None/ many perceive it as somewhat focused on the last time they do not know inappropriate when the person watched TV and surfed the he/she is sharing a sofa with Internet at the same time, 45% 19% switches on the computer while answered that they concen- Watching TV the couples on Dancing with the trated primarily on the Internet, Stars are waltzing their hearts while 19% estimated that they 45% out. The study conducted by the focused primarily on the TV. Oth- Using the Internet DR Panel shows that although er studies show the same trend. the trend is consistent across In Norway NRK found that 43% age groups, it is the younger of the Norwegians concentrated 32% TV-viewers who most frequently primarily on the Internet the Both surf the Internet while watch- last time they used both media ing TV. simultaneously and the American research institute Nielsen has Battling for attention published similar results in the The media offerings find US. themselves battling for the TV viewer’s attention when large Media multitasking opens up for parts of the audience have an new possibilities interactive device turned on Does this mean that TV’s heyday while Paradise Hotel or Ham- is now over and its days as an merslag (a Danish TV-show audience mesmerizer are now about real estate) roll across done? Nothing suggests that, the screen. Traditionally, televi- as media multitasking is more sion is a flow media where the versatile than that. DR Audi- viewers sit back in their chairs ence Research’s study shows to be informed or entertained, that we are most often online whereas the Internet requires while watching the news, sport our concentration and active or entertainment. When we choice to a higher degree. watch documentary programs, American researchers from series and movies on TV we are Boston College have in a recent less prone to use the Internet. study with defined test situ- This indicates that some genres ations concluded that media are better at maintaining the multitaskers on average shift viewers’ attention than others. The Development of Media 2011 Chapter 5 page 30

This opens up for new ways of services, but they are even thinking TV content, particularly more ubiquitous than laptops in the genres where the view- and most people have them at ers are more prone to be online hand when they aren’t home. at the same time. The research And perhaps, more importantly, that DR Audience Research smartphones and tablet com- has conducted through the DR puters are more discrete than Panel and other corresponding traditional computers, which still studies shows that the Internet dominate the Internet use today. use, in its present form, has These new Internet devices even nothing to do with the programs allow for interactivity, partly that are shown on TV. When because a cell phone is able to we are online while watching react to audio signals that are TV, our time is usually spent on fed into the TV broadcast’s surfing the web, Facebook or soundtrack. This could fuse TV checking emails. And even more viewing and Internet use even research is required to answer more. At the same time, TV sets the question of whether this with integrated Internet, the About the study is because TV programs rarely so-called smart TVs, are pen- encourage cross media use, or etrating the market even more, The article is based on two studies conducted by DR Audience if TV-viewers are just funda- and if they have their big break- Research. In part a telephone interview survey conducted with mentally indifferent to cross through, viewers will find it even Megafon in October/November 2011 in a representative segment mediality. Regardless, this poses more natural and accessible to of Danes over 15 years where 1,057 respondents participated. new challenges for advertisers go online while watching TV. And in part a study in the DR Panel in June/July 2011 where 4,077 and program producers, such as panelists participated. The DR Panel is not representative for whether advertising campaigns the general Danish population, as the panelists have signed up for should be put together in new participation. ways, should TV productions be background noise or maybe the Internet’s possibilities can be integrated as an element in the TV programs.

The development will continue The technological development What is media multitasking? and distribution of smartphones and tablet computers with ac- Media multitasking is a relatively new term. It covers the use of cess to the Internet suggests several types of media simultaneously and has become particu- that TV viewing and Internet larly relevant with the advent of new digital media. It is difficult use will continue to overlap even to examine because it crosses several platforms and as such more than they do now. Much like traditional methods of measurement. the computer, the new Internet media provides easy access to surfing the Internet and online The Development of Media 2011 Chapter 5 page 31 The Development of Media 2011 Chapter 6 page 32

TV news watching per day in 2006-2007 and 2010-2011 Age group: 3+ years Source: TNS Gallup TV-Meter

16 min. 20 min. 2006-2007 2010-2011 The Development of Media 2011 Chapter 6 page 33

Breaking News: TV 2 News turns 5

When TV 2 launched the first Danish 24-hour news channel in December 2006, the reactions were palpable. Is an entire channel dedicated solely to the news really necessary? Does a small and peaceful country like Denmark even have enough news to fill an entire day with news stories? Let’s take stock of the situation after 5 years with TV 2 News.

By Niels Marslev DR Audience Research The Development of Media 2011 Chapter 6 page 34

After TV 2 News’ five-year line-up. One of them is quite Audience ratings for regular magazine birthday in 2011, it is no longer simple; Mogensen & Kristiansen programs on TV 2 News in 2011 an issue as to whether the (a political debate show), which is Age group: 3+ year channel should exist. TV 2 News still to be found in the schedule, Source: TNS Gallup TV-Meter is now the seventh largest TV while others have been added. channel in Denmark with an Today the news blocks are much Mogensen & Kristiansen audience share of 3,5% in 2011, longer and the duration is quite First time, Friday 6.30 p.m. 22.000 which is just 1.1 points less than flexible, making TV 2 News the Second time, Friday. 9.30 p.m. 29.000 TV 3, the third largest channel channel where politicians, ex- Third time, Saturday. 11.30 a.m. 32.000 in Denmark. During the week, 1.6 perts and others can enjoy much Fourth time, Saturday 2.30 p.m. 35.000 million Danes (30%) watch TV 2 more airtime than in the tightly Fifth time, Saturday 10.30 p.m. 26.000 News for at least two consecu- scheduled news programs on the Sixth time, Sunday 9.30 a.m. 58.000 tive minutes. Based on a report main channels. This has all been Seventh time, Sunday 2.30 p.m. 24.000 from EBU, we can conclude that done without squandering News’ Eight time, Sunday 8.30 p.m. 22.000 in terms of viewers, the channel strong brand position as the Ellemann/Lykketoft is among the most successful of channel which is first with the First time, Friday 10.30 p.m. 23.000 its kind in Europe. latest news stories. Second time, Saturday 9.30 a.m. 47.000 To top this off, the channel is The news segment is still the Third time, Saturday 3.30 p.m. 20.000 a definite financial success for audience magnet in terms of Fourth time, Saturday 9.30 p.m. 21.000 the TV 2 family, primarily due viewers. However, whereas the Fifth time, Sunday 11.30 a.m. 35.000 to solid distribution and a high news on TV 2 News had an audi- Sixth time, Sunday 3.30 p.m. 20.000 settlement price with most TV ence share of 3.6% in 2011, the Seventh time, Sunday 10.30 p.m. 26.000 distributors. The channel also magazine formats are actually has commercial partnerships not that far behind with 3.1%. Presselogen with select advertisers, but it is And because the magazines are First time, Sunday 10.00 a.m. 63.000 not dependent on this funding to shown again and again it can be Second time, Sunday 1 p.m. 34.000 provide a financial contribution difficult to compare their rat- Third time, Sunday 9 p.m. 25.000 to the group. TV 2’s niche based ings directly. When Mogensen Tirsdagsanalysen channels yielded a total profit of & Kristiansen are on air live on First time, Tuesday 8 p.m. (Jan – Oct) 43.000 DKK 171 million in the first half Fridays at 6.30 p.m., the ex-spin First time, Tuesday 6 p.m. (Oct – Dec) 53.000 of 2011. doctors are only watched by Tuesday 9 p.m. (Oct – Dec) 26.000 approximately 22,000 viewers on Tuesday 12 p.m. 32.000 Breaking News: TV 2 News has average, but on Sunday mornings found its format when the rerun hits the screen, A 24-hour news channel can be 58,000 viewers tune in. Sunday constructed in many differ- mornings are primetime for TV 2 ent ways, and TV 2 News has News. This is also when Pres- also seen many changes in its selogen ( journalistic debate pro- five years. From its beginnings gram) boasts more than 60,000 on 1 December 2006, News has viewers. been characterized by a short The latest addition, Kulturen 15-minute news loop with regu- på News (a magazine format lar updates. A number of maga- focusing on culture), brings down zine formats were added to the the ratings results. Hostess The Development of Media 2011 Chapter 6 page 35

Stéphanie Surrugue’s daily show with television sets are able to Weekly coverage for DR Update and TV 2 News from Mondays to Thursdays at watch both news channels, 21% Age group: 3+ year, watched at least two consecutive minutes 8 p.m. has on average only had only receive TV 2 News while Source: TNS Gallup TV-Meter 15,000 viewers per show since 21% only receive DR Update. The its premiere in October. households that have access DR Update TV 2 News to both channels indicate, not Breaking news: DRs shot at surprisingly, that the larger of 2007 non-stop news the two channels, TV 2 News, 10 Already in the summer of 2007, had a hold of most viewers with 629 DR opened the doors to its own a weekly coverage of 43% com- 2008 news channel, DR Update, which pared to DR Update’s 29%. 300 differentiated itself from TV 2 Early January 2012 saw 1106 News by being designed for the changes in the reception of the Internet. Only a few were able digital terrestrial television, be- 2009 to pick up the channel on the TV cause TV 2 became a commercial 728 to begin with. It quickly became broadcaster, and the old MPEG2 1.342 apparent that even though DR format is replaced by the MPEG4 2010 Update had a modest channel format. More Danes are expect- 1.026 penetration, a much larger client ed to have access to the Danish 1.524 base was able to find them on TV news channels because of this than online. Since then Update’s change, particularly because 2011 distribution has grown hast- DR Update is already broadcast 1.174 ily and today approximately as in the MPEG4 format, and will 1.627 many Danes are able to watch therefore achieve higher pen- DR Update as TV 2 News. The etration. Today, approximately figures are, according to TNS 12 % of Danish households do Gallup’s annual survey, two out not have access to one of the of three households. two news channels. Because of DR Update suffered the first the differences in the ways the years as a television product Danes receive their television due to its online format. And signals, TV 2 News is the most DR Update’s TV quality was not widely distributed in the capital on par with News until it was area where many people have relaunched with a new studio access to cable TV while DR Up- and on air look in early 2011. date is most widespread to the While News has moved in another west of the Great Belt because direction, Update has in many the channel is readily available ways stayed true to its original through the terrestrial net. format with short news loops. In spite of the differences in the content of the channels and Breaking news: DR Update and the distribution patterns, their TV 2 News have the same viewer viewer profiles are amazingly profiles similar. Generally speaking, the 46% of the Danish households viewers are found especially in The Development of Media 2011 Chapter 6 page 36

the mature end of the scales. In years ago, that is 14%. There is Viewer profiles for the news on Danish TV their first year, the news chan- hardly any doubt that the news’ Percentage of the age group’s viewing, January – November 2011. nels had a distinctively younger share of the total TV viewing Source: TNS Gallup TV-Meter viewer profile than the news would have been significantly on the main channels. However, lower if the news channels had 3-20 years 21-40 years 41-60 years 61+ years the subsequent growth in the not compensated for the lower channels has primarily come viewing figures on the main DR Update from older viewers, making the channels’ established news news channels today among the programs. 5% 19% 35% 42% Danish channels with the highest TV 2 News average age. Compared with the main channels’ primary news 3% 17% 37% 43% programs, the news channels’ TVA 18.30 viewer profiles are still a bit younger. 5% 11% 30% 55% Both news channels, and TV TVA 21.00 2 News in particular, have a stronger hold on the male view- 6% 15% 35% 44% ers than the female viewers TV 2 Nyhederne 19.00 as opposed to TV Avisen (DR1’s news program) and Nyhederne 5% 16% 32% 47% (TV 2’s news program), which TV 2 Nyhederne 22.00 both have a few more female viewers. DR Update has relative- 5% 22% 35% 38% ly speaking the largest viewer share west of the Great Belt and TV 2 News does relatively speaking better in Copenhagen.

Breaking news: Danes watch more news today than in the past While the average Dane watched 16 minutes of TV news per day in 2006-07, TV news viewing has increased to approximately 20 minutes in 2010-11. This is an increase of almost a third. In the same period however, total TV viewing also increased by ap- proximately a third. So, TV news viewing approximately consti- tutes the same share of the Danes’ TV viewing today as 4-5 The Development of Media 2011 Chapter 6 page 37 The Development of Media 2011 Chapter 7 page 38 The Development of Media 2011 Chapter 7 page 39

Is there more than one type of TV experience?

What impact does it have on the whole TV experience that we are now able to start TV programs over, watch them when we want to and we are able to watch ahead? DR Audience Research has listened to members of the DR Panel and their stories of experiencing TV in new ways.

By Lene Heiselberg and Sofie Scheutz DR Audience Research The Development of Media 2011 Chapter 7 page 40

To be clear, Flow TV is still the New ways of watching TV open always find something to watch don’t feel that they have a sense most widespread way of watch- up for an interesting question: on the TV, on Bonanza, on DR NU of togetherness, which they may ing TV. When DR showed the last What impact will it have on the or somewhere else”. have felt with a traditional TV episode of the second season television experience if you no experience. The participants in of Borgen (Danish TV series) on longer have to sit in front of the ”I simply have more time after the study do not choose words DR1 and DRHD in 2011, the total TV as a slave to the evening’s the kids have been put to bed.” like lonely or not being social, audience rating was 1,563,000. In regularly scheduled TV pro- When the Danes have the oppor- indicating that they do not have comparison, the audience rating grams? Via the DR Panel, DR Au- tunity to watch TV independent any problems with not being for the time shifting TV viewing dience Research has asked users of time and place, they are able part of the TV-watching com- was 76,000 the first two weeks of the new offers to describe to maintain their everyday lives munity. Because when all is said after the season finale, while the their experiences, habits and at the same time. They choose and done, the paramount motive audience rating online reached needs for watching TV independ- to make time for their social life, for use is convenience: You can 72,000 including the sneak ent of time and place. hobbies and family instead of pause the program when you are preview. Large successful series being bound by regularly sched- disrupted, you can start over if still gather quite a few Danes in ”I have a life and I don’t always uled programming. Most children you switch on the TV too late, front of their TVs and the levels know what I will be doing Sunday have not gone to bed before and you can go to the archives for time-shifted viewing on TV evenings at 8 p.m. That’s why.” the Danish TV dramas start, so when you want to choose exactly and online are now so high that The study shows that par- time-shifting may even provide what you want to watch. it also makes a difference for ticipants from the DR Panel are increased harmony in families many Danes’ TV experiences. only just becoming acquainted across Denmark. There is no ”Some programs must be New services that give the with the possibilities of watch- reason to panic, because there watched live.” Danes the opportunity to watch ing TV independent of time and is still plenty of time to get your When we asked the participants TV, series and movies when they place. But those who are familiar daily fix of television. in the study what type of TV want to are popping up every- with the possibilities explain that they want to watch independ- where. The supply of Internet they enjoy the flexibility that lies Smart, efficient and family- ent of time and place, almost TV has increased significantly in not having to plan according friendly, but with no real sense all the participants mentioned lately with services like DR NU, to the TV stations’ scheduled of being together shows that they are extremely TV 2 Sputnik, NUTV from SBS programming. They also share When the participants in the interested in, such as Myth- and Viaplay from Viasat. The that they are happy to be able study describe their experiences busters, Troldspejlet (Danish users are able to watch many of to watch niche programs and of watching TV independent of children’s program) and So Ein the programs from the Danish are able to watch the series time and place, they highlight the Ding (TV show about gadgets and TV stations when they want to they previously missed out on practical aspect. Words such technology). Many also mention and often catch a sneak pre- because the whole family was as efficient, modern, useable, their favorite programs, which view before the show is aired on not interested in watching them. family-friendly, and last but not they can always catch up on if TV. The old VHS recorders are Many participants in the study least, smart prevail. “This means they are lagging behind such as practically extinct and have been highlight that they often turn that I don’t need to hurry up e.g. Fristet (Danish reality show), replaced by hard disc recorders, on the TV when they are bored and sit down in front of the TV Spise med Price (cooking show) which record in a much higher or alone. Most often they will according to deadlines for when or TV!TV!TV! (program about TV). quality and give the opportunity turn on the TV and watch what a program is about to start”, a On the other hand, it is dif- for so called time-shifting, where is being sent at that time, but participant shares. ficult for the participants to it is possible to pause the show now more people are choosing On the other hand, few partic- imagine being just a few minutes and start it again when dinner is what they want to watch – and ipants describe their experienc- behind while watching a soccer finished or the phone call from when they want to watch it. One es as a spirited and dedicated match or the X Factor finale the in-laws is done. of the panelists states “I can sense of togetherness. So, they show. Sports and live events The Development of Media 2011 Chapter 7 page 41

where the results are very excit- and what is not a TV experience. in new ways. This challenge is not share our experiences with each ing are not postponed, if pos- The top scorer for the defini- ours alone. Participants in the other afterwards without having sible. News is also a genre where tion of a TV experience is, not study were also challenged and experienced it together. the content is quickly outdated. surprisingly, defined as a TV had a difficult time expressing It is difficult to guess whether Here, the participants in the program shown live on TV. The the phenomenon. One of the par- the phenomenon will grow among study want the latest news and second place goes to the experi- ticipants had to explain e.g. what the users, but the possibilities therefore it doesn’t make sense ence of watching a TV program, is a real TV program and ended for using TV programs inde- to watch old news programs. which is time-shifted or to catch up by saying “it is live programs, pendent of time and place as a Many of the participants also up on a program by watching it no what I mean is … it is what I supplement to the traditional TV mention television drama series. online. Preferably for free on e.g. watch when the programs are viewing is definitely increasing. A They do not want to risk acci- DR NU. aired on the TV.” growing social trend is individu- dentally hearing at work who the At the other end of the scale alization and the new ways of murderer is, if they are behind by for whether something can be ”In time it will probably be less watching TV give the media users one episode. classified as a TV experience or important to sit in front of the more freedom of choice. Aside from all of this, is the not the majority answers “no” to TV.” This is not to say that good joy of anticipation. “I always programs that can be watched The coming generations may old-fashioned flow TV is ready end up watching the upcoming on tablets or cell phones. The have a good laugh at the thought for retirement, but it is likely shows and then I lose the joy of same is true for movies that of everyone sitting in front of that TV viewers will begin to anticipation waiting for the next are rented online or for YouTube the TV at the same time Sunday supplement their traditional TV episode”, one of the participants content. The majority of the evenings, and maybe they will viewing even more with content, states. Viewers also experience participants do not feel that think that it was a bit boring which is created for broadcast losing out on the sense of to- this has anything to do with a TV that everyone watched the same TV. In line with this, we see an getherness or community if they experience. thing. When we read Harry Pot- increased need for a more varied watch a new episode of a drama ter books, listen to Medina (Dan- vocabulary and ways of defining series on the computer, which ”Delayed live..? Is there a word ish musician) or watch Inception what the modern TV experience hasn’t yet been shown on TV. This missing” at the movies, we are able to actually is. also applies to sneak previews: The background for this article “Unfortunately, I happened upon is to portray the possibilities of a new episode of Borgen. But watching TV independent of time then on Sunday evening I just sat and place and to examine what in front of the computer and a new TV experience in reality is. watched the next episode on the Is a TV experience always linked computer while everyone else to sitting in a sofa and watch- About the study was watching the episode on TV. ing whatever is on TV? And is A little crazy, but then at least that TV experience different The study is conducted through a survey in the DR Panel with I am part of the atmosphere from watching an episode of inspiration from the qualitative research. Explorative and open surrounding Borgen”, another Borgen on a smartphone? Yes, it questions have been used primarily. 30 respondents in total have participant shares. definitely is. But how? And is it participated in the survey, and all of the respondents are people even regarded as a TV experi- who use TV content independent of time and media. An equal ”No, YouTube has absolutely ence when we watch TV on our amount of men and women aged 19 to 85 years old have partici- nothing to do with a TV smartphones? pated. experience.” We don’t have the vocabulary We also asked the participants to precisely express the behavior in the study to define what is when people watch TV programs The Development of Media 2011 Chapter 8 page 42

Facebook’s distribution among Danish Internet users Average percentage of Danish Internet users who have visited Facebook monthly from January to October 2011. Age group: 15+ years, Danish Internet users Source: FDIM / Gemius 30% 70% Have not visited Facebook Have visited Facebook The Development of Media 2011 Chapter 8 page 43

Facebook is an everyday tool

Online social networks are not a new phenomenon. They have existed for a long time, but it was not until Facebook came to Denmark that the Danes became part of a social network for real – and they all chose the same network. The network has become an everyday tool where we cultivate our relationships and where we access content on other web sites. So, instead of being just a web site, Facebook has to some degree become an infrastructure for our use of the Internet.

By Carsten Andreasen and Sofie Scheutz DR Audience Research The Development of Media 2011 Chapter 8 page 44

2.7 million Danes spend an aver- stability shown by Facebook. in their daily lives, most answer status updates – while updating age of 20 minutes per day on Fa- Looking at the user statistics, that contact with friends and their own is rare. cebook. This equals 18% of the there is nothing to indicate that family is very important to them. total time spent on the Internet. the service has lost momentum, On average, the participants Facebook’s news criteria Facebook is not just a web site as foreseen by some – and this estimate that close friends Facebook is also used for other that people visit from their PCs. is also apparent when Facebook and family members make up a purposes than just reading Many of the users carry Face- users are asked. total of 40% of their Facebook status updates and checking book in their pockets throughout A study conducted by DR contacts. out pictures. Users have found a the day and almost a quarter of Audience Research through All things considered, a lot of simple way of sharing news sto- all users log onto Facebook from the DR Panel has shown that things are made easier by using ries. The study in the DR Panel their cell phones every day. The 23% of Facebook users spend social networks, because an im- has shown that young users in great amount of time spent and as much time on Facebook now portant dimension of Facebook particular publish news stories the increased access to Face- as when they started using the is also the ability to keep up with on their profiles and read news book in the small breaks during network, while an astonishing friends and acquaintances, re- stories shared by their friends, the day means that the service 48% feel that they spend even membering birthdays and other but the phenomenon is not in many ways has become a part more time. If we factor into this events and making arrange- limited to this segment of the of the Danes’ infrastructure that almost all the Facebook ments to meet up. Facebook population. Actually, almost half when they surf the net. Face- users in the DR Panel have had a can therefore be considered an of the participants indicate that book is for many users a point of Facebook profile for more than everyday tool. they often read news articles departure, which also opens up a year, and therefore have had Passing time is an important that their friends have shared, the Internet and is closely con- more than enough time to tire motivating force for Facebook and approximately 25% state nected with other web sites and of Facebook, this shows that the users and more than 50% an- that they often share news services. service has been able to hold on swer that they often just surf stories themselves. In this way, a to its users to a large degree. around when they are logged on news article is disseminated to The one-hit wonder grew up This is emphasized by the 43% of to Facebook. It is in many ways other Facebook users who may Facebook hit the one million- Facebook users in the study who a modern town hall with talk, not have seen the story. The ar- user mark in Denmark back in agree that they would not like meetings, discussions, a few ticle may include a comment or a 2008, and at that time it was to do without Facebook in their games etc. – the only thing miss- like from a friend and therefore unheard of that an online social everyday lives, just as 45% feel ing is a cup of coffee. Several become an even more interest- network could grow so massively that they spend more time online participants in the study also ing read. and attract such a wide range after they have joined Facebook. compare Facebook with the Even though Facebook has a of users. Until then, phenomena traditional chat with a neighbor different function than the news like MySpace and Arto (social Contact and the close relations across the fence. only sites, the network plays network for young people) had What is it about Facebook that Facebook is also in large part a part for many of the users’ reached a large number of us- makes the Danes return day about keeping updated on your news consumption. DR Audience ers, but mostly it was the young- after day? The study from the surroundings, and in much the Research has asked the users to er segment that used them. DR Panel indicates that one of same way as with other so- describe the news supply on Fa- Since 2008, Facebook has the major focal points is the cial networks, a lot more time cebook compared to other news grown even more among the ability to stay in contact with is spent using content than offers using a range of different Danish Internet users, MySpace family, friends and old acquaint- creating it. The most popular words, and the words that the and Arto have practically been ances. It is particularly striking activities among the users are majority associate with the news forgotten and even though the how important contact with checking out Facebook friends’ on Facebook are “entertaining”, increase of users has subsided, close relations is. When asked pictures and profiles, comment- “young”, “fun”, “fast” and “open”. it is impossible to neglect the what the service means to them ing and “liking” other peoples’ This is where the social network The Development of Media 2011 Chapter 8 page 45

differentiates itself from the the Parliament) all day long. This traditional news sources, which supports a supplementary study to a lesser degree are associ- that DR Audience Research has ated with these words. In the conducted in the DR Panel in greater picture, this indicates connection with the election in that the news which is shared on 2011. Among the respondents Facebook is made up of the part who used social media, including of the news supply where the Facebook, to follow the elec- news are curious, fun or driven tion, 29% indicated that they by a special interest. acquired information on the individual candidates’ stance on The Parliament has moved into Facebook. Facebook During the national election Typically a news story is posted we also saw how secrecy sur- to express an opinion and an rounding who votes for who was article can often be a point of almost abolished. Facebook us- departure to discuss the news ers quickly became friends and story. Since the early days of fans of politicians on Facebook Facebook, it has been discussed and many placed pic badges on whether net based debates suf- their profile pictures to sympa- fer too much because of anony- thize with parties and partici- mous online posts, but debates pated in lively discussions. Also, arising from Facebook posts do the younger segment without not suffer to the same extent, voting privileges expressed their because users share their pic- democratic voice, and to exem- tures and names and know that plify democratic voice, one night their social circle also can read over 20,000 users changed their their posts. profile picture to a picture of The role of the Internet has Søren Pind (Danish politician) to also been foreseen as a way express their opinion regarding of connecting politicians and one of his statements. citizens in new ways. Through Befriending and becoming the years, experiments with chat fans of politicians is interesting forums, blogs, etc. have been in more than one way, as it shows initiated, but Facebook makes it how Facebook has become an possible to follow the politicians’ infrastructure. Fans follow and work in the Parliament in new debate issues with politicians ways and to have debates with on Facebook instead of on the them. This creates new possibili- politicians’ own web sites. And all ties of keeping up-to-date with things considered, being friends what is going on in the Parlia- with a politician on Facebook ment without having to watch gives a sense of being a bit clos- the Folketingskanalen (a channel er to the politicians than with with live transmissions from those politicians who only have a The Development of Media 2011 Chapter 8 page 46

web site and no Facebook activ- in the crossfield between stay- ity, as the activity is going on in a ing relevant to the users and forum where you are social with respecting the user’s wish for your own network. privacy.

Facebook defectors are few and Social networks give the far between Internet an extra dimension As mentioned in the beginning of Facebook gives us a digital this article, Facebook has held infrastructure of our social on to its impressive user figures relations. This digital infrastruc- so far. Overall, Facebook’s Dan- ture is about structuring your ish user figures have never been social associations, systema- larger than in 2011, but there tizing them by communicating, are of course users that have organizing and sharing. But left the network while others Facebook is also about emotions. have joined. In the DR Panel’s It is a place where we can see study, 29% of Facebook users pictures of our friends’ lives, estimate that they now spend share thoughts and good as well less time on the network than as bad experiences. Facebook previously. So we are talking of a helps to meet needs for social- user group who is possibly losing izing and being part of a group. interest in the network. At the Several have attempted to write same time, an additional 13% Facebook’s obituary these past state that they have used Face- years, but nothing indicates book in the past, but do not use that Facebook will be leaving the it any more. They indicate that Danes’ screens any time soon. there is no need for a service like In Denmark, Facebook is the Facebook, that the information dominating social network. In available on Facebook is not rel- other countries you see that evant or that they would rather social networks like e.g. Twitter use other forms of contact. also are rather large. Twit- Other explanations are re- ter offers some of the same lated to privacy. Either people do functionalities as Facebook, but not want to share their private focuses on small, short sta- information with Facebook and tus updates. Google has also are insecure as to the data launched their answer to a social About the study privacy, or they do not want to network, Google +, which so far put their private life on display is not used to the same extent The article is based on a number of studies in the DR Panel, which for other users. Facebook has as Facebook. DR Audience Research has conducted in the second half of 2011. been criticized in the media for The DR Panel is not representative for the Danish population in the way it handles data and even general, as the participants have joined the panel on their own. though only few have left Face- book so far, this has cost them users. Facebook’s challenge lies The Development of Media 2011 Chapter 8 page 47 The Development of Media 2011 Appendix page 48

Editor-in-chief of Culture in Norway, published upload/KUD/ Audience Research Manager Lars Thunø – Medier/Rapporter/Arbeids- gruppen_Son- [email protected] neland_2011_TVmangfold_og_ valgfrihet.pdf Rapporten ”Distribution af tv-kanaler”, Editors udgivet af Konkurrence- og Forbruger- Jacob Lyng Wieland – [email protected] styrelsen. http://www.kfst.dk/fileadmin/ Uffe Høy Svenningsen – [email protected] webmasterfiles/publikationer/konkurren- ce/2011/Distribution_af_TV_kanaler.pdf Contributors Screen Digest Anne Lærke Larsen – [email protected] EBU – European Broadcasting Union Carsten Andreasen – [email protected] Dennis Christensen – [email protected] DR Panel Henrik Gregor Knudsen – [email protected] Data in this publication also stems from Jacob Lyng Wieland – [email protected] studies conducted in DR’s own Internet Kurt Holm Jensen – [email protected] panel, the DR Panel. The DR Panel uses DR Lene Heiselberg – [email protected] to continuously study the Danes’ media Niels Marslev – [email protected] habits and perception of media content. Peter Niegel – [email protected] Anyone who is over the age of 15 and living Sofie Scheutz – [email protected] in Denmark can be part of the DR Panel. You Uffe Høy Svenningsen – [email protected] can join the DR Panel and read more about it on dr.dk/drpanelet Data sources Statistics Denmark DR Audience Research in brief DRRB’s (Danish Advertising and Relation DR Audience Research is DR’s own analysis Bureau’s Trade Association’s) Media index department. It is an independent department Dansk Oplagskontrol: Det Danske Reklam- whose purpose is to give DR perspectives on emarked – Annonceomsætningen 1. halvår listeners, viewers and users usage of DR’s 2011 Dansk oplagskontrol: Reklamefor- many products and to follow developments brugsundersøgelsen 2010 in the media. FDIM Gemius Denmark Contact information Megafon [email protected] TNS Gallup Annual Survey DR Medieforskning, DR Byen TNS Gallup Index Danmark 0999 København C TNS Gallup Radio Meter TNS Gallup Trendanalysis More on the net TNS Gallup TV Meter The development of media 2011 is available at TNS Gallup Mobile Devices 2011 www.dr.dk/publikationer English version is available at Other sources www.dr.dk/aboutdr NRK (Norwegian Broadcasting Corporation) The material may be quoted with a clear Mediawatch.dk reference to the source. Swedish Radio Research article: ”Media Multitasking Graphic design and photos Behavior: Concurrent Television and Com- DR Design puter Usage”, S. Adam Brasel & James Gips, Boston College. http://www.liebertonline. Cartoon illustrations com/doi/pdf/10.1089/cyber.2010.0350 Christian Wichmann The Nielsen Company’s blog: blog.nielsen.com Report: “”Tv, mangfold og valgfrihed”, pre- Tryk pared by a working group from the Ministry Hertz Bogtrykkergården 49 the internet is everywhere

Surfing the Internet is just facture the best “smart TV”, tion, pictures and videos with in new ways. Today, a picture a small part of what we can a TV with online access in the friends. taken of the view from our use the Internet for now. same way as smartphones. The hotel room with a smartphone The Internet is a distribution Internet has become a part of New and constant techno- can be shared with our family’s channel and an independent cell phones and this combined logical innovations are slowly computers in seconds. A movie, media with its own content. with microphones, cameras, liberating the Internet from which is rented through TV can This duality will become more video cameras and GPS has made a plug in the wall where it is be watched on the tablet com- important in the future, as the smartphone an extremely connected to a stationary puter etc. Content can move the Internet is becoming a advanced media center that computer, and they will impact in new ways between the media part of even more devices. keeps its owner updated with the development of various devices, because the Internet The large TV producers are information and enables her to devices in the years to come by connects all these devices. already competing to manu- share her geographic loca- making the content accessible

DR Audience Research has used its crystal ball to look a few years into the future and has met Sofie Petersen, who is a 36-year old Danish woman. She uses technology because it makes her days easier. The specific services that she uses in the story do not all exist today, but the technology behind them does.

by Carsten Andreasen, DR Audience Research / storyboard DR design / illustrations Christian Wichmann 50 06:57 a.m. Sofie Petersen has a meeting with her Indian boss

My meeting with Panav Vasu starts in 3 minutes. I might just make it.

This project will have Translation a good start with _ these investors. you are Automatic translation is found totally right among others in Google’s service, Google Translate, which now works so well that texts, which are translated from Hindi to Danish are readable.

Google’s browser automatically translates pages from foreign languages into Danish and it also translates emails automatically. The video service YouTube is also able to translate now. The computer understands what is being said in e.g. a lecture and then translates the subtitles automatically into Danish. 51 08:04 a.m. After the meeting...

Oops, I have to remember to call the - and buy milk at Speech recognition _ doctor’s office when the supermarket! they open – and remember Apple has launched to buy milk! the first example of speech recognition with its function, Siri, where the computer is able to understand what is being said and to put it into a broader context. As an example, the user can ask the phone to:

“Wake me up at 9 a.m.” “Send a text message to my mother. I am ten minutes late” “How is the weather?”

11:43 a.m. Sofie finishes off the paperwork for the project and shares them with her colleagues

Cloud computing _ Cloud computing is a term that covers a number of services where data is saved on central computers and is therefore accessible everywhere.

Many have already tried webmail such as Hotmail or Gmail, but in the future we will also be able to access our music, recorded TV programs, electronic books and work documents from all of our devices.

The English Screen Digest expects that every household will have eight devices that can access these services in 2015. 52 03:39 P.m. 04:08 p.m. Outside the supermarket the phone beeps Digital assistants _ An accident on The phones in the future will be the highway! able to keep up with its users’ I should habits and provide them with the probably take information they need through the train home. apps, which are small programs for the phone. For example, if the user takes the train every Thursday, the app will automatically be able to inform of delays. The app will also be able to do a lot of other things, e.g. keep an eye on what kind of music the user listens to and inform of any upcoming concerts with the artists.

If I check in here, I The digital meets get a discount on the the physical milk. Wonderful! _ A lot of modern electronic devices have built in GPS, and therefore knowledge of where the device is located. This means that the phone can immediately provide the user with special offers at the user’s exact location in the same way that the user can check in via different services such as Foursquare to let friends know where he is.

A digital camera can also register exactly where a photo is taken and e.g. show all the photos on a map of Denmark. 53 04:21 p.m. Sofie reads the TV schedule in the train … and watches the news on her phone

This looks really exciting. I think I’ll record it for later.

… and now let’s hear from our reporter who is on the spot.

04:34 p.m. I just had an idea for the project papers.

I should probably TV flies the nest write it down _ immediately. Electronic program guides can easily inform what is on TV. Modern TVs and set top boxes only require one click to record a program. Even if you are on the train, the video can be programmed simply and easily through the phone. It is possible to watch the recorded programs on the phone when you are on the go with most modern devices.

Modern phones and tablets, like Apple’s iPad, for example, can easily access work documents regardless of where you are. Whether you are on the bus, in the summerhouse or at a birthday party. 54 04:49 P.m. When Sofie comes home... Wow, that’s a great goal! Look at what I recorded at soccer, Mom. Content moves Our team away from home scored it! _ Functions such as Airplay ensures that content no longer has to be bound to one device, but instead it can easily be shown on another screen close to the device. This, in combination with Cloud Computing, makes it possible to take a movie that was recorded at home and show it on a friend’s TV with relative ease.

07:39 P.m.

Phew, I’m tired. Let’s watch it in Should we finish the bedroom. watching the movie tomorrow?

The digital home _ With advanced set top boxes in the home it is possible to collect the I will get the household’s digital media movie started. and show them all over the house. TV programs that have been recorded can be seen in all rooms, and the music is all collected in one place and can easily be listened to wherever you are in the house. It is even possible to program it so that it automatically follows a person around the house, playing music from the closest speakers. 55

We hope that this peak into and daily life with electronic Sofie Petersen’s day has inspi- health records, household red you to consider the new robots, digital administration, technology and its significan- augmented reality, internatio- ce. Not just in terms of how nal media giants and lots and it affects media and companies, lots of screens. but also its importance for our society and us as people. We know that our imagination The story has only chosen and knowledge are hardly a few examples of techno- enough to foresee the fu- logy that change the way we ture. A good rule of thumb is think, work, feel and act. In that change will come around the coming years, technology slower than we think, but will will continuously change our be much more radical when it workplaces, privacy, welfare happens. the end

The Development of Media 2011 page 57 DR Audience Research

ISBN 978-87-995081-0-5