A Case History: How The Norwegian Broadcasting Corporation (NRK) Met The Competition From Commercial Stations In The Early Nineties
Erik Dalen Markeds- og Mediainstituttet A/S (MMI), Norway and Tor Fuglevik Norwegian Broadcasting Corporation (NRK)), Norwaalso have relatively low listening frequency and spend little time on radio listening. Different from the modern materialists, however, they are well-oriented about the programmes of all actual stations, and listen selectively to the station that has the right programme at the right time. They prefer programmes with academic approach, in-depth news, politics, social analysis, discussions, programmes about art and culture, radio theatre and of course music. Their music preferences span from pop-music from the sixties and seventies and jazz, to international folk music and classics. Now and then they listen to contemporary pop-music, just to be updated and able to communicate with the youth.