NRK – fra monopolist til markedsaktør En analyse av hvordan endringer i omgivelsene har påvirket NRK i perioden fra 1980 til 2000 STV-3092 Jonas Stein Eilertsen Masteroppgave i statsvitenskap Universitetet i Tromsø Institutt for Statsvitenskap Fakultet for humaniora, samfunnsvitenskap og lærerutdanning Våren 2010 Innholdsfortegnelse FORORD ......................................................................................................................... 4 KAPITTEL 1 – INTRODUKSJON.................................................................................... 5 1.1 Innledning og tema .................................................................................................................................................5 1.2 Bakgrunn.................................................................................................................................................................5 1.3 Problemstilling og forskningsspørsmål.................................................................................................................5 1.3.1 Forskningsspørsmål ..........................................................................................................................................5 1.3.2 Bakgrunn for valg av oppgave..........................................................................................................................6 1.4 Metodevalg..............................................................................................................................................................6 1.5 Disposisjon ..............................................................................................................................................................9 KAPITTEL 2 – TEORETISK TILNÆRMING ................................................................. 10 2.1 Innledning .............................................................................................................................................................10 2.2 Det instrumentelle perspektiv..............................................................................................................................11 2.2.1 Teori................................................................................................................................................................11 2.2.2 Empiriske forventninger .................................................................................................................................13 2.3 Det nyinstitusjonelle perspektiv ..........................................................................................................................15 2.3.1 Teori................................................................................................................................................................15 2.3.2 Empiriske forventninger .................................................................................................................................16 2.4 Oppsummering .....................................................................................................................................................17 KAPITTEL 3 – LIBERALISERING AV DET NORSKE MEDIEMARKEDET ................. 19 3.1 Debatten før 1980 .................................................................................................................................................19 3.2 Konkurranse i radioen .........................................................................................................................................20 3.3 Opprettelse av P2..................................................................................................................................................23 3.4 Mer konkurranse og et friere NRK ....................................................................................................................27 3.5 Konkurranse i fjernsynet.....................................................................................................................................30 3.5.1 Opprettelse av TV2.........................................................................................................................................30 3.5.2 Lokaliseringsdebatt rundt TV2 .......................................................................................................................33 3.6 Oppsummering .....................................................................................................................................................35 KAPITTEL 4 – NRKS STRATEGI FOR Å MØTE KONKURRANSEN.......................... 37 4.1 Allmennkringkasterrollen....................................................................................................................................37 4.2 Fra monopolist til markedsaktør ........................................................................................................................38 4.2.1 NRKs unike posisjon ......................................................................................................................................38 4.2.2 Hovedstrategi på 1980-tallet...........................................................................................................................39 2 4.2.3 Ny holdning til konkurransen .........................................................................................................................41 4.3 Diversifisering av programtilbudet.....................................................................................................................43 4.3.1 Utvidelse av antall kanaler..............................................................................................................................43 4.3.2 Differensiert tilbud i radioen...........................................................................................................................45 4.3.3 Økonomiske besparelser i trekanalsystemet ...................................................................................................48 4.3.4 Evaluering av ”En radio – tre kanaler” ...........................................................................................................49 4.4 NRK2 og distriktsfjernsyn...................................................................................................................................51 4.5 Kunden i sentrum.................................................................................................................................................55 4.6 Inspirasjon fra BBC .............................................................................................................................................55 4.7 Satsing på sport.....................................................................................................................................................56 4.8 Oppsummering .....................................................................................................................................................57 KAPITTEL 5 – NRKS ORGANISATORISKE ENDRINGER.......................................... 59 5.1 NRK som organisasjon på 1980-tallet.................................................................................................................59 5.2 Ideologisk nytenkning ..........................................................................................................................................59 5.3 Bedriftsutvikling i NRK .......................................................................................................................................61 5.3.1 Opprettelsen av NRK-Bedriftsutvikling .........................................................................................................61 5.3.2 Erfaringer fra NRK-Bedriftsutvikling.............................................................................................................63 5.4 New Public Management i NRK .........................................................................................................................64 5.4.1 Outsourcing ....................................................................................................................................................65 5.4.2 Delegering og målstyring................................................................................................................................65 5.4.3 Internprising....................................................................................................................................................66 5.5 Motstand i organisasjonen...................................................................................................................................67 5.6 Oppsummering .....................................................................................................................................................69 KAPITTEL 6 – ANALYSE OG KONKLUSJON............................................................. 71 6.1 Endringer i omgivelsene.......................................................................................................................................71 6.2 Profil i ny konkurransesituasjon.........................................................................................................................72 6.2.1 Instrumentelt perspektiv .................................................................................................................................72 6.2.2 Nyinstitusjonelt perspektiv .............................................................................................................................73