Developing a strategy in large organisations is just the start. How do you drive change across thousands of people with different interests, skills and habits? Should you try to change the culture and...
Christina Johannesson
Christina Johannesson is leading the project of Future Skills at SVT News and Sports. She has a background as Head of the Newsgathering Department at SVT National News, as correspondent in Brussels, and as host of the current affairs show Aktuellt.
In the Future Skills project, Christina has been focusing on cultural change in the newsroom. She has been aiming to raise awareness of the digital change in society and has arranged activities where the co-workers themselves get important insights about audience needs and changing behaviour. Hundreds of co-workers at SVT have been out having coffee with viewers all over Sweden, asking what people expect from a news provider in the future. The project has arranged weekly seminars and workshops with internal or external speakers, and hundreds of co-workers have attended tailor-made classes. The project has been identified as one of the crucial factors in the SVT News digital transition. SVT News is now growing digitally by 30% a year in a mature market, and still growing slightly in the shrinking market of broadcast TV while moving resources from broadcast to online.
