Some examples of interactivity at a nordic public broadcaster in 2004-2006

1. The Interactive YLE
–some examples
Tuija Aalto YLE Radio

2. 2Tuija Aalto YLE Radio
In 10 years the Finns have embraced ICT
l 5 258 486 inhabitants (28.2.2006)
l 2 003 800 TV licenses (31.12.2005)
l Digital TV receivers in 1 061 965 homes: cities (39 %), rural (57 %)
l 2,8 million internet users in 1,3 million households
l Internet connection in in 58% households (7% in 1996)
l Broadband in 51% of households (256kB+)
l Computers in 70% of households (compared to 25% in 1996)
l Mobile phone in 97% of households (40% in 1996)
l Phone still mainly used for personal communication: web browsing or
buying on ther mobile internet not common
[Source: Tilastokeskus]

3. 3Tuija Aalto YLE Radio
Kotitalouksien laitekannan kehitys 11/2005-02/2006
(Lähde: Tilastokeskus/Kuluttabarometri)
95
93
71
67
58
47
52
43
45
36
33
38
29
18
18
8
4
97
95
72
70
62
51
49
48
46
44
41
41
33
20
19
9
4
0 10 20 30 40 50 60 70 80 90 100
Matkapuhelin
Televisio
Videonauhuri
Tietokone
Internet-yhteys
Laajakaista
Lankapuhelin
DVD-laite
Kaapeli-tv tai satelliittiantenni
Digisovitin/digitv
Digisovitin maanp./kaapeli
WAP/GPRS/3G -puhelin
Laajakuva-tv
Internet-puhelinliittymä
Kotiteatterijärj.
Tallentava digisovitin
Satelliittidigisovitin
2005 marraskuu 2006 helmikuu
A mobile phone 97%
Internet connection 62%;
broadband 51%
WAP/GPRS or 3G
mobile phone 41%
Blue = Nov 2005
Green = Feb 2006
Internet telephone
connection 20%
Devices at homes

4. 4Tuija Aalto YLE Radio
Internet usage
l 73% of Finns aged between 15 and 74 have used the Internet during
the year 2005
l Internet usage has grown more regular, more people go online on a
daily basis: especially women under 35 have increased their web use
during the last three years –nearly all of them use the web on a
weekly basis
l The Internet is most commonly used for e-mail (86% of the
respondents), for finding information on goods and services (85%),
for using online bank services (76%), for finding information on
travel and accommodation services (66%), and for reading online
magazines and papers (56%).
l The use of online bank services, online shopping, and travel service
browsing have increased significantly since spring 2004
[Source: Internet Usage in Finland
http://www.internetworldstats.com/eu/fi.htm]

5. 5Tuija Aalto YLE Radio
Survey: Most Finns do not know 3G yet
l A recent survey (* found out that 63% of Finns do not know what
“3G”means in connection with mobile communications
l According to the survey only 6% browse the web with a 3G
mobile phone
l Most use the internet on their phone via WAP browser (21%), or
2G (14%)
l 58 % said they would like to use the web on a 3G phone in the
future
l Most (53%) had not used the internet at all with their mobile
phone.
*) The survey was conducted by eSearch (owned by Soprano Oyj)
and it was commissioned by Elisa, the mobile operator; 2189
Finns answered in the survey in March)

6. 6Tuija Aalto YLE Radio
The changing media environment
l The publishing treshold of web content is lower
than ever –blogging, podcasting and new kinds of
social software are enabling new ways to interact
and this content competes with mainstream media
of the time and attention of the audiences
l Does interactivity, the word, mean two–way
communication? What role can the audience, and
their ”micromedia”play in the dialogue?
l Can it be one-to-one communication both ways, or
is it still only mass communication the other way?
l Do we know how to really be interactive?
l Does it matter?

7. 7Tuija Aalto YLE Radio
Lessons in interactivity
1. RSS & blogs
2. The incoming SMS
3. Some special ”user-generated content”efforts
4. Communities: X3M, X-Stage

8. 8Tuija Aalto YLE Radio
Blogilista.fi: a directory of >4500 Finnish blogs
•20 most
subscribed
blogs in the
Blogilista
directory
•Ranking
according to
readership and
links add an
element of play
and competition

9. 9Tuija Aalto YLE Radio
yle.fi/blogit
l The YLE Blogs
website is an attempt
to allow for the
journalists and other
YLE voices to start
their own interactivity
in the blogosphere
l Utilizing the expertice
otherwise not in the
public domain
l We have only just
started learning
l Experiments with
videoblogging as well

10. 10Tuija Aalto YLE Radio
RSS –the more efficient way to browse the web

11. 11Tuija Aalto YLE Radio
A RSS reader –my feeds

12. 12Tuija Aalto YLE Radio
Ampparit, an independent news aggregator

13. 13Tuija Aalto YLE Radio
YLE offers feeds for syndication

14. 14Tuija Aalto YLE Radio
The YLE news window syndicated in a blog

15. 15Tuija Aalto YLE Radio
Blogs make journalism a two-way street
–or do they?
l For a politician, a blog is an effective tool for controlling
publicity and cultivating one’s political image (nearly all
the presidential candidates or their support teams
blogged in december and January)
l Journalists no longer have the monopoly of the media
scene –the expert who was interviewed can express
their own opinion before and after the interview in their
blog, as can the audience
l Blogsearch: what are they talking about my show?

16. 16Tuija Aalto YLE Radio
Blogsearch: a TV program
Blogsearch.fi:
Ajankohtainen kakkonen
30 hits

17. 17Tuija Aalto YLE Radio
Blogsearch: a journalist
”Olli Ainola”7 hits
Should a journalist
go comment and start
a discussion if
they are receiving
feedback in
someone’s blog?
Or is it
absolutely
none of their business?

18. 18Tuija Aalto YLE Radio
The Blogger goes first, 1

19. 19Tuija Aalto YLE Radio
The Blogger goes first, 2

20. 20Tuija Aalto YLE Radio
SMS incoming
l A partner takes care of the connections with operators to make
receiving SMS messages as easy as possible for the radio station
l Revenue share model –the service pays itself back
l Dialtone http://www.dialtone.fi/products/dtmix/
l Medioso http://www.medioso.pro
l Both partners offer a web interface for the radio team to browse
incoming messages and edit the reply message (”Thank you for your
message –Remember the show at 17.15 every day”or ”reminder of
Today’s special”)

21. 21Tuija Aalto YLE Radio
The Radio Suomi Night Radio Show incoming
messages, helpful and very personal/intimate

22. 22Tuija Aalto YLE Radio
YleX shows soliciting SMS input

23. 23Tuija Aalto YLE Radio
Yle KaX, the on air-screen
YleX Morning show on tv with picture 06.30-
10.00
WebCam plus text features on tv
How to use the SMS Chat:
Text M and your message
l Send to number 17113
l Cost per message 0,95€
Creating a nick: Type M NIMI Nick
l ”M NIMI Kalle”Send message to number
17113
TV chat with premium
priced sms was
invented in Finland,
now a nighttime staple
on commercial tv and
a worldwide
”medium”

24. 24Tuija Aalto YLE Radio
Nature wakes up into the summer - contest
Radio Suomi asked: ”How do you see
the nature weaking up into the summer?
Send us a digital photo or an sms”

25. 25Tuija Aalto YLE Radio
Cameraphone entries were
still scarce in spring 2004

26. 26Tuija Aalto YLE Radio
The best SMS entries,
while limited to the 160 characters’
maximum length, were quite artistic

27. 27Tuija Aalto YLE Radio
Audience producing content: Case Ralliradio

28. 28Tuija Aalto YLE Radio
> 2000 pictures and > 7000 comments

29. 29Tuija Aalto YLE Radio
Topics from web to TV: Suomi Puhuu
•Moderated
web forum
feeds topics
for a weekly
TV show
•Journalists
make
referates
of discussion
online

30. 30Tuija Aalto YLE Radio
X-Stage

31. 31Tuija Aalto YLE Radio
X3M Community