Future of Nordic Media 2030

The Copenhagen Institute for Futures Studies is looking into how actors within the Nordic media industry can be part of shaping the future role of media for the betterment of society. We do this with a variety of different initiatives including the think tank ‘Future Nordic Media Landscape 2030’ and the project ‘Public Service Algorithm 2.0’.


We are currently establishing the think tank “Future Nordic Media Landscape 2030” that will be gathering media professionals across industries in order to develop a new agenda for the direction of the media landscape of the future.

Why Now?

The traditional media industry is in crisis.

In our recent members' report 'Future Media', we addressed some of the significant megatrends affecting the media industry of the future, with three major areas challenging the role of media: the shift from broadcasted to networked truth, growing media polarisation, and declining public trust in media.

Increasingly, we are getting our news through social media platforms, and often this news is also created and shared by the citizens. In today’s world, the media landscape is to a great extent being facilitated and controlled by the horizontalisation of technological platform services and the use of algorithms and AI. This is unlikely to change! It is estimated that by 2022, most individuals in mature economies will consume more false information than true information as a result of this development which has already been very visible during the corona-crisis.

It has been some very chaotic months and it’s clear, that the world - more than ever – need reliable, responsible curation of content in the media based on fairness, accountability and transparency.

It is clear how important it is to stand together as Nordic Media in order to fight against fake facts and misinformation.

Public and commercial media providers no longer have a monopoly over the production and sharing of media content. Non-traditional media players, often from the tech industry, have redefined what it means to create and consume media. The ecosystem has grown to include 4.3 billion internet users who have become both producers and distributors of media content.

In short, the media landscape as we know it is changing and there is an urgent need for accountability from all actors in the media industry to redefine the business model and build a long-term vision underpinning the interdependence between the industry and society.

With the octopus-like development of non-traditional media players like Google, Facebook and Amazon from the US, and Baidu, Tencent and Alibaba from China the media landscape is changing. What role will the media industry have in the future? And how can the Nordic media industry players take an active part in shaping the future of a responsible media landscape? How can media stay resilient to the post-truth phenomenon and could responsible cooperation across the industry be the answer to an economically sustainable business model?

It is time for the Nordic media industry to rethink the ecosystem and create new value propositions based on Nordic values and the needs of the future consumer.

Main Goal

The main goal of the think tank is to rethink the ecosystem of the media industry in order to create a responsible media landscape! The first step is to create a set of guiding principles - a Nordic Media Manifest – focusing on aspects like values, ethics, transparency, CGC, the use of AI, and data collection policy, in order to highlight the urgency for media to act now.

What's in it for you?

Get exclusive access and be part of a movement.

As part of the think tank, you will get a platform to position your organisation as a Thought Leader in the Nordic and European media industry. Your organisation will be listed as a participant, reviewer, and contributor to the process, including in the final output on the Future of the Nordic Media Landscape.

The think tank will lay the foundation for a set of guiding principles based on Nordic values and build upon a common terminology for shaping the future of the media industry. The goal is to impact the Nordic media landscape by creating synergistic solutions across the industry and region in order to create a new common language and understanding of the future media landscape and new business models.

As part of the think tank you will also get access to:

  • Strategic tools and facilitation to work with megatrends and future scenarios to assist with long-term decision making.
  • Insights into the future media landscape and how to stay relevant in a digital and complex reality.
  • Networking and collaboration across the media industry with both public, private, and commercial stakeholders.
  • Best and next practices for media companies.
The Agenda

Examples of areas the think tank aims to address:

  • The relevance and role of media in the future
  • Curation and the automation of the media industry
  • The role of AI – biases, ethics and the battle of technologies
  • Consumer needs and demands in 2030
  • Trust and (automated) transparency in media
  • The unbundling of media and the new ecosystem
  • Social audio and the creator economy
  • How to enter the Metaverse
  • Guidelines for responsible digital media
  • And much more…
Who Should Take Part?

We invite selected organisations from across the Nordic Media Industry.

The think tank consists of actors from the Nordic media industry and leading media institutions with the aim to join forces and take responsibility for the direction in which Nordic media is headed.

Participant diversity is an essential aspect including actors from non-traditional media such as platform owners, the gaming industry and stakeholders in society in general since collaboration is an asset when shaping the future.

Interested in knowing more about our perspective on the future media landscape? You can start by reading the following articles:


A new way of curation in the media landscape.

How can we ensure a balanced and non-manipulated exposure of media content that is transparent and support diversity? Fake news and misinformation have exploded in the media landscape. A problem that has become even more visible in the course of the COVID-19 crisis. The WHO has already named it an infodemic, where fake news spreads like a virus. The discussion has mainly been, how we regulate and handle the content itself in the form of fact-checking and deleting content, but the problem is not only in the content itself – the spread of the content is dependent on the curation and the algorithms controlling how it’s being presented.

The battle for democracy in the future is a battle of data and algorithms.

The mission of the project is to create the basic structure of a responsible algorithm that functions as a more transparent and reliable content curator - designed for societal cohesion with a balance between consensus and diversity - working against echo chambers and polarization. In short; to create an algorithm with a goal to ensure democracy.

Of course, there are many challenges to doing this: Bias in the code, lack of access to the right data, data ethics, protection of user data and the requirements for the algorithm are just some of them which will be investigated and worked on as part of the project.

If you are interested in knowing more feel free to reach out to Head of Media, Sofie Hvitved @ shv@iff.dk.