New Ombudsman for the TV4 Group

Photo: Andreas Lundberg/TV4

On Aug. 1, Camilla Filipsson will become the new ombudsman for the TV4 Group. Previously Filipsson was press secretary for TV4. The role is a further development of the original viewer ombudsman position that the channel has had until now. The purpose of the new ombudsman position is to strengthen, deepen and renew the relationship between the public and all of the TV4 Group's platforms, including the TV screen, cell phones and the web, with a special focus on social networks. We talked with Filipsson about the new position and what it consists of.

Can you tell us more about what you will be doing?

I will be looking for trends and at the public discussions of our audience, capturing these and forwarding comments to create meaningful discussions and questions. Right now I'm developing a new webwsite and looking at how we should work within social networks. To begin with, it will be Twitter and Facebook, but other platforms are interesting as well. I'll also be looking at our internal forums and at where our relations can be strengthened - I have insights into decisionmaking at TV4 already, so that will make my job easier.

What is the most important function of an ombudsman?

The public needs to trust my role and that there is an open and honest dialog between them and the channel. Finding where people are talking, showing what they think and feel "for real" in the forums that we aren't a part of. Younger audiences are clearly leading the way here. We want to reach the public that isn't seen and heard in, for example, typical panel debates or analysis.

What are you most looking forward to, and what is your biggest challenge?

It's going to be exciting to help viewers and visitors get their opinions and questions across to the inner circles of the channel. And to be able to take matters to a head - I want to see results. But it will also be fun to work within communication, building networks and fast social media forums. That's also where the challenge lies, to follow what's said and to quickly respond. I believe it's incredibly important that we work quickly. Today's viewers and readers don't want to wait, they want immediate answers. It's tough competition among the media companies for viewers and audiences. We need to communicate under our audience's terms, while being credible and honest. Those will be my key words: credible, honest and quick!