The free television channel SkjárEinn plans to broadcast news in cooperation with daily newspaper Morgunbladid later this month. The news program will be aired every weekday at 6:50 pm and replayed at 9:50 pm.
“Morgunbladid’s news stories, both in paper form and on mbl.is, enjoy significant trust in society and the work that they’ve undertaken is very valuable,” Óskar Magússon, the newspaper’s publisher, said in a Morgunbladid article.
“We expect that advertisers are interested in being connected with these broadcasts and that they can become profitable. One could say that we’re placing more pillars under Árvakur’s operations without much cost,” Magnússon said.
The heavily indebted publishing house Árvakur was taken over by Magnússon’s holding company earlier this year.
“We believe Morgunbladid’s news should be aired on television,” said managing director of Skjár Media Sigrídur Margrét Oddssdóttir. “With this cooperation agreement we are trying out new ways in Icelandic television. The goal is for this project to be profitable for both companies.”
Oddssdóttir said the project is an experiment, which will be reviewed weekly to begin with and then on a monthly basis. Morgunbladid’s news broadcasts can currently be watched on mbl.is.
