A presentation I gave at the Broadcaster meeting organized by Network for Promotion of The Network to Promote Linguistic Diversity where I had been asked to talk about Cross-border transmission and the web. The event was held in Cardiff in December 2012

1. CROSS-BORDER
AND THE WEB
NPLD -meeting
Cardiff 8.12.2011

2. ME
Sami Kallinen
Head of Online
Swedish Yle

3. YLE - FACTS
• National broadcaster of Finland
• About 3200 employees
• TV - 4 channels
• Radio - 6 channels
• Web - Leading Finnish website in news, web radio & TV and
other services
• 25 regional offices for radio, web and TV

4. YLE - ORG

5. YLE - ORG

6. YLE - ORG

7. SWEDISH YLE
ORG

8. SWEDISH YLE -
FACTS
• Swedish-language division of the national broadcaster of Finland
• About 380 employees
• TV - 1 channel
• Radio - 2 channels
• Web - Leading Finnish website in news, web radio & TV and other services
• 5 regional offices for radio, web and TV
• Sometimes used as a testbed within Yle

9. svenska.yle.fi
• Started daily production on the web in 1997
• 12 people working on design and platforms. Approximately
20 reporters producing online content. Changing January
2012
• Largest web service in Swedish Finland
• News, web radio & TV, children's web, blogs, food, plus more

10. SWEDISH
SPEAKING FINNS

11. SWEDEN FINLAND RUSSIA

12. SWEDEN FINLAND RUSSIA
Swedish-speaking Finns

13. MEDIA USAGE

14. Monolingual Swedish speakers
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choices.
Monolingual Finnish speakers

15. Monolingual Swedish speakers
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Monolingual Finnish speakers

16. Monolingual Swedish speakers
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Monolingual Finnish speakers

17. CROSS-BORDER
TRANSMISSION
Not an acute issue for Svenska Yle as a broadcaster.
But a core issue for the minority language project.

18. MEDIA USAGE
Laszlo Vincze proposes two remedies for revitalising the
Swedish language in Finland:
1. The media output in Swedish needs to be strengthened and targeted
more towards bilingual users.
2. The Swedish-speaking Finns cannot compete with the majority culture
in content creation and therefore we need to guarantee Swedish language
media sources from Sweden in bilingual municipalities.
Source:www.magma.fi (Laszlo Vincze, 2010)

19. South Tyrol WEB USAGE
German- 97% 3
speakers
Bilingual 84% 10% 6%
Transylvania
Hungarian- 49% 51%
speakers
Bilingual 32% 4 64%
Southern Finl. Ostrobothnia
Swedish- 72% 2 25%
speakers
Bilingual 41% 28% 31%
Swedish- 31% 23% 46%
speakers
Bilingual 7% 49% 45%
Minority-language Majority-language English
Source: www.magma.fi (Laszlo Vincze, 2010)

20. Ostrobotnia
SWEDEN FINLAND RUSSIA
Swedish-speaking Finns
Nyland

21. CROSS-BORDER
ON THE WEB
Everything is cross border on the web.

22. svenska.yle.fi
• 11,528,222 visits 2011 = weekly avarage: 221,696
(Google Analytics 04/12/10 - 04/12/11)
• Search Engines 40.24%
• Top-3 countries:
Finland 78%
Sweden 17%
Norway 0.6%

23. svenska.yle.fi/
nyheter
• 5,428,045 visits 2011 = weekly avarage: 104,385
(Google Analytics 04/12/10 - 04/12/11)
• Search Engines 38.37%
• Top-3 countries:
Finland 77%
Sweden 17%
Norway 0.6%

24. svenska.yle.fi/
matofritid
• 615,575 visits 2011 = weekly avarage 11,837
(Google Analytics 04/12/10 - 04/12/11)
• Search Engines 67.95%
• Top-3 countries:
Sweden 64%
Finland 30%
Norway 2%

25. IDENTITIES OR
HOW MUCH OF A
SWEDISH SPEAKING
FINN AM I?

26. s
Monolingual Swedish speakers
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
1970ies
Monolingual Finnish speakers

27. s
Monolingual Swedish speakers
Swedish speaking school
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Born
Monolingual Finnish speakers

28. s
Monolingual Swedish speakers
Swedish speaking school Late rebelling against
minority project
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Born
Monolingual Finnish speakers

29. s
Monolingual Swedish speakers
Stockholm
Swedish speaking school Late rebelling against
minority project
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Born
Monolingual Finnish speakers

30. s
Monolingual Swedish speakers
Amsterdam
Stockholm
Swedish speaking school Late rebelling against
minority project
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Born
Monolingual Finnish speakers

31. s
Monolingual Swedish speakers
Amsterdam
Stockholm
Swedish speaking school Late rebelling against
minority project
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Amserdam
with kids Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Born
Monolingual Finnish speakers

32. s
Monolingual Swedish speakers
Amsterdam
Stockholm
Finland Swedish Yle Swedish speaking school Late rebelling against
minority project
The Swedish-
Bilingual (Swedish dominant) The cultural
speaking cultural
identity and
identity and
project is not
project is
important.
important.
Amserdam
with kids Language or
It is important
cultural heritage
that Swedish is
does not affect
spoken in Finland Bilingual (Finnish dominant) choises.
Born
Monolingual Finnish speakers

33. ECOLOGY OF C-B
TRANSMISSION
Finnish language
User Media Media from Sweden Swedish language International media
media from Finland
media
Swedish-speaking [MP] [SwYle/MP] X X
Finns
Swedes X [SwYle] X X
Finnish speaking X X X X
Swedes
Expat Swedish- [MP] [SwYle/MP] X X
speaking Finns
Expat Finns [MP] [SwYle/MP] X X
C Cross-border transmission
[MP] Important from minority languageproject perspective
[SwYle] Important from Swedish Yle perspective

34. POSSIBILITIES

35. OPPORTUNITIES
Through the net you can technically watch
Swedish-speaking Finnish children’s programming no matter
where you are.

36. CHALLENGES
The fact that the web is always cross-border transmission is both
a challenge and an opportunity. Possibilities are limitless,
but competition for attentions is huge.

37. OPPORTUNITIES
We are not competing with national and local
media but with Google, Apple, Facebook and such. The fact that
we are local and a minority is our unique selling point.

38. CHALLENGES
What complicates matters is that the users need change very much
depending on the context. But this is where the web is
so strong, because we can change and customise according to needs.

39. THE RIGHTS
PROBLEM
Lawrence Lessig: The "present" always tries
to protect itself against the "future".

40. THANK YOU
@sakalli / sami.kallinen@yle.fi