Eirik Solheim on NRK's experiment with torrent distribution of public service broadcasting content:
This software has helped the government-owned broadcaster distribute terabytes of data to thousands of people. Through a technology that is feared by the media industry, yet extremely efficient and robust, we pump out huge amounts of content at a total distribution cost close to zero. [...]
When we do radical experiments giving away our content people tend to ask if we’re not afraid of losing control. But they are getting it wrong. The future is about the audience. The future is about the fact that if you want control over your content you have to be the best provider of it.
Your content will end up on YouTube and the Pirate Bay anyway. But when you’re the best provider, people come to you. Giving you the chance to interact and learn. And giving you the chance to build a business model.