[Music] yeah – yeah
yeah – yeah
yeah – yeah [Applause]
[Applause]
[Applause] [Music]
[Music]
[Music] [Applause]
[Applause]
[Applause] [Music]
once upon a time there was a web drama
once upon a time there was a web drama made strictly for 16 year old girls in
made strictly for 16 year old girls in
made strictly for 16 year old girls in Norway it was made in Norwegian language
Norway it was made in Norwegian language
Norway it was made in Norwegian language spoken by less than 0.1% the world’s
spoken by less than 0.1% the world’s
spoken by less than 0.1% the world’s population the drama was told with a
population the drama was told with a
population the drama was told with a deep respect for the target audience the
deep respect for the target audience the
deep respect for the target audience the story was published every day through
story was published every day through
story was published every day through video clips shots and social media
video clips shots and social media
video clips shots and social media updates the web drama became a huge hit
updates the web drama became a huge hit
updates the web drama became a huge hit among teenage girls in the country of
among teenage girls in the country of
among teenage girls in the country of North the love story between Isaac and
North the love story between Isaac and
North the love story between Isaac and even was a next level for our web drama
even was a next level for our web drama
even was a next level for our web drama it hit a nerve among teenagers tired of
it hit a nerve among teenagers tired of
it hit a nerve among teenagers tired of all stereotypes and a narrow-minded view
all stereotypes and a narrow-minded view
all stereotypes and a narrow-minded view of love you know everything is love the
of love you know everything is love the
of love you know everything is love the message was especially important for 19
message was especially important for 19
message was especially important for 19 year old Jonathan finally he could come
year old Jonathan finally he could come
year old Jonathan finally he could come out and be himself but Isaac and even
out and be himself but Isaac and even
out and be himself but Isaac and even also led the series to cross the borders
also led the series to cross the borders
also led the series to cross the borders of other countries because the show of
of other countries because the show of
of other countries because the show of the world with less homophobia and
the world with less homophobia and
the world with less homophobia and intolerance and then Isaac and even were
intolerance and then Isaac and even were
intolerance and then Isaac and even were voted TVs TVs top couple 2017 but the
voted TVs TVs top couple 2017 but the
voted TVs TVs top couple 2017 but the readers of eonline evac as the fans
readers of eonline evac as the fans
readers of eonline evac as the fans loved to call them got something like 3
loved to call them got something like 3
loved to call them got something like 3 million votes young people around the
million votes young people around the
million votes young people around the globe needed to see this relationship
globe needed to see this relationship
globe needed to see this relationship and they instantly knew that what they
and they instantly knew that what they
and they instantly knew that what they saw was true but that wasn’t the only
saw was true but that wasn’t the only
saw was true but that wasn’t the only thing Sanne the main character in season
thing Sanne the main character in season
thing Sanne the main character in season 4 was important to young people in
4 was important to young people in
4 was important to young people in countries such as Russia Turkey in the
countries such as Russia Turkey in the
countries such as Russia Turkey in the United States France and China she had
United States France and China she had
United States France and China she had one foot in Western culture and the
one foot in Western culture and the
one foot in Western culture and the other in her faith the Muslim
other in her faith the Muslim
other in her faith the Muslim protagonist went straight to the
protagonist went straight to the
protagonist went straight to the audience’s heart and Vanity Fair asked
audience’s heart and Vanity Fair asked
audience’s heart and Vanity Fair asked is from the future of television the
is from the future of television the
is from the future of television the fader simply stated that the whole
fader simply stated that the whole
fader simply stated that the whole planet was obsessed but it’s Norwegian
planet was obsessed but it’s Norwegian
planet was obsessed but it’s Norwegian teen drama but what amused us the most
teen drama but what amused us the most
teen drama but what amused us the most was probably this one
was probably this one
was probably this one Icelandic teenagers trying to learn
Icelandic teenagers trying to learn
Icelandic teenagers trying to learn Norwegian some seven hundred years after
Norwegian some seven hundred years after
Norwegian some seven hundred years after the two languages separated the question
the two languages separated the question
the two languages separated the question was and still is how did we end up with
was and still is how did we end up with
was and still is how did we end up with all this during the spring of 2014 our
all this during the spring of 2014 our
all this during the spring of 2014 our Commissioner gave us a task make
Commissioner gave us a task make
Commissioner gave us a task make something that will bring teenagers back
something that will bring teenagers back
something that will bring teenagers back to NRK because that was obviously a
to NRK because that was obviously a
to NRK because that was obviously a problem the student turned to web drama
problem the student turned to web drama
problem the student turned to web drama a format developed and produced by our
a format developed and produced by our
a format developed and produced by our kids Department
kids Department
kids Department for almost a decade Sahra the first
for almost a decade Sahra the first
for almost a decade Sahra the first generation of web drama was a result of
generation of web drama was a result of
generation of web drama was a result of the fierce competition from Disney
the fierce competition from Disney
the fierce competition from Disney Channel at a time the idea was to make a
Channel at a time the idea was to make a
Channel at a time the idea was to make a story close to the everyday lives of
story close to the everyday lives of
story close to the everyday lives of young girls and RK couldn’t match the
young girls and RK couldn’t match the
young girls and RK couldn’t match the budget or the escapism of Hannah Montana
budget or the escapism of Hannah Montana
budget or the escapism of Hannah Montana but we could make something real stories
but we could make something real stories
but we could make something real stories that were so close to the kids lives it
that were so close to the kids lives it
that were so close to the kids lives it didn’t feel like fiction you let on them
didn’t feel like fiction you let on them
didn’t feel like fiction you let on them have been part of all these projects she
have been part of all these projects she
have been part of all these projects she learned from working with the target
learned from working with the target
learned from working with the target audience you can never fool she got
audience you can never fool she got
audience you can never fool she got clever working very on cost and use her
clever working very on cost and use her
clever working very on cost and use her own words she earned a master’s degree
own words she earned a master’s degree
own words she earned a master’s degree in web drama it’s come the blood shed
in web drama it’s come the blood shed
in web drama it’s come the blood shed was still on a shoestring but she
was still on a shoestring but she
was still on a shoestring but she received lots of freedom from the
received lots of freedom from the
received lots of freedom from the beginning the projects was more or less
beginning the projects was more or less
beginning the projects was more or less organized as a start-up inside the old
organized as a start-up inside the old
organized as a start-up inside the old walls or NRK in the process of making
walls or NRK in the process of making
walls or NRK in the process of making second our team was dedicated to
second our team was dedicated to
second our team was dedicated to research for months looking back looking
research for months looking back looking
research for months looking back looking back this is one of the main reasons for
back this is one of the main reasons for
back this is one of the main reasons for a success the main reason the main
a success the main reason the main
a success the main reason the main researcher was a 25 year old girl she
researcher was a 25 year old girl she
researcher was a 25 year old girl she was hanging out of schools singing
was hanging out of schools singing
was hanging out of schools singing school plays visiting
school plays visiting
school plays visiting youth drama groups she spent hours on
youth drama groups she spent hours on
youth drama groups she spent hours on them on Instagram and snapchat social
them on Instagram and snapchat social
them on Instagram and snapchat social media is a great way to get to know 16
media is a great way to get to know 16
media is a great way to get to know 16 year-olds and understand the humor
year-olds and understand the humor
year-olds and understand the humor communication form and language the
communication form and language the
communication form and language the researchers also read everything they
researchers also read everything they
researchers also read everything they could find the statistics articles blogs
could find the statistics articles blogs
could find the statistics articles blogs and other pieces written by or about
and other pieces written by or about
and other pieces written by or about teenagers we also did 50 in depth
teenagers we also did 50 in depth
teenagers we also did 50 in depth induced based on NABC method since 2007
induced based on NABC method since 2007
induced based on NABC method since 2007 NRK has used this method to develop new
NRK has used this method to develop new
NRK has used this method to develop new formats and a DS n a b c stands for
formats and a DS n a b c stands for
formats and a DS n a b c stands for needs approach benefits and competition
needs approach benefits and competition
needs approach benefits and competition it is designed to find on an
it is designed to find on an
it is designed to find on an individual’s needs and a way to fulfill
individual’s needs and a way to fulfill
individual’s needs and a way to fulfill them scum is inspired by an IBC that we
them scum is inspired by an IBC that we
them scum is inspired by an IBC that we went broader in research and just a
went broader in research and just a
went broader in research and just a single person we research the entire
single person we research the entire
single person we research the entire target group and include key people from
target group and include key people from
target group and include key people from different social standings and
different social standings and
different social standings and environments who is the 16 year old what
environments who is the 16 year old what
environments who is the 16 year old what is she dreaming about what complexes
is she dreaming about what complexes
is she dreaming about what complexes does she have what does she need it was
does she have what does she need it was
does she have what does she need it was a quest for deeper truth rather than
a quest for deeper truth rather than
a quest for deeper truth rather than research into superficial facts after
research into superficial facts after
research into superficial facts after all this research
all this research
all this research the development team wrote a mission
the development team wrote a mission
the development team wrote a mission statement that has been the backbone of
statement that has been the backbone of
statement that has been the backbone of the project and permits the entire
the project and permits the entire
the project and permits the entire production it starts with defining the
production it starts with defining the
production it starts with defining the needs and goes on to show the approach
needs and goes on to show the approach
needs and goes on to show the approach to meet those needs
to meet those needs
to meet those needs shame aims to help sixteen-year-old
shame aims to help sixteen-year-old
shame aims to help sixteen-year-old girls
girls
girls strengthen their self-esteem to
strengthen their self-esteem to
strengthen their self-esteem to dismounting taboos making them aware of
dismounting taboos making them aware of
dismounting taboos making them aware of interpersonal mechanisms and showing
interpersonal mechanisms and showing
interpersonal mechanisms and showing them the benefits or confronting their
them the benefits or confronting their
them the benefits or confronting their fears this is public broadcasting in a
fears this is public broadcasting in a
fears this is public broadcasting in a pure modern form our main platform
pure modern form our main platform
pure modern form our main platform wasn’t Facebook or YouTube it was calm
wasn’t Facebook or YouTube it was calm
wasn’t Facebook or YouTube it was calm Petrino here we published short videos
Petrino here we published short videos
Petrino here we published short videos almost every day than we were in season
almost every day than we were in season
almost every day than we were in season the videos were published in real time
the videos were published in real time
the videos were published in real time so the scenes from the school would be
so the scenes from the school would be
so the scenes from the school would be published during day time and party
published during day time and party
published during day time and party scenes would be published at nighttime
scenes would be published at nighttime
scenes would be published at nighttime sounds logical right
on the same platform we publish shots
on the same platform we publish shots between the different characters this
between the different characters this
between the different characters this was also an important part of the
was also an important part of the
was also an important part of the storytelling and it made us come kind of
storytelling and it made us come kind of
storytelling and it made us come kind of unique and each Friday the videos were
unique and each Friday the videos were
unique and each Friday the videos were put together as a full episode on our
put together as a full episode on our
put together as a full episode on our case web TV and linear TV after total
case web TV and linear TV after total
case web TV and linear TV after total screen rating of 1 point 1 1 million per
screen rating of 1 point 1 1 million per
screen rating of 1 point 1 1 million per episode 98 percent of the viewing was
episode 98 percent of the viewing was
episode 98 percent of the viewing was done by streaming we will also use other
done by streaming we will also use other
done by streaming we will also use other platforms all the characters will have
platforms all the characters will have
platforms all the characters will have their own interim accounts run by our
their own interim accounts run by our
their own interim accounts run by our web producer there could also be films
web producer there could also be films
web producer there could also be films from YouTube
from YouTube
from YouTube this made storytelling more complex and
this made storytelling more complex and
this made storytelling more complex and exciting
exciting
exciting you could dive deep into the universe
you could dive deep into the universe
you could dive deep into the universe and really get to know the characters
and really get to know the characters
and really get to know the characters and the different storylines the social
and the different storylines the social
and the different storylines the social media account will also be a way of
media account will also be a way of
media account will also be a way of getting to know the audience and build
getting to know the audience and build
getting to know the audience and build trusts as producers we will be at eye
trusts as producers we will be at eye
trusts as producers we will be at eye level with the fans and the fan will
level with the fans and the fan will
level with the fans and the fan will feel ownership – scum as a consequence a
feel ownership – scum as a consequence a
feel ownership – scum as a consequence a huge PR campaign with billboards and
huge PR campaign with billboards and
huge PR campaign with billboards and promos would be wrong so Julie told the
promos would be wrong so Julie told the
promos would be wrong so Julie told the rest of Anarchy the traditional
rest of Anarchy the traditional
rest of Anarchy the traditional marketing would be out of the question
marketing would be out of the question
marketing would be out of the question scums comment field is unusually vivid
scums comment field is unusually vivid
scums comment field is unusually vivid the audience is given an opportunity to
the audience is given an opportunity to
the audience is given an opportunity to participate and in turn it’s a big part
participate and in turn it’s a big part
participate and in turn it’s a big part of the user experience scum would have
of the user experience scum would have
of the user experience scum would have been a for pure series without these
been a for pure series without these
been a for pure series without these elements discount this confounds own the
elements discount this confounds own the
elements discount this confounds own the series as much as an arcade does the
series as much as an arcade does the
series as much as an arcade does the comment field was also the start of
comment field was also the start of
comment field was also the start of waters turned into a huge global fan
waters turned into a huge global fan
waters turned into a huge global fan culture there’s now an endless amount of
culture there’s now an endless amount of
culture there’s now an endless amount of fan pages where scum is translated
fan pages where scum is translated
fan pages where scum is translated disgust cultivated and remixed like
disgust cultivated and remixed like
disgust cultivated and remixed like these girls posing as Wilda Nora Eva
these girls posing as Wilda Nora Eva
these girls posing as Wilda Nora Eva Kristen sauna on Facebook
Kristen sauna on Facebook
Kristen sauna on Facebook Anna’s postdoc will disk on key sundar
Anna’s postdoc will disk on key sundar
Anna’s postdoc will disk on key sundar pointed out in her research the
pointed out in her research the
pointed out in her research the involvement of the fans turns come into
involvement of the fans turns come into
involvement of the fans turns come into a continuous global live event here’s
a continuous global live event here’s
a continuous global live event here’s the scum blog to the left the activity
the scum blog to the left the activity
the scum blog to the left the activity on the five other platforms this
on the five other platforms this
on the five other platforms this specific day is the product of the fans
specific day is the product of the fans
specific day is the product of the fans it’s pretty amazing this guy called soo
it’s pretty amazing this guy called soo
it’s pretty amazing this guy called soo translated scum into Chinese to get rid
translated scum into Chinese to get rid
translated scum into Chinese to get rid this friend Michael that didn’t get paid
this friend Michael that didn’t get paid
this friend Michael that didn’t get paid and I didn’t even get a permission from
and I didn’t even get a permission from
and I didn’t even get a permission from NRK they were both students at the
NRK they were both students at the
NRK they were both students at the University in Beijing Kai was studying a
University in Beijing Kai was studying a
University in Beijing Kai was studying a witch and Michael was studying Chinese
witch and Michael was studying Chinese
witch and Michael was studying Chinese together they were making scum available
together they were making scum available
together they were making scum available to millions of Chinese fans that
to millions of Chinese fans that
to millions of Chinese fans that happened to not understand in which
happened to not understand in which
happened to not understand in which scene
scene
scene fan art is another side of this huge
fan art is another side of this huge
fan art is another side of this huge phenomenon in South Korea su Qing Han
phenomenon in South Korea su Qing Han
phenomenon in South Korea su Qing Han started to draw her own scum scenes
started to draw her own scum scenes
started to draw her own scum scenes she then published them on her Instagram
she then published them on her Instagram
she then published them on her Instagram account in April the first clip of scum
account in April the first clip of scum
account in April the first clip of scum season 4 came out and has an interesting
season 4 came out and has an interesting
season 4 came out and has an interesting scene
the ring was now complete art copying
the ring was now complete art copying fan art included in the series
fan art included in the series
fan art included in the series this was fandom heaven in a playful way
this was fandom heaven in a playful way
this was fandom heaven in a playful way to interact with the audience
to interact with the audience
to interact with the audience apart from scum being a brilliant series
apart from scum being a brilliant series
apart from scum being a brilliant series there could also be some external
there could also be some external
there could also be some external factors to the success consider these
factors to the success consider these
factors to the success consider these three the first one Scandinavia’s high
three the first one Scandinavia’s high
three the first one Scandinavia’s high tech corner of the bowl everyone has a
tech corner of the bowl everyone has a
tech corner of the bowl everyone has a smartphone and everyone has internet and
smartphone and everyone has internet and
smartphone and everyone has internet and it’s been like this for a long time this
it’s been like this for a long time this
it’s been like this for a long time this gives us benefits in terms of both
gives us benefits in terms of both
gives us benefits in terms of both publishing and consumption it is no
publishing and consumption it is no
publishing and consumption it is no coincidence that spot is Spotify Swedish
coincidence that spot is Spotify Swedish
coincidence that spot is Spotify Swedish and kygo coming from Bergen it’s gonna
and kygo coming from Bergen it’s gonna
and kygo coming from Bergen it’s gonna enable leads the way in streaming and
enable leads the way in streaming and
enable leads the way in streaming and scum is part of the same wave just as
scum is part of the same wave just as
scum is part of the same wave just as Cabo comes out with the streaming era
Cabo comes out with the streaming era
Cabo comes out with the streaming era scum comes from a new way to watch TV
scum comes from a new way to watch TV
scum comes from a new way to watch TV second the world is more global than
second the world is more global than
second the world is more global than ever before a Novation series can be a
ever before a Novation series can be a
ever before a Novation series can be a success in Turkey and China national
success in Turkey and China national
success in Turkey and China national media in all countries are experiencing
media in all countries are experiencing
media in all countries are experiencing a massive competition from global Giants
a massive competition from global Giants
a massive competition from global Giants but by being smart and risky we can make
but by being smart and risky we can make
but by being smart and risky we can make a difference on the international scene
a difference on the international scene
a difference on the international scene and third Norway is a country on the
and third Norway is a country on the
and third Norway is a country on the outskirts of Europe this is not the
outskirts of Europe this is not the
outskirts of Europe this is not the center everything at XI and vibrant I’m
center everything at XI and vibrant I’m
center everything at XI and vibrant I’m sorry to say but with scum our culture
sorry to say but with scum our culture
sorry to say but with scum our culture with liberal values individual freedom a
with liberal values individual freedom a
with liberal values individual freedom a healthy economy and gender equality is
healthy economy and gender equality is
healthy economy and gender equality is perceived as exciting and attractive
perceived as exciting and attractive
perceived as exciting and attractive that’s an interesting observation I
that’s an interesting observation I
that’s an interesting observation I think ok so there will be a remake of
think ok so there will be a remake of
think ok so there will be a remake of scum in the u.s. that’s pretty cool but
scum in the u.s. that’s pretty cool but
scum in the u.s. that’s pretty cool but maybe the most valuable thing we can
maybe the most valuable thing we can
maybe the most valuable thing we can bring onto the global table is the
bring onto the global table is the
bring onto the global table is the values at the heart of the series in a
values at the heart of the series in a
values at the heart of the series in a time of confusion and intolerance it
time of confusion and intolerance it
time of confusion and intolerance it seems more important than ever to create
seems more important than ever to create
seems more important than ever to create content that displays diversity and a
content that displays diversity and a
content that displays diversity and a society of V values rudran us and them
society of V values rudran us and them
society of V values rudran us and them attitude as a political editor in
attitude as a political editor in
attitude as a political editor in conservative Norwegian daily often
conservative Norwegian daily often
conservative Norwegian daily often person suggested a week ago in 2017
person suggested a week ago in 2017
person suggested a week ago in 2017 Sanne Isaac Nora William Evan all the
Sanne Isaac Nora William Evan all the
Sanne Isaac Nora William Evan all the others in the scum squad are the
others in the scum squad are the
others in the scum squad are the ultimate export on Norwegian values
ultimate export on Norwegian values
ultimate export on Norwegian values Sanne is not only a girl in a hijab
Sanne is not only a girl in a hijab
Sanne is not only a girl in a hijab she’s a strong individual individual
she’s a strong individual individual
she’s a strong individual individual that needs to confront their fears and
that needs to confront their fears and
that needs to confront their fears and find her way it is not easy
find her way it is not easy
find her way it is not easy noting scum and not in everyday life
[Music]
[Music] what reverses
the fairy tale of scum is now over here
the fairy tale of scum is now over here in Norway I’m sorry to say but where
in Norway I’m sorry to say but where
in Norway I’m sorry to say but where will the story go from here
will the story go from here
will the story go from here will there be another chapter will the
will there be another chapter will the
will there be another chapter will the fans in China write and produce season 5
fans in China write and produce season 5
fans in China write and produce season 5 maybe from the heartfelt confessions of
maybe from the heartfelt confessions of
maybe from the heartfelt confessions of the fans we know scum will live on in
the fans we know scum will live on in
the fans we know scum will live on in people’s hearts for years to come and
people’s hearts for years to come and
people’s hearts for years to come and when it comes to the series footprint on
when it comes to the series footprint on
when it comes to the series footprint on the international media scene I feel
the international media scene I feel
the international media scene I feel pretty confident they have only begun to
pretty confident they have only begun to
pretty confident they have only begun to see the starch popular of my time
see the starch popular of my time
see the starch popular of my time listening
listening
listening [Applause]
”
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