This document discusses the rise of niche publishers and prosumers in the media landscape and how it affects mainstream media. It outlines YLE's strategy to engage with social media by making its content, services, and employees more open and interactive online. YLE aims to serve smaller niche audiences, support user-generated content, and provide tools for outside developers and audiences to utilize and discuss its content online. The strategy emphasizes embracing more openness, dialogue and less brand control in order to interact with the public.

1. When anyone can be a media mogul, someone will – and what that means to mainstream media Tuija Aalto, Head of New Media Development, Finnish Broadcasting Company 20.10.2009

2. Contents About YLE Actors of the future media landscape Niche publishers and their significance to mainstream media Social media YLE’s social media strategy Social web as a collaborative environment for journalists 20.10.2009

3. YLE – The Finnish Broadcasting Company Since 1926 Funding: Television fee (224€) paid by 2 million households No advertising 99.9% state-owned Operates under the Act on Yleisradio Oy 20.10.2009

4. YLE Channels and services Four national television channels Share of daily television viewing 44.5% (2008) Six radio channels (25 regional radio programmes) Share of radio listening 52% (2008) Online service Yle.fi: News, sports, program guide, science, culture, music Web TV & radio ”YLE Areena” Reach: 1 Million weekly visitors TV, radio and online reach 99% 20.10.2009

5. YLE New Media, Future Lab Future media environment Media use habits Innovation strategy for YLE Networking Online visibility (blogs, podcasts) Co-operation with active users 20.10.2009

6. 38% read blogs 5% write a blog 20.10.2009

7. New actors in the media field Prosumers Producer + Consumer = Prosumer Pro Ams Professional Amateurs Bloggers, podcasters, citizen journalists 20.10.2009

8. Blogs Self-expression Knitting, fashion, food Fun with friends Community Small audiences Minimal cost of operation Experimenting with new business models Examples: Fashion blogs MouMouMouruaa Colour me! 20.10.2009

9. Podcasts Self-expression Fun with friends Community Small audiences Minimal cost of operation Experimenting with new business models In pictures Live at Finnish podcasters´ meeting Hessun Kahvila podcast 20.10.2009 In touch with the audience. Foto: Erkka Piirainen CC-licence

10. Vodcasts Self-expression Fun with friends Community Small audiences Minimal cost of operation Experimenting with new business models Examples Digitytöt – womens magazine = vlogazine Bisnesmiehet -vodcast 20.10.2009

11. Case: Sukellus.fi tsunami-list DivingwebsiteSukellus.fireceived the State Award for Public Information Fast and reliableinformationdisseminationduring the tsunamicatastrophe (2004 Indian Ocean earthquake) Publishednames of tsunamisurvivorsonline Foreignministry and the pressdidnotservecitizenswith the informationtheyneeded 20.10.2009 Wikimedia Commons masa.net/pics

13. Indepencence day parade 2006, veteran commits suicide

14. Mall in Helsinki, passer-by shoots with his mobile as guards use unnecessary forceYouTube YouTube

16. Erkka Piirainen, a student of University of Jyväskylä, broadcast a local news event just to show he could

17. A historical decision was being made in Jyväskylä in February 2008: three municipalities were fusing into one

18. Mainstream media or the municipalities did not offer live video from the meetingsErkka Piirainen

19. New actors´ significance to mainstream media Steals attention away from mainstream media? More interesting content produced by peers? There are not only threats, there are possibilities 20.10.2009

20. YLE New Media Strategy Where we stand? 20.10.2009

21. Where we stand Together with their partners the public service companies are powerful generators and packagers of content. 20.10.2009

22. Where we are aiming to be? 20.10.2009

23. Where we are aiming to be The networked content of public services will be found packaged under various brands throughout the Internet on the websites of various businesses and private individuals. Public service content will be adapted to all Internet-based user interfaces. 20.10.2009

24. The future? 20.10.2009

25. The future The public service companies will freely release all content on the Internet for use in any manner and for further public domain distribution. 20.10.2009

26. The future Special groups will develop their own applications using open source public service products to meet their own specific needs. 20.10.2009

27. The future Extensively indexed, public access archives will encourage a more profound historical awareness in society. 20.10.2009

28. The future The public service companies will invigorate the networked community and motivate innovation. And innovators will invigorate the public service companies. 20.10.2009

29. Journalistic work needs to go online Journalists will be spending more time online both researching stories and publishing them New tools, new formats and journalistic innovations are the challenge 20.10.2009

30. Serve smaller audience streams at a time We need to start serving smaller niche audiences, using online as publishing medium better We need to enable and support those members of the audience who produce content online To help and teach storytelling To offer fresh news footage and archive material for reuse To provide a publishing platform for the publics own stories within the YLE website, as a choice for foreign platforms 20.10.2009

31. Social media We understand social media as a process where people – citizens and consumers - engage in interactions and discussions online, informing and entertaining each other, using open public platforms available for all 20.10.2009

32. YLE’s social media strategy YLE the Finnish Broadcasting company is present in social media in three ways: it’s 1) content 2) services 3) employees 20.10.2009

33. Main principles of YLE’s social media strategy Being active in social media means we accept more openness, more dialogue and less control of out brand and content It is about interaction with people, not just publishing 20.10.2009

34. 1. Content Easy to link to Easy to gather around to discuss Take it away (rss feeds, widgets) Rights to give the content to the public to use – to remix and republish - at their convenience Offer our audiences a platform to publish 20.10.2009

35. 2. Openness of services We should offer open API’s (application programming interfaces) so that outside developers may utilize our content when developing new services and applications 20.10.2009

36. 3. Our presence online The YLE staff will join online networks as part of their job Programme makers have the skills and the guts to use all kinds of online tools in developing journalistic expression Programme makers open their work processes and engage in discussion about their programmes. Those audiences who are interested in co-operating with our journalists are invited to do so 20.10.2009

37. What journalists can do online Information gathering Filtering and distribution of gathered information Discussion, engagement in communities, hosting and moderating Online content production and publishing 20.10.2009

38. Fields of the online environment for journalists 20.10.2009 Great openness of journalistic process Low profile online A high profile online personality Very low openness of journalistic process