NRK Mobilapps At RDE March 2010
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Transcript of NRK Mobilapps At RDE March 2010
NRK radio on mobile phones
Leif-Kjartan Bjørsvik, Head of Digital radio, Norwegian Broadcasting Corporation (NRK)
Why develop this service?
• Being where the audiences are
• Being present at all media plattforms. Staying in tune wit changing media consumption
• Reaching younger audiences/consumers
• Increasing media consumption on mobile phones
Process
• NRK started working on the project in February2009
• Develop ourselves?
• Cooperation/alliances with other broadcasters?
• Purchasing a finshed product?• Purchasing a finshed product?
• Descision in November 2009
• Launch 14. January 2010
• First broadcaster in Scandinavia with apps for bothiPhone, Nokia and Android
Added value
• Radio merging with nrk.no, weather services, traficservices
• New services in the P3-app
Some statistics
• No 1 in iTunes 11 hours afther launch
• No 1 for over a week
• NRK radio: 54.500 downloads
• P3: 31.680 downloads
Total: 86.180 downloads• Total: 86.180 downloads
Use
• Listening via streaming has increased dramaticallyover the last 3-4 months
• During the previous two weeks there has beenalmost as many users on streaming as on ourinternet radio (70.000 and 80.000 users on a weeklyinternet radio (70.000 and 80.000 users on a weeklybasis)
• Streaming service has been started more often thanthe internet radio player (500 000 vs 400 000).
Improvements
• Favourites-button
• Sound quality
• Streaming stability
Navigating within the webpages used in the app• Navigating within the webpages used in the app
• Statistics and analysis
• Important to be where the audiences are
• NRK radio apps on mobile phones is a sucsess!
• Supplement to traditional broadcasting
• Improve marketing
Consider more apps for other plattforms – based on• Consider more apps for other plattforms – based onuser behavior and demands