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– TV 2 with all our content is an important part of people’s daily life. We will continue to be relevant so that people care about what we do. We have to be close and get involved. Even though the story of TV 2 is strong, it also works against us a bit. Some constantly connect us only with the linear television channel that started in 1992. Therefore, we must make sure that we are not only, but also perceived as, the universe of digital content that we have become, says Olav T. Sandnes, editor-in-chief and CEO and TV 2.
While TV 2 has made great strides in broadcasting and digital products in recent years, the brand is lagging behind.
– TV 2’s visual identity has only undergone minor adjustments since 1992, at the same time that both TV 2 and the media industry have fundamentally changed. I’m really proud of the new profile and how it shows today’s TV 2 breadth in a whole new way, says TV 2 boss.
New TV logo 2.
Tempo change
Sandnes says that TV 2’s new visual identity is based on the fact that modern Norway is complex and diverse, that TV 2’s task is to put together different stories, see each case from multiple sides, and give people stories that don’t they all count.
By combining the stories of the city and the country, about youth and adults, with a closer look, TV 2 will be close to the stories that attract.
A more unifying brand will also have consequences for the Sumo name, which will disappear during the year. Everything should be more linked to the name of TV 2, in line with the new brand strategy.
A stronger brand and a new visual identity is the first step in a change of pace that includes the entire TV 2 organization.
– It must deserve people’s time.
Today’s marching order from TV 2 CEO Olav T. Sandnes is based on changes in business strategy, organization and branding. Together, according to Sandnes, this signals a TV 2 that will dare more. Not only will you change course, but you will dare to develop programs, concepts and ideas that stand out more. More tests, room for more failures and higher speed.
Lauritzen company.
– I want more debate and discussion about the content choices we make. I want to see more risk with the possibility of rolling dice 6 than safety to ensure the rolling of dice 4. This will also apply in other areas, says the head of TV 2.
It ensures that well-known established concepts will not disappear with this. But the change of pace means that more concepts have to live on more channels where the audience is. And completely new concepts will see the light of day faster.
However, Sandnes emphasizes that TV 2’s biggest challenge is not yet more competition, or the crown and recession.
– Our greatest challenge is to make ourselves worthy of people’s time. Therefore, we must fill that time with something that matters. Something that hooks, that delights, excites and enrages. Because TV 2 no longer competes only with other Norwegian television channels. We fight social media, international streaming services, podcasts, and everything else that people spend their time on. Our audience can no longer be called viewers. They are media users on all channels, on all platforms, at all hours of the day, says Sandnes.
The bloggers.
«To TV 2»
ETT TV 2 is the name of the company’s new organizational strategy, which points out a clear direction for the TV 2 organization and how they should work together smarter and better.
– For TV 2 to be successful in the future, we must make it easier for everyone to do their job in everyday life. Of course, we will not turn everything upside down, but we can prepare differently so that we can better meet the goals we have set ourselves, Sandnes adds.
