The National Broadcasting Service (RUV) is a public body, whose main objective is to inform, educate and entertain. In 2017, the National Broadcasting Service introduced a new operating policy for the next four years, entitled "Media for the Future". The policy is the result of extensive research. Existing policies and operating procedures of public media institutions were analyzed, as well as relationships between the institutions and their stakeholders. The policy is intended to be the National Broadcasting Service's guideline as well as a recipe for how it intends on maintaining a good relationship with the general public in the future. One of the key points of focus in this policy is an increased emphasis on providing users with digital and non-linear services, thereby meeting the ever-increasing demands of a modern society in terms of access to public service media programs.
A new division, Current Media (Numidlar) was formed within the National Broadcasting Service. This division is equally responsible for perpetual programming on the web, radio and social media. The National Broadcasting Service has also made considerable investments into technology and software development to be able to achieve these goals. Part of the National Broadcasting Service's new policy included the introduction of a new media player for both radio and browser-based television applications, in addition to improving the National Broadcasting Service's app, available for smart devices, as well as specific integrations with services such as Apple TV and Spotify.
The new policy specifies some main target groups, one of which is individuals between the ages of 15-29. The National Broadcasting Service is producing programs designed to fit this age group, with a project manager hired specifically for this role. In 2015, the National Broadcasting Service launched a new service aimed at children (KrakkaRUV). The new policy emphasizes a strong focus on this service by establishing a new division that will solely focus on content created for children. The National Broadcasting Service has already developed a special app for the children's service, usable on all smart devices and Apple TV.
The National Broadcasting Service's new policy places the emphasis on digital development and services as the core activity of all program divisions. The policy has significantly increased the accessibility and ease of access to the services provided. Over 76% of the Icelandic population uses its services daily, with 95% of the population using the media services provided weekly.
|Name of partner||Type of entity|
The Icelandic National Broadcasting Service
The Ministry of Education, Science and Culture