A year in review the TV 2 Group
Alf Hildrum, Managing Director of the TV 2 Group, about the year 2009.
Which key words describe 2009?
The TV 2 Group’s advertising income was NOK 400 million lower in 2009 than in 2008, translating into a 20% drop that obviously impacted our work and priorities. We have implemented extensive cost cuts, while striving to maintain our programmes for the viewers. We have also strictly maintained our aggressive digital strategy.
What was satisfactory in 2009?
Although Norwegian TV viewers have gained access to a range of new Norwegian and foreign TV channels, we’ve held our ground as the leading commercial TV channel. The niche channel, Nyhetskanalen, enjoyed continuous growth, and our web traffic has doubled. Overall, we have pulled through the most difficult year in the history of TV 2, with our market positions relatively intact.
Which were the highlights of 2009?
It was important to me that the organisation acknowledged the need for cutbacks, including a workforce reduction. TV 2’s success has been related to growth and development. In the past two years, the organisation has had to accept being slimmed and consolidated. I am impressed with the passion of TV 2’s employees. They have convinced me that we can renew the growth and development.
What was your greatest challenge?
It was handling the decrease in income, and making it stop! Competitors usually take advantage of a weakened market position. Here, at the beginning of 2010, I see that we have unquestionably regained our competitive boundary.
Which changes do you expect in 2010?
TV 2 will continuously seek a broader revenue base, as the TV commercial market is now mature. Being the most important area for developing and creating new values, growth in pay-products will take a great deal of my attention in 2010. The aim is to hold on to our considerable slice of the advertising market, whilst developing our share of the payproduct market, in order to make us less dependent on fluctuating economic trends.
From which digital initiatives do you expect the most in 2010?
TV 2 is investigating two income models for internet and mobile activities – for both advertising- and user-generated income. I anticipate that the biggest economic growth in the consumer market will come from football rights and entertainment.
The TV 2 Group’s advertising income was NOK 400 million lower in 2009 than in 2008, translating into a 20% drop that obviously impacted our work and priorities. We have implemented extensive cost cuts, while striving to maintain our programmes for the viewers. We have also strictly maintained our aggressive digital strategy.
What was satisfactory in 2009?
Although Norwegian TV viewers have gained access to a range of new Norwegian and foreign TV channels, we’ve held our ground as the leading commercial TV channel. The niche channel, Nyhetskanalen, enjoyed continuous growth, and our web traffic has doubled. Overall, we have pulled through the most difficult year in the history of TV 2, with our market positions relatively intact.
Which were the highlights of 2009?
It was important to me that the organisation acknowledged the need for cutbacks, including a workforce reduction. TV 2’s success has been related to growth and development. In the past two years, the organisation has had to accept being slimmed and consolidated. I am impressed with the passion of TV 2’s employees. They have convinced me that we can renew the growth and development.
What was your greatest challenge?
It was handling the decrease in income, and making it stop! Competitors usually take advantage of a weakened market position. Here, at the beginning of 2010, I see that we have unquestionably regained our competitive boundary.
Which changes do you expect in 2010?
TV 2 will continuously seek a broader revenue base, as the TV commercial market is now mature. Being the most important area for developing and creating new values, growth in pay-products will take a great deal of my attention in 2010. The aim is to hold on to our considerable slice of the advertising market, whilst developing our share of the payproduct market, in order to make us less dependent on fluctuating economic trends.
From which digital initiatives do you expect the most in 2010?
TV 2 is investigating two income models for internet and mobile activities – for both advertising- and user-generated income. I anticipate that the biggest economic growth in the consumer market will come from football rights and entertainment.
March 2010
