This brief, overall strategy document sums up the goals and values which shall govern NRK during the next five years.

A strategy must primarily be translated into actions and measurable results. It is the management’s responsibility to ensure that as many employees as possible understand the connection between goals, measures and results, and adapt their working day accordingly.

See also: NRK - Corporate Strategy 2012 - 2017 (powerpoint)

Five year goals for NRK 2012 - 2017:

• Brings people together.
  
• Is independent.
  
• Strengthens and contributes to developing norwegian and sami language and culture.
  
• Offers people a unique range of content.
  
• Tells, promotes and preserves norwegian history.

The goal – NRK brings people together means that NRK shall:

• Present the great experiences that bring people together.
• Give the people access to NRKs total content where they are.
• Engage in an ongoing dialogue with Its audience.
• Be an easily recognizable brand.

Measuring method for this target is:
Four out of five choose NRK every day.
Profile survey/brand awareness.

The goal – NRK is independent means that NRK shall:

• Have editorial freedom and protect its integrity and credibility.
• Be financed directly by the audience through a licence fee.
• Be able to cooperate with external partners with regard to content, providing that it does not interfere with its editorial independence.
• Be able to take part in strategic cooperation and ownership, subject to the board’s approval.
• Make its independence clear by letting NRK Aktivum manage any financial cooperation or ownership interests.

(NRK Aktivum: All the commercial activities in the corporation are taken hand by NRK Aktivum who is a wholly-owned subsidiary of NRK. NRK Aktivum’s activities are sales of programmes, spin-off products, book publishing, interactive activities, sponsorship of broadcasts of sports and cultural events.)

Measuring method for this target is:
Reputation/profile survey

The goal – NRK offers people a unique range of content means that NRK shall:

• Provide new understanding and shared experiences for all target groups.
• Be the best provider of news and investigative journalism for both local and national audiences.
• Provide both broad insight into and news about international relations.
• Promote public involvement and provide understanding through debate and discourse.
• To popularize what’s important and emphasize what’s popular.

Measuring method for this target is:
Public broadcasting report
target group surveys

The goal – NRK strengthens and contributes to developing norwegian and sami language and culture means that NRK shall:

• Distinguish itself through good use of language.
• Create and present content that provides shared experiences and strengthens sami and norwegian
• culture and identity.

Measuring method for this target is:
Public broadcasting report

The goal – NRK tells, promotes and preserves our common history means that NRK shall:

• Tell our history and engage in journalism that describes the norwegian reality in the past, present and future.
• Share content with the people and make our archive easily accessible for the audience.

Measuring method for this target is:
Market surveys
Profile surveys