SwissRadioDay 2025 to explore future strategies for resilient radio
ICELAND — A lifelong radio enthusiast turned media executive, Einar Logi Vignisson has spent more than 16 years at Iceland’s public broadcaster RÚV, where he currently serves as CEO of RÚV Sales. His journey began with a teenage radio obsession in the 1980s, leading to a career that spans film distribution, local production and commercial broadcasting. At RÚV, he successfully steered the organization’s commercial operations through the 2008 economic crisis, helping maintain the broadcaster’s unique hybrid model where advertising revenue accounts for one-third of operations.
RedTech: What distinctive regulatory, operational or technical challenges are unique to RÚV’s broadcasting landscape?
Einar Logi Vignisson: As Iceland’s primary broadcaster since 1930, RÚV faces unique challenges in serving a sparsely populated country prone to extreme weather and natural events. With seven volcanic eruptions in the past two years alone, plus frequent winter storms intensified by climate change, RÚV’s emergency broadcasting capabilities face constant scrutiny. When disasters strike, the public expects immediate coverage across radio, TV and digital platforms — a critical responsibility in a nation where reliable communication remains essential for public safety.
RedTech: Given Iceland’s significant seismic and volcanic risks, what specific strategic and technological adaptations have you implemented to ensure broadcast continuity and resilience?
Vignisson: While covering nearby volcanic eruptions (40 kilometers/25 miles from our headquarters) poses minimal technical challenges, RÚV focuses on two critical concerns: Maintaining power grid stability and ensuring reliable distribution. As Iceland’s only media company with backup satellite capability for digital transmission, RÚV can broadcast even if submarine cables connecting the island are disrupted. Cyberattacks present a greater distribution risk than natural disasters. The broadcaster must also adapt to changing audience habits, balancing traditional FM radio coverage with growing digital consumption through targeted campaigns that inform citizens about accessing RÚV’s platforms across Iceland.
RedTech: How has RÚV adapted its content and sales strategies to compete effectively with the growing number of online audio platforms?
Vignisson: Iceland has a great radio market. It thrives with two major players — RÚV and Sýn — each reaching 40% of listeners daily and 70% weekly, among Europe’s highest rates. This strong listenership allows advertisers to build reach, not just frequency, maintaining radio’s 15% share of advertising revenue. While television has struggled against digital expansion, radio has remained stable. The podcast market, which is vibrant, complements rather than competes with traditional radio, allowing major broadcasters to approach digital initiatives strategically rather than defensively.
RedTech: How are you helping younger listeners develop a radio habit?
Vignisson: While Iceland’s radio market remains strong, its primary challenge is an ageing listenership — no new youth-focused stations have succeeded in the past 15 years. RÚV counters this through podcasts and on-demand content. Despite these demographic challenges, RÚV maintains the top position among listeners aged 12–29, driven by its news coverage and role as Iceland’s premier platform for new local music.
My advice to new CEOs remains what I’ve told all hires: “Try everything but only keep what works.”
RedTech: What emerging technologies is your organization implementing to drive growth and optimize operational costs?
Vignisson: Text engines and our entertainment app were our main focus last year. We have been building a sizeable audience with our RÚV Stjörnur app, from the excellent Finnish app-hosting company, Choicely. Creating digital material in real time from our live radio shows is by far the most important channel for us.
RedTech: How has RÚV’s talent recruitment approach evolved compared to a decade ago, particularly regarding sourcing channels and key skill sets?
Vignisson: Today’s media companies prioritize older, more educated employees — a shift from previous decades. As a university dropout I likely wouldn’t qualify for my current executive position if starting now. Similarly, radio DJs are now typically older and better educated, bringing both advantages and disadvantages to broadcasting.
RedTech: What is the one big challenge that still keeps you up at night?
Vignisson: We had a period of constant growth up until the autumn of 2023. Since then, we — and the total radio market — have struggled to reach our previous numbers. Digital out-of-home has been a strong competitor, and there is a decline in the quality production of audio ads. This is our main challenge today. We had a similar decline in 2013 and 2014, only to fight back and be at the top again in 2016. If I’m realistic, we will not make such a miraculous recovery this time, but we’ll certainly try.
RedTech: How is the job of a radio CEO different today from when you started in the business, and what advice would you give to a newly promoted CEO?
Vignisson: Media sales have evolved dramatically and will become increasingly digital, with self-service platforms and updated metrics. My advice to new CEOs remains the same as that I’ve given to all hires: “Try everything but only keep what works.” This simple principle is borrowed from history’s greatest marketer, St. Paul the Apostle, founder of the world’s longest-running organization.
RedTech: Is there anything else you would like to add?
Vignisson: Over the past 15 years, Iceland’s global tourism appeal has been driven by two factors: natural wonders and music. Despite its small size, Iceland has produced internationally renowned artists like Björk, Sigurros, Laufey, Kaleo and Of Monsters and Men. RÚV’s Rás 2 maintains a minimum 40% daily quota for Icelandic music, often exceeding 50%, which helps launch new artists and maintain the station’s top ratings through the consistent quality of local music.
