DR's Strategic Goals 2007-2010
We are living in a fast-moving era in which competition for media and cultural consumption by the population of Denmark is growing considerably tougher. The role of DR is to ensure original content and to serve as common cultural and democratic ground for everybody living in Denmark. DR must stand out from the crowd by dint of its unique programmes and services and be available whenever the population wants to make use of us. So it is more important than ever that we have an ambitious strategy and clear strategic goals.
The five strategic goals described in the next few pages will be the focal point of the way DR is to evolve towards the year 2010. They reflect the unique challenges and priorities we face over the next four years. So we have identified specific success criteria for each goal to ensure that we stay on the right course.
I should like to take this opportunity to thank the board and all those working at DR who contributed to our work on our strategy and our strategic goals. The wealth of ideas and the commitment manifested during this work bodes well for the desire and ability to achieve them and to serve our customers in the next few years.
Kenneth Plummer
Director General
01 - DR will create value for everybody
As a media and cultural organization funded by license fees DR must create value for everybody in the country. Today DR interfaces with the vast majority of the population via television, radio or online. With the globalization of the media market and the way media consumption is developing in Denmark, the challenge to us will be how to maintain a strong, valuable relationship with our users. In our programme-making we will therefore increase focus on our users.
Specific areas for action:
• DR must be used by everybody
• DR must be the most preferred news provider
• DR must increase consumption by the 20-to-40 age group across all media platforms
02 - DR must engage, inspire and challenge
DR must serve as a trusted guide to culture and arts whether these are provided by DR or other parties. Through courageous, relevant programmes DR will engage users in subjects and debates about the society in which we live, and encourage them to question their attitudes and try new things.
Specific areas for action:
• DR must engage users in subjects and debates about the society in which we live
• DR must inspire everybody to take part in cultural activities
• dr.dk must serve as the population’s guide to media and culture
03 - DR must provide unique experiences
With the explosive growth of media provisions, and users who increasingly wish to watch television and listen to radio programmes on demand, DR programmes and services must enjoy a well-defined profile with a high degree of awareness among the people of Denmark. DR will focus on developing unique high-quality programmes and services.
Specific areas for action:
• DR must enjoy a powerful public service profile
• More DR programmes and services must enjoy powerful profiles with a high degree of awareness among the people of Denmark
• DR must develop high-quality programmes, services and experiences
04 - DR whenever and however you like
Over the next few years people are going to insist more and more on media experiences they can enjoy whenever it suits them. From 2007 to 2010 DR will continue to emphasize the development of existing and new television and radio channels. Concurrently DR will also work hard to make DR content and programmes accessible on demand and to develop completely new interactive services.
Specific areas for action:
• DR must be among the leading providers of on demand content in Danish language
• DR must inspire the population to exploit new media opportunities
05 - DR means efficiency and job satisfaction
DR will continue to simplify its organization, define clear goals for its work and allocate responsibilities more unequivocally within the organization. Our aim is to focus on our users in all our procedures and to move resources to content production. Combined with productivity improvements this will ensure that we can carry out the many new tasks awaiting us. A reshaped organization and new work processes will provide the key to creating the team spirit, job satisfaction and openness we will need in order to achieve our strategic goals.
Specific areas for action:
• The share of resources allocated for content production must be increased
• DR must carry out productivity improvements
• DR must increase the incitement to staff to focus on efficiency and planning
• DR must create job satisfaction through the clear allocation of responsibilities, shared goals and focus on content.