The Future of television is personalized : analysis of the internet streaming platform NRK on demand : a public broadcast study
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- Master Thesis 
Portraying a public broadcasters’ digital challenge, the thesis presents an analysis of the new reality, which is disrupting the world of media, entertainment and news. Targeting the dilemmas of the Norwegian Broadcasting Corporation, NRK, it seeks to offer alternatives for maximizing their public service mandate through their On Demand platform. Discussing its strengths and weaknesses, this thesis presents a proposal for the next strategic step of public service broadcasters: transforming their business model and offering personalized experiences while retaining their identity as public service broadcasters. Considering the competitive climate and technological media development, personalized accounts are the next frontier online. Digital accessibility and content strategies are essential to compete in a global market. The target is innovators and early adopters in Norway, represented by millennials (born 1981-1996). Today, the group´s low engagement rate with the brand and its content is the premier issue plaguing the organisation. The thesis answers how public broadcasters, as former dominant market players, can develop in a new dynamic environment and compete in the video streaming services. For public broadcasters engaging with Millennials is key to re-establish positive relationships - it links with their future survival. Scoring high on perceived quality and trust, focus on creating and capturing value through consumer experiences appears the best way to maximize value. Reviewing both resource based view and an external analysis, the emergent media patterns of consumer behaviour is best traced through the experiential view. NRK primary strength is their extensive content library, and their weakness is that they are not leveraging this resource. Learning from digital winners elsewhere, NRK must curate content to add context and improve semantic networks with tags. Content ought be classified in intuitive, fresher categories that are relevant to the consumer. By asking for individual preferences, NRK will be able to offer tailored experiences digital natives are used to having online. Content sharing, state of “flow” and other elements of gamification are also key drivers of consumption. In the age of digital abundance and fragmentation, consumers search costs must be alleviated – either by Meta-data or by play. In this sector, personalization and advertising avoidance are becoming bigger differentiators than price. Introducing strategies to energize the platform, NRK should also spend trust capital to leverage the brand and certain type of content. The thesis is a testimony to the personalization of media content and the expansion, and future of Television.