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Media Landscape - Denmark

INTRODUCTION

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Denmark is by geographical size one of the smaller among the Nordic countries, covering 43,098.29 km2. Denmark is a highly industrialised, knowledge-based society that focuses on education and innovation. Greenland and the Faroe Islands in the Atlantic Ocean are also part of the Danish realm, although they enjoy extensive home rule. Denmark is a member of the EU, whereas Greenland and the Faroe Islands have decided against EU membership.

5.4 million people are living in Denmark in 2.5 million households. Although there are many different dialects, all Danes speak the same language – Danish. Approximately 260,000 people – or 5% of the population – are foreign nationals. 80,000 of them are from the Nordic Countries, the EU or North America. The rest come from Eastern Europe, the Middle East or Africa, primarily from Turkey, Pakistan, Iraq, Iran, Somalia or the former Yugoslavia. 1,800,000 people are 65+ years, and approximately 3 million belong to the economically active age group.

In 2005 the GNP was 1,551.5 billion DKK, approx. 209 billion €.


1. WRITTEN PRESS

The daily press is characterised by the fact there is no competition on the local newspaper markets, but competition increased on the national market during the last decade.

The 31 Danish newspapers may be classified in terms of the following categories: large nationally distributed (3), small nationally distributed (4), local and regional papers (22); and tabloids (2) - 30 are published weekdays, 8 also on weekends and one just on weekends. There is an overall decrease in the amount of circulation of all three categories. The readership has for decades steadily declined until the introduction of free newspapers. With 235 district papers distributed free of charge makes those papers a widespread phenomenon in Denmark, with a circulation of approx. 5 million copies per week. In 2001 a Danish version of the free paper “metroexpress” was launched, followed by similar initiatives from the main newspaper companies in Denmark. The magazine market accounts for a decline during the last decade.


2. AUDIOVISUAL MEDIA


Radio


The current public service radio system in Denmark consists of one independent broadcaster: the Danish Broadcasting Company (DR). DR runs 3 national FM channels: P1, is a ‘serious’ talk channel with a daily reach of 10% (2005), P2, a channel focusing on cultural subjects and classical music with a daily reach of 5%, and P3, a music and entertainment channel for younger people, with a daily reach of 24%. DR also runs 9 regional stations sharing a fourth channel, P4, and on average the regional channels have a daily reach of 37%.

DR is the main actor in the Danish Radiolandscape with a market share of 68%. It has served as ‘a locomotive’ for the roll out of DAB – Digital Audio Broadcasting. The commercial radio market includes approx. 100 local and regional stations, organised in networks or as parts of regional cross media companies (newspapers, free weeklies, radio, television).

Nationwide commercial radio was launched in 2003, but still has a weak market position. In total commercial radio has a market share of 29%, including both local and nationwide commercial radio, and a daily reach of 33% (2005). Non-commercial local radio (community radio) and foreign stations have a total share of 3%. The annual turnover for radio advertisements has never been more than 2% of the total turnover for all commercial media.


Television


Due to lack of terrestrial frequencies, DR and the second state owned public service broadcaster, TV 2 has privileged positions in the television landscape. The audience share of the DR and TV 2 public service channels is 69%. However, with the switch to digital television planned to take place in 2009 the structural limitations that DR and TV 2 benefit from today will disappear and the entire balance between the different broadcasters operating in Denmark will change dramatically.

Other television channels have to be distributed by cable and satellite, reaching only 50-70% of the population. Beside the two public service institutions there are two privately owned transnational commercial companies, Viasat (MTG) and SBS.

In spite of a fierce competition from the private television companies, TV 2 is a clear market leader with more than a 62% share of the market for television ads. Neither TV3 nor SBS has national reach, but they are nevertheless strong competitors to TV 2, as they attract a substantial part of advertising expenditure. There has been a proliferation of both public service and commercial channels, leading to an increased competition for audiences and revenues, but it hasn’t really changed the balance between the four main broadcasting companies.


3. NEWS AGENCIES

In Denmark there is only one news agency, Ritzaus Bureau.


4. DIGITAL MEDIA

Digitalization of the distribution of television is in its initial phase, while DAB so far has been a relative success. The role and character of the digital gatekeeper for the commercial digital platforms are still to be decided. The switch over from analogue to digital television in Denmark will be 2009. The switch over for radio has not yet been decided, but 2015 has been mentioned.


5. ONLINE MEDIA

Denmark has one of the highest internet penetration figures in the world. In 2005 Internet penetration in Denmark was 79%. All newspapers have a regularly updated online version, and the major newspapers have started E-paper versions and/or special sections for subscribers of the printed newspaper.

The most popular web sites belong to the major media companies. In 2005 DR (Denmark's Broadcasting Company) and TV 2 were constantly among the Top 5, DR with an average of 2.9 million unique visitors per month, TV 2 with 2.4 million.


6. MEDIA ORGANIZATIONS

The major media organisations concerning the press, radio and television are: Danish Newspaper Publishers’ Association, Danske Mediers Forum (Danish Media Forum), an alliance consisting of seven Danish media organisations and the two broadcasting corporations DR and TV 2/Danmark. The Ministry of Culture (broadcast media), The Prime Minister’s Department (print media), The Ministry of Science, Technology and Innovation (Telecommunication), Mediesekretariatet (The Danish Regulatory Board) and Dansk Journalistforbund (The Union of Journalists in Denmark.).


7. NATIONAL MEDIA POLICIES

The national bodies of media are divided into three, the Radio and Television Board having the most comprehensive set of functions. The media policy framework for print media is limited to general issues about freedom of expression and constitutional rights in general.

The media policy framework for broadcast and electronic media is more specified and worked out in detail in Media Agreements running for fours years among parties in the Parliament. The national bodies of media are divided in three: The Ministry of Culture is in charge of the electronic media, but the regulatory actions and supervision are placed in an independent regulatory board: The Radio and Television Board, the RTB, is the independent regulatory authority in charge of supervising the implementation of the Danish broadcasting legislation. The RTB has the following tasks:

  • To issue licenses to private national and local broadcasters
  • To monitor whether private and public broadcasters are fulfilling their legal obligations
  • To administer the grants for non-commercial local radio and television.
  • To carry out the daily administration of the broadcasting regulation
  • To prepare the RTB decisions and the implementation of RTB decisions
  • To assist the Ministry of Culture in matters concerning radio and television
  • To be the national knowledge centre in Denmark within media matters for the benefit of for example public authorities, media corporations, science and research and the general public.

Operating licenses (frequency planning and distribution) is handled by the IT- and Tele Communication Agency within The Ministry of Science, Technology and Innovation. State subsidies to print media are given in form exemption from VAT charge and reduced rates on postal distribution, approx. an amount of 160 million € per year. Non-commercial radio and television stations have received subsidies since 1997.

There is no anti-trust legislation on media concentration in Denmark, but The Danish Competition Authority supervises also the public as well as private media in order to prevent any monopoly situation, related to either national legislation, i.e. the legislation about free enterprise and competition, or to supranational legislation, i.e. EU-regulatory framework on state subsidies, for instance related to public service broadcasting.


8. ACCOUNTABILITY SYSTEMS

The Radio and Television Board is in charge of the central supervising functions for the Radio and Television Act. The Press Council is established pursuant to the Danish Media Liability Act. It is an independent, public tribunal, which deals with complaints about the mass media in general, i.e. printed and broadcast media.

The so-called cartoon debate, following Morgenavisen Jyllands-Postens publication in 2005 of a series of Muhammed drawings caused a severe, global crises for Denmark, including attacks on Danish embassies in the Middle East, condemnations from the UN General Secretary, former US-president Bill Clinton etc. Though the drawings and their global consequences were subjects of comprehensive public debates in Danish media, the debate has not influenced the formal bodies in the accountability system in any way.


9. RECENT MEDIA DEVELOPMENTS

For many years the central topics in Danish media policy has dealt with three main issues: the digitization of the broadcast media, the border lines between PSB and private broadcast media, and the national media legislation vs. EU legislation concerning state subsidies (licence fee) and competition law.

There is an increasing focus on the borderlines between public service and private broadcasting media remits. Upcoming issues of conflict between national and EU media regulation on public support of public service media.

Major media companies operating in Denmark are still mostly in national or Nordic ownership, but the increased competition for market shares and advertising revenue might open up for new international players. In general, the Danish Media market seems too small and maybe also too regulated to be attractive for foreign investments on a larger scale.


10. REFERENCES

  • Befolkningens brug af Internet 2005 [Use of Internet 2005] (2005) København: Statistics Denmark.
  • Carlsson, Ulla, Harrie, Eva (2001) Media Trends 2001 in Denmark, Finland, Iceland, Norway and Sweden. Statistics and Analyses. Göteborg: Nordicom.
  • Carlsson, Ulla, Harrie, Eva (2006 - forthcoming) Media Trends 2005 in Denmark, Finland, Iceland, Norway and Sweden. Statistics and Analyses. Göteborg: Nordicom.
  • Det danske Reklamemarked 2005. [The Danish Advertising Expenditure Survey: English Summary]København: Dansk Oplagskontrol. (Danish Audit Bureau of Circulations)
  • Danskernes Kultur- og Fritidsaktiviteter 2004 (2005) [The Cultural and Recreational Activities of the Danish People 2004]. København:AKF Forlaget.
  • Harrie, Eva (2003) The Nordic Media Market. Gothenburg: Nordicom
  • Ferrell Lowe, Gregory, Hujanen, Taisto (eds.) (2003) Broadcasting and Convergence: New Articulations of the Public Service Remit. . Göteborg: Nordicom.
  • Ferrell Lowe, Gregory, Jauert, Per (2005) (eds.) Cultural Dilemmas in Public Service Broadcasting. . Göteborg: Nordicom
  • Gallup TV Meter. 2000 - 2005
  • Index Danmark. Gallup 2004
  • Oplagstal og Markedstal (1995)[Circulation Data and Marketing Data]. Dansk Oplagskontrol. (Danish Audit Bureau of Circulations). København.
  • Oplagstal og Markedstal (2005)[Circulation Data and Marketing Data]. Dansk Oplagskontrol. (Danish Audit Bureau of Circulations). København.
  • TNS Gallup Radio Index. 2005
  • TNS Gallup : http://www2.tns-gallup.dk/
  • The Ministry of Culture: http://www.kum.dk
  • The Media Secretariat: http://www.mediesekretariatet.dk/
  • Nordicom: http://www.nordicom.gu.se/
  • DR – The Danish Broadcasting Company: http://www.dr.dk/
  • TV 2 Danmark: http://tv2.dk/
  • Danish Newspaper Publishers’ Association: http://www.danskedagblade.dk/
  • The Danish Union of Journalists: http://www.journalistforbundet.dk/sw921.asp


11. AUTHOR

Per Jauert, Associate professor at the Department of Information and Media Studies, University of Aarhus, Denmark


12. MEDIA RESOURCES

Newspapers

Audio/Video Media

Media Institutions

Blogs/Civil Media

Excerpt from EUROPEAN MEDIA GOVERNANCE: THE NATIONAL AND REGIONAL DIMENSIONS, published by Intellect (http://www.intellectbooks.com).

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