Strategies in times of regulatory change: a Norwegian case study on the battle for a commercial radio licence

Abstract

For broadcasting institutions regulated with a time-limited licence agreement, one of the most crucial times is when the licence period expires and a new licence agreement has to be negotiated. Such a key moment opens up changes in the broadcasters’ constraints and unmasks hidden external conditions and conflicts. As a consequence, the broadcasting institutions have to battle for dominance and control in different arenas, each arena demanding different strategies and skills. What are the main institutional strategies used in the different arenas? How do differences in the institutions’ resources and capital influence their choice of strategies? And which arena is the most important to master in order to succeed as a commercial broadcaster with public service obligations? The article draws on empirical evidence from a Norwegian case study, where two private radio institutions battled: first for the same national radio licence agreement and then – when a second licence agreement was handed out – for the same market segments of listeners and advertisers.

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