Norway:
Published in the Bulletin, no. 4, 1998
European Institute of the Media, Dusseldorf
The absence of programming in sami language could eventually lead to
the shut down of the two highly succesful Norwegian commercial
Broadcasters, TV2 and P4 (national radio).
In 1992 and 1993 the two companies were granted a ten year monopoly
for commercial broadcasting for TV and radio. This meant that TV2 and
P4 were the only companies being allowed to transmit national
broadcasting in Norway financed by commercials. The state owned
public service broadcaster NRK (Norwegian Broadcasting Corporation)
was and is still there, but this company is financed entirely by the
tv license.
In a commercial context, both TV2 and P4 are highly successful. P4
almost instantly grabbed 1/4 of the total radio audience, and has
been an extremely good investment for the grunders. TV2 initially
suffered from start up problems, but the last years TV2s part of the
total viewing has reached the level of NRK, its state owned
competitor. The two companies are by far the most important
tv-stations in Norway, each with approximately 1/3 of the total
viewing.
To even the balance, the commercial broadcasters would have to be
comitted to the ideals of public service broadcasting. How the
companies interpreted this concept was outlined in their
applications. An independent counsil, the public service broadcasting
council, was set up to monitor and evaluate the companies performance
of their public service commitment.
The summer of 1998 the counsil presented their annual report, and was
highly critical to parts of the broadcasters performance, and
pinpointed considerable divergence between the promises outlined in
the applications and the actual performance of the broadcasters.
TV2 did not produce one second of progamming in sami language. In its
annual report TV2 reported that one program was recorded in the sami
area, a comment which the leader of the public service broadcasting
council, media professor Jostein Gripsrud did not find amusing. TV2
had no arts and culture programming, not much about religion, but
were to a great extent transmitting low cost drama. The programming
for children was also quite miniscule. It is not legal to transmit
commercials exclusively towards children.
P4 did not transmit programs directed towards minorities, but were
constantly aiming towards the general audience. Neither did P4
fulfill its promise to root its choice of music in contemporary
Norwegian music.
The criticism from the council is more or less along the same lines
as previously, but in the last report the council was more harsh, and
it was indicated that the criticism was so severe, that a
prolongation of the monopoly might be put into jeopardy. TV2 would
prefer to receive a prolongation the next few months, in order to
make investments into new equipment.
The broadcasters argued that noone would listen or look to sami
programs , but also pointed to te fact that the applications, with
there generous promises were not legally binding for the
companies.
The whole story was reported intensly by the press, and the Norwegian
Ministry of Culture, Sport and Media finally asked for explanations
from the broadcasters.
The public service broadcasting council have no authority but to
comment upon the performance of the broadcasters. There is no public
body with the authority in the programming level. But in a couple of
years the terms for commercial broadcasting will be re-negotiated, as
one is approaching the end of the 10-years of monopoly. The terms
could easily be changed as a result of the public service
broadcasting councils criticism. Politicians commenting upon the
matter had problems with the fact that TV2 and P4 are very
profitable, ans still refuses to do the minor changes needed to
fulfill their own promises.
One of the politicians commenting upon the question was the president
of the parliament. Her final remark in an article in a daily
newspaper was: (...) it is not likely that the authorities should
protect a privately owned company which does not commit to the rules
of the authorities.
By Johann Roppen
Adviser, Norwegian Media Ownership Authority, Norway
jr@hivolda.no