The document discusses Swedish Radio's embedded player which allows anyone to freely use their audio player on other sites and blogs. The player remains hosted on Swedish Radio's servers and they cannot control where it is published, but retain full control over the content. In the first 6 months of using the embedded player, it started 2.25 million streams from over 3,000 sites and was exposed over 23 million times, accounting for 6% of all streams on Swedish Radio's own site. The document concludes distribution is now as much about cooperation and viral sharing as technology, and some content works better in other contexts, creating a win-win situation while broadcasting remains the core.

1. Openness and
accessibility
Swedish Radio´s embedded
player
Mats Åkerlund

2. Basic version

3. Mini
version
Live
stream

4. THE EMBEDDED PLAYER
-Anyone can use the player
-No restrictions
-All audio is available
-Swedish Radio can not control
the environment in which the
player will be published

5. 2
-SR has full control over the
content
-It will remain on our servers
-The player is a link
-The embedded player is a
window to SR
-No new production of copies

6. ?????

7. Radio in a new media
landscape
42 channels
400 programs
270.000 hours

8. Challenge
The young audience listens less to Swedish Radio
48% of Swedes listen every day
16% in the age group 9-19 years
Radio listening decreases
2000: 130 minutes/day
2010: 86 minutes/day
Source: Mediebarometern Nordicom, SR Publik & Omvärldsanalys

9. ”Our mission is to be
where the audience is”
”Swedish Radio content should be found wherever the
audience is and it should be easy to find the content”
Sveriges Radios February2011

10. Examples

11. Blog

12. NRK

13. Live-kanal på nyhetssajt

14. Facebook

19. July 2011 – February 2012:
- 2.25 million started streams
- 3000 different sites/blogs have
embedded the player
- 23.7 million exposures
- Equivalent to 6% of started
streams on sverigesradio.se

20. Conlusions
Distribution used to be a matter of
technology
On the web, it is as much a matter of
cooperation, trust and viral spread
Some of our content can be more relevant in
another context
It´s a win-win situation
Broadcasting is still the backbone