DR – for you and everybody in Denmark

The mission of DR is to inform, entertain and inspire.

DR provides programmes and services for everybody. DR gives the general public plenty to choose from, plenty to think about, to puzzle over, to laugh at, to feel provoked by, to absorb them and to adopt as their own.

DR aims to be the frame of reference for the whole population, helping us to understand ourselves, our times and the people around us, and enabling us to act accordingly.

DR must constantly provide the general public with an independent, high-quality alternative to the commercial media.

DR fulfils its mission by

• generating value for society, culture and the individual
• setting standards of credibility, independence, balance, variety and quality
• providing quality in every programme genre
• building bridges in the media landscape of the future in Denmark

DR generates value for the society by

• promoting dialogue and understanding across divides
• stimulating the population to speak out, get involved, and meet others
• reinforcing the involvement of the general public in debates on our democratic society
• belonging to the country as a whole

DR creates value for the culture by

• providing shared experiences for the Danes
• creating, supporting and reflecting broad and narrow arts and culture
• supporting and challenging the Danish identity, language and history; in international contexts too

DR creates value for the individual by

• inspiring people to assume responsibility, act, and improve their lives
• making the incomprehensible understandable and relevant
• entertaining and by generating enthusiasm

DR sets standards and provides quality

Credibility
DR is the credible provider of information in a complex world. Thorough research and propriety in programme making are vital. DR does not knowingly misrepresent and has no hidden agendas.

Independence
DR never panders to or is swayed by financial or political interests. No reasonable doubt may be cast on the integrity of DR, its programmes or employees.

Balance
DR is fair towards all sides, attitudes and views through its impartial, critical journalism.

Variety
DR’s programming is aimed at broad and select audiences via variety in subject matter and points of view. There are options for groups with special needs or interests.

Quality
DR defines the level of quality, ethics and creativeness in the Danish media market. This applies to narrow programmes and broad entertainment alike.

DR builds bridges

The media habits of the general public are changing. People increasingly have broadband at home, mobile and handheld media devices, and other innovations inspiring us to use media in novel ways. DR must keep up with these developments, adjust its programming and give everyone a fair chance of being in on them; in the future, too.

• DR must be available with relevant programmes and services when and where the general public want them.
• DR will work with societies, authorities, places of education, trade and industry, and the arts when doing so furthers its goals.
• DR must be to the fore with content for the digital media; and define quality norms.
• DR must bridge the digital divide and ensure that the digital world is accessible to the general public.