INMA Helsinki Study Tour Day 2: Navigating the Shift from Legacy Media to Digital Formats

It took me a bit longer to digest Day 2 of the INMA Finnish Media Study Tour—partly because of the volume of insights and partly because I needed to catch up on things post-INMA event. Better late than never right? But here’s a breakdown of what we covered: an exploration of Finland’s regional media landscape at Keskisuomalainen Oyj , an in-depth look at Yle s public service model, and finally, a visit to the commercial media MTV Oy . Each visit offered a unique perspective on how Finnish media is navigating the digital transformation journey, and I’ll be honest—Day 2 made me reflect deeply on the future of traditional media.

Keskisuomalainen: The Regional Newspaper

We kicked off the day at Keskisuomalainen, a 152-year-old media group with a long history in Finnish regional news. Over the past decade, Keskisuomalainen has more than doubled its turnover, thanks to strategic acquisitions and a strong commitment to local journalism.

As Chief Digital Officer Kirsi Hakaniemi and Editor-in-Chief Karri Kannala highlighted, their goal is to make digital as engaging as print while maintaining the trust and deep connection they’ve built with local communities over the years. Their strategy is to focus on providing high-quality content and investing in innovative concepts that cater to their unique audience.

One particularly inspiring initiative was shared on how they’ve introduced “Easy Finnish”—a simplified version of the language used in some articles. The aim? To make local news more accessible to non-native speakers and those still learning Finnish. This forward-thinking approach not only serves the community better but also broadens their audience base by including people who may otherwise feel excluded from traditional news formats.

It’s clear that Keskisuomalainen is dedicated to reaching new audiences, not just through new initatives like their app, but by being more inclusive and relevant. With a gradual transition from print to digital, they’re making thoughtful changes to adapt and prepare for a digital future. With this, they are making meaningful strides in engaging diverse readers and strengthening their position as a regional media leader.

Yle: Public Service Media with a Social Mission

Next, we hopped on the train, almost got lost, but found their office and made our way to Yle, Finland’s national public broadcaster. The visit had a different tone compared to the commercial strategies we’d seen so far—it was more about their commitment to serving all Finns, regardless of their background, language, or digital preferences. The presentation highlighted how Yle is striving to make itself accessible and relevant to everyone in Finland presented to us by Mika Ojamies and the team.

Their strategy revolves around three key pillars:

1. Strengthening the Yle brand and audience relationship: Yle’s goal is to deepen its relationship with all Finns through accessible platforms like Yle Areena and Yle.fi , ensuring that everyone—whether they’re consuming content on TV, radio, or online—feels connected and engaged with their programming.
2. Making all of Finland visible: Yle is committed to reflecting the diversity of Finnish society in its content. They want every Finn to feel represented, regardless of their background or geographic location. To achieve this, they’re putting special focus on content that resonates with underrepresented groups and those for whom Yle has traditionally been less significant in their media consumption.
3. Being a responsible pioneer of media expertise and technology: Yle aims to lead by example in integrating new technologies and AI to support content creation and improve accessibility. This means using AI not just for automation, but to increase productivity and reliability, making it easier to provide relevant content to all audiences.

These strategic goals are supported by several focus areas, such as accelerating the personalization of their digital services, making content more diverse, and ensuring that their content is available in multiple formats and accessible to everyone.

One phrase that resonated with me during the visit was: “Technology is an enabler, but culture makes it happen.” It’s not just about having the right tools; it’s about fostering a culture of collaboration and inclusion. By building a unified, multi-platform newsroom where TV, radio, and digital teams work together, Yle has created a system that ensures high-quality content is produced and distributed effectively across all channels.

In essence, Yle’s mission is to be there for all Finns, no matter where they are or how they consume media. Whether it’s through TV broadcasts, radio shows, or digital platforms, Yle is making sure that its content is diverse, inclusive, and accessible—ensuring that every Finn feels represented and engaged.

MTV: Commercial Broadcasting in a Changing Market

We wrapped up Day 2 at MTV—no, not the MTV we grew up watching with music videos and Pimp My Ride. MTV in Finland is a major commercial television broadcaster, owned by Telia Company, with a strong focus on news and entertainment.

Sauli Asikainen , VP of B2B Sales and Marketing, took us through the challenges of competing in the Finnish TV market. It’s not just about going head-to-head with other local broadcasters—the real competition comes from global tech giants. We know who.... making it difficult for local players to hold on to market share.

Sauli’s perspective was refreshingly pragmatic: It’s not about outpacing fellow local players, it’s about finding ways to stand out against the real heavyweights. He shared a powerful quote that resonated with me: “If you want to move fast, go alone. If you want to go far, go together.” It’s a reminder that the real strength in today’s media landscape comes from collective action.

But beyond just battling ad market giants, MTV’s strategy also includes rethinking how they use traditional TV formats to stay relevant. They’ve been experimenting with new content formats and integrating news segments more effectively into entertainment programming, making sure they are delivering value to viewers in more innovative ways. This allows them to maintain their competitive edge and keep audiences engaged with a mix of information and entertainment that goes beyond the typical linear TV approach.

Final Thoughts from Day 2

While Day 1 highlighted how Alma Media and Sanoma are focusing heavily on personalization of their content to be relevant for their readers and AI to have more efficent workflows, Day 2 provided a refreshing contrast. We got a glimpse of how Finland’s regional and public service media are making deliberate, strategic moves to maintain their unique roles in an increasingly digital world.

Keskisuomalainen is taking gradual but meaningful steps to embrace digital, all while preserving the deep connections they’ve built within their local communities. Their focus on inclusivity and accessibility—such as the “Easy Finnish” initiative—is a testament to how they’re evolving to better serve their readers.

Yle, on the other hand, is using its position as a public broadcaster to ensure that its diverse content reaches every corner of Finnish society. With a strong commitment to innovation and a multi-platform strategy, they’re making sure their content is visible, relevant, and accessible to all.

MTV is finding new ways to stay competitive by reimagining traditional TV formats and integrating news in innovative ways, creating a unique value proposition for viewers and advertisers alike.

Lastly, Day 2 reinforced that every media company, regardless of size or history, is carving out its own path in this digital landscape. It’s not just about keeping up—it’s about finding new ways to thrive while staying true to their core values.