DR has set out plans to redesign how recommendation algorithms work on its digital platforms, saying it wants to move away from the engagement-maximising logic used by commercial streamers and instead use personalisation to broaden what audiences are exposed to.
In its new 2030 strategic direction, ‘Forskellige sammen’ (Different together), the Danish public broadcaster says algorithms should not be used to keep users watching for as long as possible, but to “expand the horizon” by surfacing content beyond existing habits while keeping the experience relevant.
This means more recommendations designed to introduce audiences to new titles they might not normally select, rather than simply delivering “more of the same”. DR’s stated aim is a broader, balanced public service offer, with the “democratic conversation” as the guiding principle for how personalisation is tuned.
The strategy also underlines that DR expects to rely on “competitive technology and data” to better understand users and their relationship with DR, and frames login as a prerequisite for delivering this kind of personalisation.
Alongside the algorithm focus, DR is setting three headline targets for the strategy period: to remain Denmark’s most trusted media brand, to reach 9 out of 10 Danes weekly, and to have 5 out of 10 using DR digitally every day. It is also launching a misinformation-focused initiative, DR Verificerer, combining journalism and technology development.
