Launching an audience-first strategy while in a state of emergency


How a regional broadcaster became a frontrunner in user engagement during COVID-19 lockdown

March 2020.


7 min.

Want to know more?
Feel free to reach out.

Morten Ro
Engagement Strategist, Northern Europe


The challenge

Implementing an audience-first strategy while in a state of emergency in order to meet audience needs in the best possible way.

The outcome

Having an ‘all in’-mindset when express-launching an ambitious engagement strategy has led to unprecedented engagement rates.

“I’ve been part of projects on building relationships with audiences in the past. And I haven’t had a feeling of connecting this much with people as efficiently as we do now. The warmth in the ‘thank you’s we get from the audience is amazing!” — Kristina Lund Jørgensen, Project Manager and Constructive Editor, TV 2/Fyn

Question and Answer segments are divided between experts and journalists.

“Since 2015, we’ve worked strategically with the concept of relevance, and it’s been a key parameter for editing our news stories. Until now, however, it’s been difficult to make the shift towards relevance because journalists and editors often choose stories that they themselves think are newsworthy. But what is relevant to a journalist is not necessarily relevant to a carpenter.

As soon as we started working with Hearken, relevance was inevitable. After all, it’s hard to imagine users not finding our coverage relevant when the stories are made on their own initiative. Now, we find news angles we’d never otherwise have discovered, we see a much broader variety of stories and our news coverage seems more in sync with our audience.”

Lasse Hørbye Nielsen, Managing Editor, TV 2/Fyn

An evening broadcast host is guiding TV viewers how to inform coverage on their website. 

TV 2/Fyn 

TV 2/Fyn, based in Odense and covering the island of Funen, is one of eight regional broadcasters associated with TV 2/Danmark A/S.


TV 2/Danmark A/S is a limited company 100 % owned by the Danish state. The primary purpose of the company is to carry on public service business. The regional TV 2 stations are autonomous stations each of which are fully license-financed.


TV 2/Fyn has, on average, 48,000 daily viewers for their 7.30 pm news slot. The regional broadcaster currently holds the position of second most viewed regional tv station under TV 2/Danmark A/S.

Case studies


How WNYC used Hearken to engage its audience around transit woes and needs

WNYC’s Gothamist used Hearken to help build a newsletter on transit in the city with nearly 100,000 subscribers.

CASE STUDY – The Colorado Media Project

How Hearken worked with the Colorado Media Project to bolster arts and culture coverage across the state

Colorado Media Project partnered with Colorado Public Radio to better understand how Coloradans want to learn about and engage with arts and culture.


How KXLY-TV’s new audience engagement strategy earned it its first-ever year-long sponsorship

KXLY-TV’s audience engagement strategy was so successful that it “stole the show” in the words of their first-ever annual sponsor.