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DR NEWS

LEADING IN A MULTIMEDIA ORGANIZATION

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NAJA NIELSEN

Editor in chiefJournalist44 years17 years in television

Married to a radio journalistMother of two teenage girls

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WE ARE – EVENING NEWS ON TV

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WE ARE – RADIO NEWS

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WE ARE – WEB AND MOBILE

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FIRST DANISH REPORT FROM SYRIA

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WE ARE – NEWS 24/7

TVRADIOWEBMOBILECURRENT AFFAIRSEVENTSDOCUMENTARIES

AND OUR BIGGEST MEDIA: TEXT-TV

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OUR AUDIENCE

DENMARK – 5 MILLIONS

TV EVENING – 1 MILLION RADIO MORNING – 2 MILLIONSWEB and MOBILE – BIGGEST IN DENMARK

BUT – WE ARE GOING DOWN

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OUR AUDIENCE

AND COMPETITION GROWS

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THE QUESTION IS

HOW TO CREATE EXCELLENT PROGRAMS TO DIFFERENT GROUPS ON DIFFERENT MEDIA?

OR

GO SILO OR GO MATRIX?

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IF WE HAD THE MONEY

I WOULD GO SILO

The best storiesThe best journalistsThe best cameramenThe best editorsThe best graphic designers

The best equipment – WITH ONE FOCUS

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ONCE UPON A TIME

TV RADIO

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THE DR CITY

TEN TIMES MORE – AND BETTER

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Media specialists

Co

nte

nt

sp

ecia

lists

POLITICS

GLOBAL

DENMARK

SOCIETY

BUSINESS

CONSUME

DIGGING

TV Radio Web Magazines

THE NEWS MATRIX

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FIRST DANISH REPORT FROM SYRIA

TV news itemRadio news itemTV news channel liveWeb storyText-tv storyBackground item for Current Affairs programBackground item for Foreign Affairs program

Initiated by foreign desk, planned and executed by 10 executives

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WORKING IN A MATRIX

FIRST

THE DARK SIDE

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CHAOS

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TALK TALK TALK

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FACTORY

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WORKING IN A MATRIX

THEN

BIG ADVANTAGES

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STRONGER JOURNALISM

KNOWLEDGE5 PEOPLE ONE STORY VS 5 PEOPLE FIVE STORIESWISER DECISIONS – NOBODY KNOWS IT ALLQUALITY CONTROLMORE PEOPLE CAN MONITOR MORE SOURCES 24/7

SURPRISE – LESS UNIFORM OUTPUT

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BETTER AUDIENCE TARGETING

MEDIA SPECIALISTEXPERIENCE AND PRECISIONSTORY TELLING THE CONTENT GETS OUT TO MORE PEOPLEDIFFERENT ANGLES, DIFFERENT SOURCES

JOURNALISTS ARE DIFFERENT

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THE BIGGEST ADVANTAGEIDEAS GROWWHAT GENERATION IDEA IS THAT?

FIRST GENERATION IDEASARE POOR IDEAS

PEOPLE WITH MANY SKILLS HELP DEVELOP THE STORY AND THE STORY TELLING

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WHAT DOES IT TAKE

A STRONG VISIONCULTURE CHANGEPOWER CHANGESTARS AND WATERBOYSAMBITIONA LEADING TEAM

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A STRONG VISION

WE WANT TO BENEFIT THE DANES AND THE DANISH SOCIETY

- TO BE CRITICAL BUT CONSTRUTIVE- TO BE FIRST BUT CLEVER- TO CHALLENGE THE POWER – AND THE PEOPLE

WE WANT TO MAKE THE IMPORTANT STORIES RELEVANT

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CHANGE OF CULTURE

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POWER CHANGE

FROM MISTRUST TO CONFIDENCE

WHY DO MESSI SCORE FOR FC BARCELONA- BUT NOT FORARGENTINA ?

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FEAR OF CHANGE

EVERYBODY WANTS DEVELOPMENT- BUT NOBODY LIKES CHANGE

FROM EXECUTIVE PRODUCER TO FOREIGN EDITORFROM JOURNALIST TO EDITORIAL TEAM

TODAY: GENIOUS TO FATALFUTURE: ENDURING HIGH LEVEL DECISIONS

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FEAR OF CHANGE

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STARS AND WATERBOYS – 400 BEHIND THE SCREEN

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AMBITIOUS LEADERSHIPEASY TO BLAME OTHERSEASY TO SETTLE FOR COMPROMISESEASY TO FOCUS INTERNALLY

NEW REWARD STRUCTURE – GOOD DECISIONS THAT LEAD TO GOOD PROGRAMMES SHOULD BE REWARDED RATHER THAN GOOD PERFORMANCES

PASSION FOR GREAT PROGRAMMES

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GENERAL ELECTION 2011

ALL IN- PRIME TIME IN TV, RADIO- TOP PRIORITY- JOURNALISTIC FOCUS ON SUBSTANCE- VISUAL FOCUS ON PARTY LEADERS- MULTIMEDIA COLLECTION OF PICTURES, SOUND AND INFO- A CLEAR CAST OF JOURNALIST STARS

NEW ORGANIZATION WILL BE BUILD ON EXPERIENCE

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ELECTION IN DENMARK