In 2004 the management of SVT raised this question: "Our programs get a lot of attention in the media, but we find it hard to get the idea of SVT out, and create debate about public service. What should we do?"
It's a good idea to raise the question of public service, we answered.
Easier said than done. Public service turned out to be a fairly fuzzy concept that could be understood in a number of ways. Academically speaking it's an entire science that not even the academics have been able to come up with a really good definition for.
And more regular viewers had an extremely dim understanding of the concept, according to surveys. "A type of public toilet," someone guessed.
So we had to go back to the drawing board, do a lot of extensive interviews and plow through a lot of evidence. Add stuff, subtract stuff, until in the end we were left with two words: free television.
The campaign for free television started with the stated goal of creating reactions, and discussions. The very first ad film about Berlusconi caused diplomatic protests and war-like newspaper headlines. Never before in the agency's history has a concept had such a swift breakthrough and become an accepted part of public debate.