08

R
EA
Y
´S
LE
Y
 2

3
4

1. Avara luonto
2. Francon aika:
näin sen koimme
3. Strada
4. Kotikokit
5. Galaxi
6. Ransu ja Karvakuonot
 7
YLE 08 CONTENTS

Yleisradio Oy The Director General´s review

Yleisradio Oy (YLE) is a media company engaged in public s. 3 From stabilisation to development
full service television and radio broadcasting, whose s. 4 YLE in brief
tasks, operation and financing are defined by law. YLE s. 5 Programme range and cost structure
makes programmes and produces services in Finnish and
s. 6 Public service YLE
s. 8 YLE audiences
Swedish and in, e.g., Sámi, Romany and sign language.
s. 10 YLE personnel
YLE provides Finns with equal opportunities to obtain
information, have experiences, be entertained and to
The year in programme operations
educate and develop themselves. s. 12 From current affairs programmes
YLE is mainly state-owned, and its operation is fi- to archive treasures
nanced principally by television fee revenue.
YLE channels and services
The company was founded in 1926. s. 24 Television, radio, the regions
Mikael Jungner is the Director General. and new services
The Administrative Council elected by Parliament
and the Board of Directors appointed by the Adminis- YLE administration
trative Council exercise supreme power of decision. s. 30 The Administrative Council and
Board of Directors 2008
YLE is a member of the European Broadcasting
s. 32 The YLE organisation in 2008
Union, the EBU.

s. 34 International awards

Annex: Report of the Board of Directors

and Financial Statements 2008
Key Figures (EUR million)
2008 2007 2006 2005 2004
EXTENT OF OPERATION (eur million / %)
Turnover 380,5 385,4 383,5 374,5 359,0
%change -1,3 0,48 2,4 4,3 8,8
Other business revenue 17,0 23,7 12,8 40,8 9,4
%change -28,3 84,5 -68,5 331,8 -15,7
Costs and depreciations 401,3 418,7 416,5 451,7 428,9
%change -4,2 0,5 -7,8 5,3 4,0
Balance sheet total 312,5 304,6 304,1 321,3 409,2
Gross investments 22,4 25,5 24,1 17,7 14,2
% of turnover 5,9 6,6 6,2 4,7 3,9

PROFITABILITY (eur million / %)
Gross margin 20,4 13,7 2,0 -13,7 -36,3
%of turnover 5,4 3,6 0,5 -3,7 -10,1
Profit/loss -3,8 -9,6 -20,2 -36,4 -60,5
%of turnover -1,0 -2,5 -5,3 -9,7 -16,9
Profit/loss for financial year 0,7 -6,4 -16,5 -28,8 -50,8
%of turnover 0,2 -1,7 -4,3 -7,7 -14,1

SOURCES OF FUNDS AND FINANCIAL POSITION

Quick ratio 0,6 0,6 0,7 0,8 0,9
Equity/Assets ratio % 48,4 49,5 51,6 54,0 49,5
Borrowed capital with interest (eur million) 4,5 4,5 0,0 0,0 72,0

PERSONNEL
Number of employees on a permanent contract in 31.12. 3 243 3 278 3 401 3 517 3 600
Number of employees on a fixed-term contract in 31.12. 430 477 447 445 516
Number of personnel total 3 673 3 755 3 848 3 962 4 116
Wages (eur million) 150,9 154,6 146,4 150,3 146,9
Fees (eur million) 13,8 13,5 14,2 14,4 14,9
Wages and fees total (eur million) 164,7 168,1 160,6 164,7 161,8

Quick ratio= Short-term current assets – Advance payments Equity/Assets ratio= Shareholders’ equity x 100 Personnel=Number of employees on

Current debts Balance sheet total time-wages during the financial year in
man-years
 3
4

2
1

YLE cares about drama

Domestic drama is a strategic project for YLE that it is prepared to invest in. Harvoin tarjolla
was one of YLE TV1’s most popular seasonal series of the current century. YLE TV2’s series
Karjalan kunnailla also grabbed domestic awards; the series was the Viewers’ Favourite and
Best Television Programme at the 2008 Golden Television Gala, and Karjalan kunnailla took
1. Karjalan kunnailla the Audience Venla at the Venla Gala. The first episodes from the series have been released on
2. Ostarin joulu DVD, and new episodes are due to be shown on YLE TV2 in the autumn of 2009.
3. Kummelin Jackpot
4. Kotikatsomo: Harvoin tarjolla
5. Heartbeat
6. Pikku Kakkonen
7. YLE News, Jussi-Pekka Rantanen
 Director General’s overview p. 2–3

F rom stabilisation to development

2008 was in many respects a historic year. The balancing of YLE’s finances launched in
2001 succeeded, and YLE proceeded from restructuring to a period of development. In
television distribution, Finland went over completely to the digital era. HDTV made progress
in cable and satellite distribution and, through pilots, in antenna distribution. Notwith-
standing fiercer competition, YLE’s audience relationship on television grew in strength
and remained stable on radio. Finns were active users of internet services and in particular
YLE Areena. The clear strengthening of the work ambience at YLE was another impressive
milestone.
One basis for a more resilient audience relationship is customer-oriented planning
(patox), which enables resources spent on programming to be allocated in accordance with
strategic objectives. Running from November to March, this patox process brings together
each year some 200 YLE managers and experts to plan service output for the next three
years. The 2008 audience relationship was reinforced most precisely in those genres where
resources were allocated in the previous patox round. These were children’s programmes,
Mik a r
el Ju n gn e drama, news and popular culture.
The work culture in the company continued to be promoted with an emphasis on open-
ness. The company is keen to reinforce the activeness and power of decision of YLE em-
ployees in their work as well as to make time available for innovation and planning for the
future. In particular, YLE Production’s brilliant development in the fostering of work culture,
5 personnel participation and well-being at work fostered faith in this policy.
In 2008, company strategy was also updated. By the start of the current year, the dis-
tribution and enabler strategies to support it and render it more precise were completed.
All that is missing from the now annually updated strategy family is an innovation strategy.
It will be ready in the autumn of 2009. Strategic management will only be successfully
strengthened if YLE’s management system is reformed. Control of resources and the gath-
ering, analysis and use of data on YLE’s operation are being improved. At the same time,
reporting is to be reduced and agility enhanced. YLE must also be able to modify its pro-
gramming policy in the course of the calendar year.
Co-operation with external organisations and companies is being further stepped up.
The launch of morning television in Swedish in 2010 is being prepared in collaboration
with the cultural foundations. In the same year, YLE TV2’s new daily drama series is due to
start up. YLE and the City of Tampere are together looking for production premises for the
series. The yle.mobi cell phone service launched with Nokia reached hundreds of thousands
of monthly users. YLE and Digita have reached agreement on the showing of the main YLE
6 channels on the mobile television that is possibly starting up later. YLE will not be respon-
sible for the distribution or copyright costs of the operation.
In 2009, YLE’s finances will continue to remain in equilibrium, unless significant changes
occur in the external operating environment. The audience relationship will become more
robust or remain as before, even though competition for customers’ use of time is inten-
sifying all the time. Children, drama, popular culture and news will remain the focuses of
programming development. In 2010, the company aims to reach young adults even more
comprehensively.

Mikael Jungner
Director General

1
3 3. Eeva Luotosen
YLE 2008 in B rief
The company’s Board of Directors re-
formed YLE’s strategic policies. Separate dis-
tribution and enabler strategies were also
confirmed as part of the YLE 2008 Strategy.
YLE services are supplied on equal terms to all
Finns using different distribution paths. Broad-
cast distribution at the current level is being
continued and the company is responsible for
the costs. YLE is harnessing new distribution
paths in order to establish partnerships so that
its contents are available to Finns as extensively
as possible. YLE fosters an open operating en-
vironment and is a public service pioneer and
reformer.
YLE contents are being developed to
meet customers’ needs. During the year, the
2
company defined its customer relationship seg-
ments and decided to develop programming
and channels on the basis of customer rela-
tionship analysis. Resources were channelled
principally into news, regional programmes,
factual and current affairs programmes, and
domestic drama. In addition, the company
developed children’s services and cultural pro-
grammes in particular.
YLE’s finances have been balanced and
the result for the period was 0.7 million euro.
Finances were balanced single-mindedly in ac-
cordance with the plan approved in 2002 and
rendered more precise in 2005 by the Admin-
istrative Council. YLE Pension Fund’s working
capital remained robust.
5
1. Kirjamaa
2. HBO: Tell Me You Love Me
Viisasten kerho
4. Bettina på turné
5. Arabialainen kättely
In marketing and communication, the
biggest campaigns of the year related to YLE
TV2’s children’s programmes on weekday
mornings, the theme of China and the Olym-
pics, and to YLE TV1’s seasonal series Harvoin
tarjolla on Kotikatsomo. The press service
became more effective with the opening of
Press File on YLE extranet. Launches of in-
ternet and mobile services were the focus in
company-level communication. In addition,
various international or domestic recognitions
for YLE employees and programmes were an-
nounced.
p. 30 YLE Administration
p. 34 International awards
yle.fi/yleinfo
 YLE in brief p. 4–5

P ro g ra m me output and cost distribution

YLE cost distribution in 2008 Shares of programming areas (%) out of

(total EUR 398 million) tv and radio broadcast hours in 2008
Centralised support (Change from 2007)
services 16% % 0 10 20 30 40 50
+22% +1%
Delivery 9% News and
TV 43% current affairs
+15% -2%
Programme operation
support 11%
New services 4% +3% 0%
Radio 17% Sport
+7% 0%

+8% 0%
Factual
+21% +2%

+20% 0%
Costs of YLE tv services in 2008 Culture
(total EUR 170 million) +40% +1%
0 10 20 30 40 50

34% +47% -1%

YLE TV1
Entertainment
+17% -1%
YLE TV2 44%
2008 YLE Radio YLE TV
2007 YLE Radio YLE TV
YLE Teema 7%

YLE FST5* 15%

Costs of programming areas (%) out of
*incl. also Finnish-speaking sports broadcasts
tv and radio broadcast hours in 2008
(Change from 2007)
% 0 10 20 30 40 50
+48% +3%
News and
current affairs +24% -3%

+3% +1%
Sport
Costs of YLE radio services in 2008 +20% +6%
(total EUR 69 million)
0 10 20 30 40 50
+7% +2%
YLE Radio 1 22% Factual
+16% 0%

YleX 10%
+16% -1%

YLE Radio Suomi 44% Culture +26% -2%

YLE Radio Vega 16% +26% -5%

Entertainment
+16% -1%
YLE Radio X3M 4%
2008 YLE Radio YLE TV
Special services* 4% 2007 YLE Radio YLE TV

*YLE Sámi Radio, YLE Radio Peili (from 1.1.2009
YLE Puhe), YLE Mondo, Yle Classic
News and current affairs programming, sports programming and factual programming include
programmes from these programming areas broadcast on all YLE television and radio channels.
Cultural programming includes YLE Culture, YLE Learning and Science, YLE Drama, and RSO production.
Entertainment programming includes programmes produced by YLE Entertainment, YLE Children
and Youth, and YLE Popular Music.
Swedish-language and regional programmes have been incorporated into different programming
areas according to content.
 3
1
PUBL I C SERV I C E Y L E
Mission
YLE exists in order to strengthen democ-
racy and Finnish culture. YLE safeguards the
future of wide-ranging Finnish electronic
media.
Vision
YLE wants to be the most significant pro-
ducer of electronic media content for Finns
and a bold pioneer in journalism and cul-
ture.
Values
Finnishness trustworthiness independ-
ence diversity respect for people.
YLE strategy 2008
YLE produces public service media contents to
enrich the lives of Finns. YLE is a trustworthy
and independent provider of a wide-ranging
and multicultural picture of the world. YLE
stands out in a world of multiform contents
with programmes and services that are based
on YLE values.
YLE tasks
YLE’s operation is defined in law. The company
shall be responsible for the provision of com-
prehensive television and radio programming
with the related additional and extra services
for all citizens under equal conditions. These
and other content services related to public
service may be provided in all telecommunica-
tions networks.
The public service programming shall in
particular:
1) support democracy and everyone’s oppor-
tunity to participate by providing a wide va-
riety of information, opinions and debates as
well as opportunities to interact;
2) produce, create and develop Finnish culture,
art and inspiring entertainment;
3) take educational and equality aspects into
consideration in the programmes, provide an
opportunity to learn and study, give focus on
programming for children, and offer devo-
tional programmes;
5
4) treat in its broadcasting Finnish-speaking
and Swedish-speaking citizens on equal
grounds and produce services in the Sámi,
Romany, and sign languages as well as, where
applicable, in the languages of other language
groups in the country;
5) support tolerance and multiculturalism and
provide programming for minority and special
groups;
6) promote cultural interaction and provide
programming directed abroad; and
7) broadcast official announcements, for which
further provisions shall be issued by decree,
and make provision for television and radio
broadcasting in exceptional circumstances.
Act on YLE:
yle.fi/fbc/thisisyle.shtml
 Broadcasting operation p. 6–7

1. Chief Conductor of the FRSO

Sakari Oramo
2. Främlingar 1808–2008
3. Kulttuurikuntoklinikka
4. 10 kirjaa lapsuudesta
5. Kuoroon!
6. Täällä Pohjantähden alla
7. Cranford
7

In the Nordic countries, the principal form of funding for
public service broadcasting companies is the television fee. In
Finland, it is the Government that decides on the television fee,
and the Government in Denmark, Norway and Sweden.
From the beginning of 2009, the Finnish television fee has
been 224.30 euro.
THE MOST VIEWERS AND LISTENERS
In 2008, YLE TV1 was the most popular television channel in Finland.
YLE’s total viewing share was 44.5%. YLE Radio Suomi also kept its
position as dominant market leader and YLE’s radio listening share
stood at 52 per cent. YLE accounted for 49 per cent of all viewing
and listening time.

Television fees in Europe in 2008 (EUR)

First performances and praise from abroad
Iceland 373
The latest Finnish music occupies pride of place in the repertoire of
Denmark 294 the FRSO, under Chief Conductor Sakari Oramo. Each year, the FRSO
Switzerland 281 gives first performances for many YLE commissions. The New York
Times chose the FRSO disc of Magnus Lindberg’s orchestral works as
Norway 278
the 2008 disc of the year. The recording has won international critical
Austria* 263,63 acclaim. Lindberg’s latest work will be given its first performance in
May 2009 in a live broadcast from Finlandia Hall.
Sweden 216

Finland 215,45

Germany 204,36

Great Britain 187 YLE reveals another Finland

The Toinen Suomi project run jointly by YLE Documentary Project and
Ireland 160
AVEK has spawned a book. Over six years, the project produced nine
Belgium/Wallonia 154,42 documentaries and two hundred people from Satakunta, Southern
Finland and Lapland attended training. The project was financed
France 116
mainly by the European Social Fund and the European Regional De-
Italy 106 velopment Fund. Funding also came from YLE and AVEK and the mu-
*total amount of tv and radio fee nicipalities, regional councils and Ministry of Education.
Echange rates in 2.1.2009
1
YLE AUDI EN C E S 2 0 0 8
YLE reaches practically all, i.e., 99% of
Finns with its programming.
93% of those that have followed YLE
programming are at least satisfied with it.
59% of Finns feel that YLE program-
ming gives them at least fairly good value
for their television fee.
Common experiences
In 2008, YLE reached in practice all Finns (99%)
with its television, radio and internet services.
The News reached Finns the best, since up to
71% of those aged sixteen and over followed
YLE news broadcasts daily. Other programme
areas with the best daily reach were regional
programming (34%), sports broadcasts (33%)
and television current affairs programmes
(28%). On a weekly basis, television current
affairs programming reached as many as
70% of the population. Factual programmes
and foreign drama also reached about 70%
of the population weekly. Entertainment pro-
grammes reached almost 60% and domestic
drama 50% of Finns. The reach of children’s
programmes at daily level is also considerable
in the population as a whole, but especially so
in families with children.
The programme that was viewed the most
during the year is familiar from previous years:
the Finnish President’s Independence Day re-
ception (YLE TV1) maintained its position and
reached 1.7 million viewers. The YLE News
broadcast during the reception reached 1.6
million viewers. Owing to growth in television
output, viewer numbers were slightly lower
than in previous years, as they were in other
most watched programmes. Traditionally, sport
occupies a central position among the most
viewed programmes: Ski jumping from Bischof-
shofen (MTV3) reached 1.3 million viewers,
and the World Ice Hockey Championships (YLE
TV2) reached as many as 1.2 million. Interna-
tional entertainment programme formats such
as the Eurovision Song Contest, Strictly Come
Dancing and Idols were also among the most
popular programmes of the year.
YLE TV1 became the most viewed televi-
sion channel and YLE accounted in total for
44.5% of all viewing. YLE Radio Suomi kept
its position as market leader and YLE’s radio
listening share remained at 52%. YLE’s share
of all viewing and listening time rose by one
percentage point to 49%.
Contented customers
YLE News reaches Finns and they also trust the
news. From one year to the next, YLE News
is the Finnish news source that they consider
the most trustworthy (grade 4.8/5). Satisfac-
tion with YLE’s various programme areas is
high, since 93% of Finns are at least satisfied
with them. They are also most satisfied with
news broadcasts (76% at least satisfied), but
over half of the population are at least satis-
fied also with sports, foreign drama, children’s
programmes, regional programmes, factual
content, domestic drama and current affairs
journalism on television.
In the autumn of 2008, Yle.fi had already
over a million weekly visitors. On the internet,
online public service services are appreciated
the most, according to Taloustutkimus Oy’s
2008 study of appreciation of online brands.
YLE Areena ranked as the ninth most esteemed
and YLE as the tenth out of 150 online brands
studied.
Over three in four Finns regard YLE’s public
service tasks as important or highly important.
At the same time, 59% considered that they
receive at least fairly good value for money for
the television fee.
The results are from YLE studies and
from Finnpanel Oy’s television meter survey
and KRT. The television meter survey is based
on a sample of a thousand households (about
2,200 people). The sample of the National
Radio Survey comprises over 18,000 people
from all over Finland each year.
 1. Have I got News for You YLE audiences p. 8–9
2. YleX Pop, Kaisaniemi
3. ja 4. Radio Kulmilla,
Vaasa Housing Fair

Share of TV viewing in 2000-2008 Satisfaction with YLE output as a whole

(all Finns aged over four) (tv, radio, new services) in 2008 (% population)
0 10 20 30 40 50 60 70 80 90 100
50 %
All 48 40 11 1
45 % 44,5 % YLE total

40 % Men 48 41 10 1

35 %
Women 46 40 12 1
30 %
25 % 23,5 % YLE TV1 15–29 y 48 39 13
22,7 % MTV3
20 %
17,3 % YLE TV2
30–44 y 49 35 15 1
15 % 16,9 % Others
9,9 % Channel
10 % Four Finland 45–59 y 45 42 11 2
6,0 % Subtv
5%
60+ y 48 44 6 1
0%
2000 2001 2002 2003 2004 2005 2006 2007 2008
Very satisfied and satisfied Rather satisfied
Finnpanel Oy - YLE Unsatisfied Don’t know Taloustutkimus Oy -YLE

Satisfaction with YLE programme output in 2008

YLE total 93 4 2
News 76 20 5
Sport 61 27 9 2
Factual 59 33 6 1

Regional 56 33 9 2
Foreign drama 54 31 14 1

Tv current affairs 52 40 7 1

Children and youth 52 29 14 5

Domestic drama 50 33 16 1
Entertainment 43 38 19 1
Swedish YLE (total) 41 38 15 6
FRSO concerts in the media 40 32 17 11
Learning and science 31 42 21 6
Culture 27 43 25 4
Popular culture 26 40 28 7
Popular music 19 46 27 7
Very satisified and satisfied Rather satisfied Unsatisfied Don’t know Taloustutkimus Oy - YLE

1
YLE PERSO N N E L
At the end of 2008, the company had
3,243 permanent employees, i.e., 35 fewer
than a year earlier.
The percentage of employees in pro-
gramme activity rose to 83%.
212 new permanent employment con-
tracts were concluded and 143 contracts
came to an end.
At the end of 2008, YLE had 35 employees
fewer than a year earlier. Since the start of the
millennium, the number of permanent em-
ployees has declined by a total of 738 (−21%).
As planned, the reductions in personnel have
focused in particular on support tasks, in which
there has been an over 80% reduction in the
present century. Almost 4% fewer people are
employed in programme activity than at the
start of the millennium.
2
Development targets
YLE’s strategic objective is to rank among
the ten best in Finland’s Great Place to Work
survey in 2010. In addition, it aims to be the
most sought-after, dynamic and competent
work organisation for media professionals.
The factors central to the objective are de-
fined as:
Openness of the discussion culture in
the work organisations, and their spirit of
collaboration.
The target for 2008 was for 60% of per-
sonnel to feel that the discussion culture was
open and that co-operation was effective.
The target was reached, since the result in
the 2008 TYKE survey was exactly 60%. The
target for 2009 was raised to 65%.
Equality of operating culture.
Experience of equality had clearly increased.
According to a job satisfaction survey, 70% of
women and 86% of men considered that men
and women were treated equally in their work
organisation.
Good salary equality prevails at YLE, and
woman account for 45% of all managerial
posts.
In 2008, a new equality plan for 2009–
2011 was drawn up.
Job rotation, i.e., moving from one job
to another, was incorporated into the strategy
in 2008.
Job rotation forms an essential part of ca-
reer advancement. During the year 270 people
changed their job inside the company.
 YLE personnel p. 10–11

1. Domestic drama
2. and 3. The Beijing
Olympic Games
4. Unna Junná
5. Thomas
6. Reporter Helena Mehtälä,
YLE Radio Keski-Pohjanmaa

The YLE employment contract structure in 2008

5

Employment contracts in force

until further notice 88%
Fixed-term contracts 12%

In 2008, the focus in training was on new media

skills and the customer relationship. Company-
level training and courses relating to the devel-
YLE personnel
opment of managerial work, management and Total permanent (number) and
time-paid personnel (man-years)
work culture have continued. System training
has been extensive throughout the company, 4500

in order to deal with new production systems

and the new web publishing tool introduced 4000

in News. The company has developed compe-

3500
tence not only through training but also by in-
creasing job rotation. Special tasks in the form
3000
of projects are also increasingly important for
developing expertise. 2500
2001 2002 2003 2004 2005 2006 2007 2008
Man-years Number

Time-paid personnel = permanent and fixed-term monthly

and hourly paid personnel.
N.B. The number describes the situation at the end of the year,
and the man-years the average during the year.
Programme operation year

3 4

1. Municipal elections,
YLE headquarters
2. Ulkolinja: Tietokoneiden hautausmaa
3. MOT: Totuus Patriasta
4. Tuomio
5. Correspondent Katri Makkonen
6. A-talk
7. Ajankohtainen kakkonen
8
8. Kuntavaalit K-18
9. Päiväntasaaja
 YLE Current Affairs p. 12–13

B AS IC JOUR NALIS M S KILLS

Kirsi Skön, reporter, A-studio, YLE Current Affairs.

Skön’s story about election funding sparked off the political
debate of the spring.

”The consequences of my story in May about election funding were really

unique for a rank-and-file reporter. I believe that the revelations that fol-
lowed the story speeded up legislative work on election funding. At any

K i rs i S k ö n rate, it is to be hoped that the debate will have an impact on the content of
the law and increase the openness/transparency of funding.
On the other hand, the story in itself was the very basic work of a re-
porter. In a current affairs department, reporters are encouraged to occa-
sionally jump off the daily news flow. We are in a position to look for and
discover new information. Or to return to what has already been covered
and observe how something is getting on today? If we don’t get answers,
we just have to ask the same questions again.
5 Our strength continues to be trustworthiness. Major news events draw
the audience specifically to YLE channels. Trust is generated by traditional
competence, basic journalism. It is ultimately quite simple. We have to
do our homework. We have to examine the facts thoroughly, and if they
cannot be ascertained, we prefer not to do the story.”

YLE by the far the most trusted

6 YLE has retained its position as Finland’s most trusted news source. YLE news sources account
for seven out of the ten most trusted ones, and Finns continue to regard YLE Television News as
the most trustworthy. YLE’s key strengths lay in the availability of news in several media, besides
offering viewpoints, accurate information and objectivity. YLE produces news for television,
radio, the net and mobile phones. These data are based on material gathered in November
2008 by TNS Gallup.

7
News in Plain Finnish – a unique service
Pertti Seppä, producer of News in Plain Finnish for several YLE channels, received the Plain
Language of the Year recognition from the Plain Language Centre. Seppä has developed jour-
nalistic, spoken Plain Finnish. Plain language helps the elderly and immigrants studying Finnish
to keep abreast of news events. It is estimated that there as many as 350,000 users of plain lan-
guage services in Finland. YLE also produces news in sign language, Sámi, Russian and English.
Programme operation year

1. Mimi ja Kuku
2. Naamiohuvit tanssien
3. Musta Orfeus
4. Summeri
5. Lukunakki
7
6. Musiikki-tv
7. Popkult
8. Ursäkta Birgitta
 YLE Children and Youth p. 14–15

S AFE E XC IT E ME NT

Rami Saarijärvi, reporter-presenter, YLE Children and Youth.

Saarijärvi also writes scripts for and directs children’s programmes.

”The important thing is doing – play – with the children. Children’s Hour is
audiovisual play that also teaches media literacy and a critical approach. We
presenters are the children’s television friends, who watch the programmes
together with them.
The child is what is most important in children’s programmes. Children
R ami i
S a a ri jä r v are individuals, personalities of their own and also very different between
themselves. That is why we think very carefully what and how we commu-
nicate in children’s programmes .
There is no violence or banging in our children’s programmes. Security
comes from the permanence of the programmes, familiar broadcasting
times and presenters. The presenters examine subjects in depth and pass
on the feedback from children to other viewers.
The programmes on Children’s Hour can be exciting, but the pro-
4
grammes examine scary things thoroughly and help children to dissect
them. An ambitious children’s programme that has aims is far from just
passive enjoyment.
5 The Children’s Hours on weekday mornings launched in January have
been warmly received. Presence in homes in the mornings has brought us
even more responsibility, but all we can do is support the task of upbringing
of close adults, never be a substitute for it.”

Listening to the voice of the young

To start the summer, YleX organised the traditional free YleX pop concert in the Kaisaniemi dis-
trict of Helsinki. The concert not only boasted top performers but also launched Finland’s big-
gest sex education campaign replete with Summer Condom hits. In the autumn, YleX focused
on the municipal elections by looking for young municipal election candidates around Finland
and by investigating young people’s issues in its [their] own election machine. YLE TV1 for its
part provided the Nuorten ääni (Young People’s Voice) network with a studio and resources to
make the Municipal Elections K18 programme.

6
Partnerships in good causes
Each year, the Ylen Hyvä Foundation’s Red Nose Day gathers funds to help children and women
in developing countries. Ykkösen Aamu-TV took part for the twelfth time in The Christmas
Spirit Campaign to help raise funds for disadvantaged Finnish families and their children. The
Finnish Red Cross, the Mannerheim League for Child Welfare, UNICEF Finland and Finn Church
Aid are some of the partners involved in these campaigns. The fund-raisings raised a total of
over two million euro in 2008.
Programme operation year
3

8
7
1. The Beijing Olympic Games
2. Puhelinlangat laulaa
3. Hitmen
4. Kuudes aisti
5. Tartu Mikkiin
6. Sirkus
7. HBO: Flight of the Conchords
8. Kaikki Puumalan puolesta
 YLE Production p. 16–17

FE E LING AND FOR C E IN B eijing

Sacha Lagrilliere, media operator, YLE Production.

The Beijing Olympic Games were the fifth Olympics in the
YLE team for Lagrilliere.

”I am no fanatical sports fan, but at the Olympic Games the visual and chal-
lenging aspect of the events are my passion. The television screen conveys
moments in slow motion, feelings, surprises, big reactions. The Olympics
S ach
a L a g r illi e r e
are drama on the field and in the comfort of people’s homes – a drop of
perspiration on the skin, a tear in the corner of the eye. The visual narrative
gives the viewer an opportunity to empathise.
The diversity and tempo of implementation interest viewers and chal-
lenge us makers. The directors require creative solutions at speed and we
stretch ourselves to achieve them. That breeds professional trust. After
work, I can’t necessarily even say who won. You have to be so acutely sensi-
tive and awake to ensure that the Games are conveyed to people’s homes.
The international video signal was broadcast to hundreds of millions
of viewers. At the same time, the domestic team worked on the national
5 broadcast, showing events important to Finns, such as Satu Mäkelä-Num-
mela’s gold medal shooting. Owing to the time difference, the best bits
were put together for viewers in the daytime broadcasts from Pasila. In
addition, all the material was produced for the archives, all told some ten
hours a day.
In big projects like these, co-operation has to run seamlessly: the team
works like a highly trained sports team.”

Ovations from the Olympics

6 For two decades now, YLE has been in charge of the international televising of athletics from
the Olympics. In Beijing, the YLE Sport team also bore principal responsibility for worldwide
television broadcasts of the opening and closing ceremonies. Tapani Parm and Kalevi Uusivuori,
who were responsible for direction, received a special mention for their work in Beijing from
the International Olympic Committee. Reporters Kaj Kunnas, Leif Lampenius and Tapio Suom-
inen received medals from the Finnish Olympic Committee for their long-standing work in the
Olympic movement.

High definition
High definition (HD) productions are being piloted and developed continuously. YLE engaged
in co-operation with commercial distributors to relay the Beijing Olympic Games to HD re-
ceivers. The pilot attracted very positive feedback from everyone involved in distribution. In
October, YLE FST5 also broadcast the drama series Främlingar in an HD pilot on the internet.
YLE’s own drama is already all made in HD.
Programme operation year

3
4

1. Domestic drama: Ylikävely

2. Foreign drama: Downfall
3. Oliver Twist
4. Kotikatu
5. Tyttöjen ilta
6. Lights in the Dusk
7. Syyttömänä tuomittu
 YLE Drama p. 18–19

LAUGHT E R IN T HE C OR NE R
OF A HOS P ITAL

Johanna Hartikainen, scriptwriter, Our Street, YLE Drama.

Hartikainen has also written the drama series Harvoin tarjolla, Ylikävely,
Tahdon asia and Onni von Sopanen.

”Drama is a way of getting close to phenomena without moralising. Drama

is not an educational programme. That’s why it’s important.
J oh e n
a nn a Hart ik a i n My themes can be tough: the treatment of children, intoxicants, intoler-
ance. Nonetheless the style and approach bring diversity to the tales. There
is no need to be miserable, skirt round the truth or prettify things. I look at
people and life as they are.
The audience for Monday’s Kotikatsomo has the weekend behind it and
the weekday grind has begun. It is then that tales and the people in the

5 tales come round, some of them for a single drama film, others for weeks
on end. Life can be mirrored through the tales of drama – in one’s own
living room.
Through drama, people can, say, end up face to face with their fears.
That’s why it is good for the treatment of even a serious topic to include a
humorous angle, if only a little. It helps them to pluck up the courage to
look. By empathising and experiencing things together, you can take fright
with a laugh or laugh with fright. Cry if you feel like it. Or laugh on the way
to the hospital.”

6
Culture for all
The idea of a cultural “keep-fit” clinic programme spawned a national keep-fit campaign to
encourage Finns to take up culture. YLE campaigned with the Finnish Cultural Foundation and
Svenska Kulturfondet, and now 320 culture providers have joined already. The employers and
organisations that have joined the campaign represent nearly 430,000 Finns.

Short story films with their finger on the pulse

YLE invests in domestic drama and provides young film-makers with the chance to work. A
joint project by YLE TV1 and the Finnish Film Foundation has already produced award-winning
short story films, and a third round of script applications is underway. YLE is keen to treat the
Kotikatsomo audience to bold and challenging tales of Finland and its people.
Programme operation year
4

3
2

1. Wildlife documentaries
2. Islamin vieraana
3. Prisma: Kuuden miljardin dollarin koe 6
4. Viisi kulmaa kosmologiaan
5. Krökta rummet
6. Palaun kadonnut heimo
7. Uutismixi
 YLE Learning and Science p. 20–21

T R ANS LAT ING S C IE NC E

Marjo T. Nurminen, science reporter, YLE Learning and Science.

In 2008, Nurminen took the Tieto-Finlandia Award for
her work Tiedon tyttäret.

”Science does not constitute any detached reality but it also has an impact
all the time in our daily lives. The everyday technical devices that we use are
the result of scientific research. When we fall ill, we become the object of
n
M ar
jo T. Nurm in e scientific research. We science reporters try to make the sciences and their
results understandable to laymen: how the world around us works and
what we ought to understand about it.
The work of a science reporter is extremely interesting, challenging and
responsible. The information provided by the media is for many the only
way to keep abreast of the sciences. It is not a matter of indifference what
and how the sciences and their results are reported. At its best, a science
programme based on thorough background work can at its best also be
entertaining without however being entertainment; sensationalism has no
place in good science journalism.
A science reporter is a kind of translator between science professionals
and laymen, and his most important characteristic is curiosity towards the
various phenomena of the world. At its best, the reporter’s enthusiasm also
rubs off on the viewer and listener.”

The cream of information society applications

Produced by YLE and partners, Tieteen nettiopas (Online Science Guide) received an award at
World Summit Award Finland 2008, which looked for the best Finnish information society appli-
cations. The jury praised the guide for its exemplary, multimedia features. The Guide forms part
of the YLE Science content guide. The Elämä pelissä site and Operaatio Hurrikaani also received
5 awards. The Finnish winners were announced at the MindTrek event in Tampere in October.

Programme subtitling matters

YLE already subtitles about seventy per cent of all its programmes. Subtitling of domestic
programming will rise to 35 per cent when the subtitling of the weekly broadcasts of Ajan-
kohtainen kakkonen and A-studio begins. In response to audience requests, YLE also subtitled
the Finnish eliminations for this year’s Eurovision. The subtitling audio service for the visually
impaired, previously available only on YLE TV1, is now also provided on YLE TV2, YLE Teema
and YLE FST5.
 3
Programme operation year 4

1. Estradilla: Ami Aspelund 7

2. Sirkus Papukaija
3. Nousevan auringon talo
4. Domestic drama
5. Tribute concert to
Tapio Rautavaara
6. Suomi vuonna 2030
7. Miten minusta tuli minä
8. Levengood Suomesta
 YLE Fiction p. 22–23

ARTISTS IN MAJOR AND MINOR

Benny Törnroos, reporter, YLE Fiction.

Törnroos is also a popular presenter, singer and music-maker.

”I have been making music programmes for over thirty years now. I started
artist documentaries with one about George de Godzinsky and no end to
these stories is in sight.
At best, music programmes and documentaries are the history of pop-
Be n
ny Törn roo s ular culture, and good entertainment. They are also a mark of respect to
old hands with long careers to their credit.
Musical portraits focus on what musicians have meant to their listeners
and Finnish musical life. At the same time, they bring a breath from the
world of bygone decades.
The visual and audio construction of a documentary calls not only for
5
interviews but also for us to delve into the archives. Programme recordings
and tape archives are an inexhaustible source of information and moods.
As technology has developed, recording has been transformed, but history
is preserved – for new generations to study and interpret.
Nowhere else than at YLE has the history of popular music been re-
corded so extensively in both Finnish and Swedish. Carola, Cumulus or
Ami Aspelund are also familiar to the general public, but the Finnish en-
tertainment composer most recorded in the world, Einar Swan, may be an
unfamiliar name to many. His story also has to be told.”

Peili is now all talk

Celebrating its tenth anniversary in October, YLE Radio Peili changed its name to YLE Puhe and
went almost nationwide. The country’s only music-free channel gathers most of its program-
ming from the talk programmes and archive programmes of YLE radio and television channels.
The channel also has its own daily broadcasts.
6

YLE heads for the Tango Festival

Seinäjoki Tango Festival and YLE TV2 concluded a programme co-operation agreement. Col-
laboration with YLE is expected to generate new opportunities and expertise for developing
the tango song competition and other programme of the event. YLE Radio Suomi and the
regional radio channels are making a new kind of contribution to the implementation of the
competition’s qualifying tour. YLE TV2 televises the great event and produces other programme
recordings from the Tango Festival.
 1

Y L E Channels and services

Profiles and output

Total hours of YLE tv broadcasts

Cable network switched to the digital broadcasts on 1st March, 2008.
Change from 2007
Broadcast hours per year 19 866 +148 hours 0.7%
New domestic broadcasts 4 698 –308 hours –6.2%
Level of domestic content 45% –5.6 %-units
Level of European content 87% –0.8 %-untis
Share of independent programme producers* 21% –0.3 %-untis

*new domestic programmes, excl. news and sport

YLE TV1 YLE TV2

The main YLE news channel, with a considerable share of current
affairs and factual programming. The channel keeps viewers up to
date and participates in public debate also with powerful drama.
The focus in entertainment is on political satire. Experiences and
insights for the adult audience.
The main channel for children, families, leisure and events sport.
Strong drama and entertainment output, musical entertainment as
a speciality. The focus in current affairs and factual programmes
is on the citizen’s viewpoint, and Finnish and regional angles. In
international programming, the focus in on the broad range of the
programmes’ countries of origin.

YLE TV1 programme output in 2008
Factual 24%
Culture 2%
Learning and science 3%
Domestic fiction 2%
Broadcast hours per year* 6326
YLE TV2 programme output in 2008
Current affairs 21% Culture 1% Factual 15%
Domestic fiction 2%
Domestic feature films 3% Current affairs 3%
Foreign fiction 15%
News 8%
News 8%
Foreign feature films 3%
Sport 1%
Entertainment 4%
Foreign feature films 3% Entertainment 13% Sport 16%
Foreign fiction 30%
Children 19%
Change from 2007 +13% Broadcast hours per year* 6220 Change from 2007 +24%

YLE FST5 YLE Teema

The main channel for the Swedish-speaking audience, with a dis-
tinctive profile of Swedish-language content from Finland, and
Nordic content. The channel offers its viewers all the genres of tel-
evision programming. All programmes apart from the news and
children’s programmes are subtitled in Finnish.
A culture channel offering films, history documentaries, science
and learning programmes. Programming is arranged in thematic
packages. The multifaceted cultural programming extends from
performing art to popular culture documentaries. The channel lis-
tens to its viewers and broadcasts repeat requests and gems from
the television archive.

YLE FST5 programme output in 2008
Factual 28%
Culture 3%
Learning and science 7%
Domestic fiction 1%
Foreign fiction 10%
Foreign feature films 3%
Entertainment 6%
Broadcast hours per year* 3104
YLE Teema programme output in 2008
Culture 19%
Current Affairs 7%
Factual 20%
News 8% Learning and science 23%
Children 1%
Popular culture 2%
Sport 13% Domestic fiction 1%
Entertainment 7%
Domestic feature films 1%
Foreign fiction 14%
Children 15% Foreign feature films 11%
Change from 2007 +8% Broadcast hours per year 4216 Change from 2007 +5%
 YLE Channels and services p. 24–25

Share of daily television viewing in 2008

(all Finns aged over 4)
YLE total 44.5%
2 YLE TV2 17.3%
YLE TV1 23.5%
YLE Teema 2.1%
YLE FST5 1.6%

MTV3 22.7%
Others 14.4%

Channel Four Subtv 6.0%

Finland 9.9 % JIM 2.6%

Daily viewing time total 2 h 57 min

TV Audience Measurement: Finnpanel Oy - YLE

Share of daily radio listening in 2008

3 (all Finns aged over 9)
YLE total 52%
1. Kahden keikka YleX 5%
YLE Radio Suomi 37%
2. Sheriffi McGee
YLE Radio 1 8%
3. Epäkorrektia,
Tuomas Enbuske! YLE Swedish-language &
other channels 1%
Radio Nova 11% Other commercial total* 12%
The Voice* 3%
NRJ* 3% Radio Rock* 5%
SuomiPOP* 5% SBS Iskelmä* 8%
Radio Aalto* 2%
*not available nationwide
Daily listening time 3 h 15 min
KRT - National Radio Survey

Total hours of YLE radio broadcasts

Change from 2007
National broadcasts 41 039 +0.5%
First broadcasts 90% +2 %-units
Share of music 53% -
Regional broadcasts 45 356 –4.4%
Special services*, hours 28 594 +0.3%
Broadcasts abroad, hours 37 684 +1.9%

*Special services: YLE Radio Peili, YLE Sámi Radio, YLE Mondo, YLE Classic.
Radio broadcasts available as simulcasts on the internet (except YLE Mondo).

YLE Radio 1 YLE YleX

The radio channel for culture, art and factual talk. Musical fare
extends from classical and religious to jazz and world music. YLE
Radio 1’s basic fare also includes Radio Theatre and concerts by the
Finnish Radio Symphony Orchestra.
Popular culture media for the mobile audience on radio, the internet
and mobile phones. Targeted at the young and at young adults,
YleX introduces the audience to the latest popular music and high-
lights phenomena. The radio broadcast flow is interspersed with
special music programmes, comedy, and profiled news. Events,
theme weeks and campaigns are an essential feature of YleX.

YLE Radio 1 programme output in 2008 YleX programme output in 2008

Documentaries 2% Learning and science 4%
Drama 2% Factual 7% Popular culture 34% Culture 1%
Culture 11% Current affairs 5% Factual 2%
News 7% Current affairs 4%
Classical music 56%
Religious programmes 3% News 4%
Children 1% Music entertainment 32%
Popular culture 2%
Other entertainment 23%

Share of music 54% Change from 2007 0% Share of music 60% Change from 2007 0%
 3

2
1

1. Eurotanssit 2008
2. Simosas Stiftelse
3. Balanssi

YLE Radio Suomi YLE Radio Peili*

The regional and national news, current affairs and service channel,
also focusing on sport, popular music and contact broadcasts. The
channel fosters national solidarity through, among others, events
broadcasts. YLE Radio Suomi is the channel for hits, nostalgic pop
and tuneful adult rock.
A talk channel carrying news and current affairs programmes and
other factual programming from YLE radio and television channels.
YLE Radio Peili is a partly national channel and can also be heard
online and on digital television.
*YLE Puhe from 1.1.2009

YLE Radio Suomi programme output in 2008 YLE Radio Peili programme output in 2008
Regional 22%
Current affairs 6% Current affairs 26%
Factual 4%
Factual 35%
Culture1% News 11%
News 10%
Sport 9%
Populärkultur 1%
Sport 2%

Popular culture 12% Other entertainment 19% Learning and science 6% Culture 19%
Music entertainment 17%

Share of music 45% Change from 2007 0% Share of music 0%

YLE Radio Vega YLE Radio Extrem

The radio channel for adult Finnish-speakers, with a strong presence
in Swedish-speaking areas. News, current affairs programmes and
societal programmes form the core of its output. Eclectic cultural
and musical output and active contact with listeners are among the
channel’s hallmarks.
The Swedish-language multimedia channel for young audiences with
news, current affairs, entertainment, new popular music and special
music programmes. YLE Radio Extrem produces Swedish Finland’s lar-
gest web community, x3m.yle.fi.

YLE Radio Vega programme output in 2008* YLE Radio Extrem programme output in 2008
Current affairs 19% Factual 8%
Classical music 2%
Factual 13%
News 15% Current affairs 26%
Religious programmes 2%
News 2%
Culture 6% Entertainment 36% Sport 2%
Classical music 7% Entertainment 8%
Learning and science 1% Popular culture 26%
Children 1% Sport 2%
Popular culture 26%

Share of music 43% Change from 2007 +2% Share of music 61% Change from 2007 -1%-unit
(*) Night classic not included (2220 h).
 YLE Channels and services p. 26–27

YLE regional broadcasts

YLE has twenty Finnish-language and five
Swedish-language regional radio channels,
broadcast on the frequencies of YLE Radio
Suomi and YLE Radio Vega. YLE Sámi Radio
broadcasts programmes in the Northern, Inari
and Koltta dialects of Sámi, and television
news in collaboration with the Swedish and
Norwegian broadcasting companies.
In the autumn of 2008, all the regional 1
radio channels have also been accessible live
via the internet. 2
Regional television news cover all of Fin-
land and are broadcast from eight different
regions on YLE TV2 on weekday evenings and 3 4
as a compilation the following morning.
In the summer, the regional radio channels 5
8 7
joined forces with the national channel to
6 10
produce a midday broadcast called Suomen
9
radio. The broadcast consisted of national 11
12 15 16
and regional sections and was presented 14 17
from Helsinki. During the Peking Olympics, 13 18
19
20
YLE Radio Suomi was the Olympics radio
channel.
In the course of 2008, the editorial system
was reformed and standardised and a new
internet contents production system was in-
augurated in regional radio. YLE´s regional
news pages were revamped as part of the
YLE News site.
Proximity and presence,
also on the net
Marita Porrassalmi, Head of Department at YLE Regions

”Our objective is to make YLE Internet regionally strong and to turn the
internet into a third medium alongside radio and television, in local output,
too. The radio channels’ web pages are being turned into the regions’ web
pages.
I believe that this will enable us to reach new audiences, even those that
do not necessarily listen to radio from their region, but who are interested
in local life, issues and connections. We will also be putting more content
created by users on the internet.
I believe that the strength and unique regional reach of the YLE news
Ma mi
rita Porr a ss a l machine will be shown on the net in a quite new way. Presence where
people are is important.”
1

YLE New Serv ices

YLE Areena and YLE are the most re-
spected online media brands in Finland
YLE Areena and YLE Living Archive
ranked alongside YouTube as the most re-
spected internet television services in Finland.
The record for the number of visitors
to Yle.fi was 1.4 million different visitors a
week during the municipal elections.
YLE seeks through its internet services to pro-
mote strategic projects, to foster online activi-
ties and to develop multimediality.
During the year, co-operation between
internet services and content production in-
creased both in children’s output and popular
culture. The YLE news site and the online
sports service concept were completely re-
vamped. Health and wellbeing themes were
brought together to form the Olotila pages,
and the Cultural Condition package and test
were most important of the new culture
projects. The popular useful services Opettaja-
tv, for teachers, and Abitreenit, for students,
were given a new look and structure.
The output of YLE Areena and YLE Living Ar-
chive was expanded. For example, the regional
radio channels can now be heard on Areena all
over the world. The number of visitors to Living
Archive is still rising briskly, with the number
per week having risen by over thirty per cent
in a year . In the autumn, YLE opened its own
special effects archives, where users can down-
load sound effects for their own use.
Yle.mobi gathered all-time user records,
with over 200,000 visitors in August. YleX
opened its own mobile service, and the wealth
of video and audio contents make the service
unique in Finland.
Studies show that people value public
service internet services. YLE Teletext is still
the most respected and used teletext service
in Finland.

The most esteemed webmediabrands The most popular internet media services in Finland
(August-December 2008, different visitors per week)
YLE Areena
2 000 000
YLE
1 800 000
HS.fi Iltalehti
1 600 000 Iltasanomat
MTV3
1 400 000 MTV3
MBnet
1 200 000 HS
Ilta-Sanomat 1 000 000
YLE
Municipal Independence
Iltalehti 800 000
Kauhajoki elections Day Gala
Beijing Olympic shooting incident
Kauppalehti 600 000
Games

Kaleva.plus 400 000

Taloussanomat 200 000
0
31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 vk
Source: Taloustutkimus Oy
Lähde: TNS Gallup/TNS Metrix
 YLE Channels and services p. 28–29

YLE Areena paves the way on the net

Finland’s biggest online television and radio service, also on mobile phones, is YLE
Areena. Users can choose from nine radio channels, twenty regional radio channels,
television programmes and podcasts. There is also an extensive package of teletext
news, weather and sports news. YLE’s online contents can be accessed openly and
developed by individuals, businesses and organisations. Contents are now provided
in easy-to-find packages: News and Facts, Everyday Life and Family, Entertainment,
Young People, Children, and Television and Radio. The News and Sport pages have
already been revamped in 2008, and Regional Services are next in 2009.

A shower of accolades
In the industry’s most important competition, Grand One, YLE New Services were
awarded the main prize. YLE was praised for having exerted a significant influence
on changes in the digital media and media use. The competition awarded separate
prizes for yle.fi’s info design and YLE Areena as a service. In its two years of opera-
tion, the team of makers from Living Archives has won thirteen different awards,
1. and 2. YLE New Services including the State Award for Public Information.

The most popular internet services in Finland in autumn 2008

(average hits per week in weeks 36-52)

Iltalehti 1 610 000

Iltasanomat 1 543 000

mtv3.fi 1 387 000

Suomi24 1 148 000

MSN Messenger 1 091 000

hs.fi 1 085 000

yle.fi 1 081 000

msn.fi 938 000

IRC-galleria 865 000

Eniro.fi 606 000

TNS Metrix: TNS Gallup – YLE

YLE A reena doubles

its audience
Producer Paavo Rytsä, YLE New Services, YLE Areena

”Young people have discovered series such as H20 and 6teen, that were
originally shown on television and are running as net repeats on YLE
Areena. From time to time, viewers get excited en masse about some drama
P aav o Rytsä series like Reinikainen or Coronation Street. During major sports events and
elections, the number of visits also clearly rises. YLE Areena doubled the
number of its visitors in a year and its popularity shows no signs of waning.
More than 600,000 users a month cannot be wrong.”
YLE Ad m inistration
YLE Administrative Council and Board of Directors in 2008
Yleisradio Oy’s administrative organs are, in
accordance with the Act on Yleisradio Oy, the
Administrative Council, the Board of Direc-
tors, and the Director General, who acts as the
Managing Director.
YLE Administrative Council
YLE’s supreme decision-making organ is the
21-member Administrative Council.
The members of the Administrative Council
are elected by Parliament during the first ses-
sion of its term. The members of the Adminis-
trative Council are to comprise people familiar
with science, art, educational work and busi-
ness and economic life, and who represent dif-
ferent social and language groups. In addition
to the members appointed by Parliament, two
representatives appointed by the company’s
personnel are entitled to attend and exercise
the right to be heard at meetings of the Ad-
ministrative Council.
In 2008 it was the task of the
Administrative Council to:
- elect and release the company’s Board of
Directors and the Chairman of the Board of
Directors
- make decisions on matters relating to an
appreciable reduction in, or expansion of, the
operation or to a fundamental change to the
company’s organisation
- ensure and monitor that the tasks according
to the public service programme operation
are carried out
- give Parliament every other year, after
having heard the Sámi Parliament on the
matter, a report on the implementation of
public service covering two years
- decide on the outlines of the company’s
finances and operation
- inspect and approve the Annual Report of
the Board of Directors
- monitor the administration of the company
and give the Annual General Meeting of
shareholders its statement on the final ac-
counts and auditors’ report.
- consider other matters presented to it by
the Board of Directors.
Members of the Administra-
tive Council 2008
Mr Kimmo Sasi, MP (Coalition Party),
Chairman
Mr Antti Kaikkonen, MP (Centre Party),
Deputy Chairman
Mr Mikko Alatalo, MP (Centre Party)
Ms Sirpa Asko-Seljavaara, MP
(Coalition Party)
Mr Risto Autio, MP (Centre Party)
Ms Maria Guzenina-Richardson, MP
(Social Democratic Party)
Ms Anne Kalmari, MP (Centre Party)
Mr Ilkka Kantola, MP
(Social Democratic Party)
Ms Elsi Katainen, MP (Centre Party)
Ms Päivi Lipponen, MP
( Social Democratic Party)
Mr Tapani Mäkinen, MP (Coalition Party)
Ms Mikaela Nylander, MP
(Swedish People’s Party)
Mr Erkki Pulliainen, MP (Green League)
Mr Lyly Rajala, MP (Coalition Party)
Mr Tommy Tabermann, MP

(Social Democratic Party)
Mr Esko-Juhani Tennilä, MP (Left Alliance)
Mr Pentti Tiusanen, MP (Left Alliance)
Ms Tuulikki Ukkola, MP (Coalition Party)
Ms Mirja Vehkaperä, MP (Centre Party)
Ms Pia Viitanen, MP
(Social Democratic Party)
Mr Ilkka Viljanen, MP (Coalition Party)
Personnel representatives
Mr Jukka Kuusinen, assistant
Ms Riitta Väkeväinen, journalist
Secretary to the Administrative Council,
Katri Olmo, Head of Legal Affairs
YLE Board of Directors
The Administrative Council elects members of
the Board of Directors.The Board of Directors
comprises a minimum of five and a maximum
of eight members, who shall not be members
of the Administrative Council nor belong to
the company’s other senior management.
The company’s Board of Directors should
represent sufficiently diverse expertise and
both language groups.
YLE Administration p. 30–31
1. Members of the YLE Board of Directors:
Katri Olmo (Secretary to the YLE Board of Directors),
Raija-Sinikka Rantala, Kari Neilimo, Jouni Backman,
Raino Hurme, Maria Kaisa Aula ja Juhani Pekkala.
2. Mining Councellor, Professor Kari Neilimo,
Chairman of the Board of Directors from 23.9.2008
The tasks of the Board of Directors were, Ms Maria Kaisa Aula, Child Ombudsman
inter alia, to Mr Jouni Backman, Executive Advisor
- elect and release the company’s Managing Ms Gunvor Kronman, Director
Director and to confirm his salary as well as Mr Tuomo Raasio, Senior Partner, LL.M.
other terms relating to the post; the Managing Ms Raija-Sinikka Rantala, Theatre Director
Director shall not be a member of the Admin- Personnel representative Mr Raino Hurme,
istrative Council or of the Board of Directors Journalist
- elect the company’s other senior manage- Secretary to the Board of Directors,
ment as well as to confirm their salary and Katri Olmo, Head of Legal Affairs
other conditions relating to their posts
- decide the next year’s budget Auditors
- convene the Annual General Meeting of Mr Eero Suomela, Authorised Public Ac-
shareholders and prepare its agenda and countant, PricewaterhouseCoopers Oy, KHT,
- give the Finnish Communications Regulatory responsible Mr Jari Häkkinen, Authorised
Authority annually a report on the company’s Public Accountant
operation.
Members of the Board
of Directors
Mr Hannu Olkinuora, Managing Director,
Chairman (until 15.8.2008)
Mr Kari Neilimo, Mining Counsellor,
Professor, Chairman (from 23.9.2008)
Mr Juhani Pekkala, Managing Director
(from 4.11.2008)
YLE Ad m inistration
The YLE organisation in 2008
The YLE organisation is based on the public
service content tasks.
Programme production has been
organised into four programming areas.
Radio and television programmes and in-
ternet output are produced mainly in the
departments of the programme areas.
The task of the channels is to order
and compile programming. The channel
organization is lightweight.
All programme production support
tasks have been concentrated in service
units and company matrices that operate
at company level.
The management group works in a
content- and customer-oriented way.
YLE Management 2008
Management group
Director General Mikael Jungner
Director of Programme Area
Olli-Pekka Heinonen
Director of Programme Area
Atte Jääskeläinen
Director of Programme Area Ville Vílén
Director of Programme Area YLE News, Executive Editor-in-Chief
Annika Nyberg Frankenhaeuser
Director of Strategy and Development
Ismo Silvo
Director of Corporate Finance
Marja-Riitta Kaivonen
Director of Communications and Marketing Heads of Department:
Päivi Nummi-Aho
Director of Technology Jorma Laiho
Director of YLE HR Liisa Ojala-Walker
Secretary to the management group:
Head of Legal Affairs Katri Olmo
Programme areas
Fact and Culture YLE
Director of Programme Area
Olli-Pekka Heinonen
Heads of Department:
YLE Current Affairs Programmes (TV),
Jyrki Richt
YLE Factual, Minna-Mari Parkkinen
YLE Drama, Pekka Ruohoranta
YLE Culture, Airi Vilhunen
YLE Learning and Science, Tapio Kujala
YLE Radio Symphony Orchestra,
Tuula Sarotie
YLE24
Director of Programme Area
Atte Jääskeläinen
Heads of Department:
Atte Jääskeläinen
YLE Sport, Kari Mänty
YLE Regions, Marja Keskitalo
YLE Vision
Director of Programme Area Ville Vilén
YLE Children and Youth, Teija Rantala
YLE Entertainment, Tuire Lindström
YLE Popular Music, Pekka Laine
YLE New Services, Jari Lahti
Swedish YLE
Director of Programme Area
Annika Nyberg Frankenhaeuser
Heads of Department:
YLE Factual, Jens Berg
YLE Fiction, Liselott Forsman
YLE News and Sport, Mika Kosunen
YLE Youth, Micaela Röman
Channels and services
YLE Television
Director of Programme Area
Olli-Pekka Heinonen
Head of Programming Ingegerd Pesonen
Channel Controllers:
YLE TV1, Channel Controller
Riitta Pihlajamäki
YLE TV2, Channel Controller Ilkka Saari
YLE Teema, Channel Controller
Ulla Martikainen-Florath
 YLE Administration p. 32–33
YLE management group from left to right: Ville Vilén, Marja-Riitta Kaivonen,
Atte Jääskeläinen, Päivi Nummi-Aho, Olli-Pekka Heinonen, Annika Nyberg Frankenhaeuser,
Mikael Jungner, Katri Olmo (Secretary to the management group), Liisa Ojala-Walker,
Jorma Laiho, Ismo Silvo.

YLE Programming Centre, Mika Lavonen Properties and Maintenance

YLE Archive and Information Services, Kari Haapamäki
Katri Vänttinen YLE Legal Affairs, Head of Legal Affairs
YLE Co-productions, Erkki Astala Katri Olmo
YLE International Programme Acquisitions, YLE Security, Head of Security Asko Inkilä
Tarmo Kivikallio (until 31.5.2008)
YLE Import, Eeva-Kaisa Nojonen Head of Security Simo Alho (from 1.6.2008)
YLE Export, Maija Hupli YLE Technology, Director of Technology
Jorma Laiho
Corporate matrices YLE HR, Director of HR Liisa Ojala-Walker
YLE Financial Affairs, Director of Financial YLE Communications and Marketing,
Affairs Marja-Riitta Kaivonen Director of Communications and
YLE Properties and Maintenance, Head of Marketing Päivi Nummi-Aho

Administrative
Council
YLE Radio Board of Directors
Director of Programme Area
Director general
Atte Jääskeläinen
Strategic planning
Channel Controllers:
YLE Radio 1, Heikki Peltonen
FACT AND
Programme areas

YLE24 YLE vISION SWEDISH YLE

YLE Radio Suomi, Marja Keskitalo CULTURE YLE
YLE Current YLE News YLE Children and YLE News and
YleX, Minna Peltomäki (until 28.2.2008) Affairs (TV) Youth sport
YLE Sport
Satu Keto-Kantele (from 1.6.2008) YLE Factual YLE Regions YLE Entertainment YLE Factual
YLE Culture YLE Popular music YLE Fiction
YLE Radio Peili (from 1.1.2009 YLE Puhe),
YLE Learning and YLE Youth
broadcasts abroad, Heikki Vuohelainen Science
YLE Drama
YLE FRSO
YLE New Services
coordination

Head of New Services Jari Lahti Tv-programme News and sports Radio and new Swedish-language
coordination coordination services services
Service

(yle.fi, YLE Areena, Elävä arkisto ( The Living

coordination coordianation
Archive), Teletext, podcast and mobile
services) YLE TV1 YLE Radio 1 YLE FST5
Channels and

YLE TV2 - Yle Classic YLE Radio Vega

services

YLE Teema YleX YLE Radio Extrem

Swedish YLE yle.fi YLE New media
Director of Programme Area Mobiili
YLE Teletext
Annika Nyberg Frankenhaeuser
Head of Programming Gunilla Ohls
YLE Production
operation services

Channel Controllers:
YLE Programme Transmission Centre
YLE FST5, Mary Gestrin
Programme

YLE Archives and Information Services

YLE Radio Vega, Kerstin Häggblom
YLE Co-productions | YLE International Acquisitions | YLE Import | YLE Export
YLE Radio Extrem, Micaela Röman
YLE Swedish-language new services,
Company matrices

YLE Financial Affairs | YLE Propertis and Maintenance

Jenny Stenberg
YLE Legal Affairs | YLE Security
YLE Technology
Heads of programme
YLE HR
production service units
YLE Communications and Marketing
YLE Production, Olli Lehtisalo
 2
1

I nternational Awards
80. Academy Awards, Hollywood The Elgar Society, Great Britain Guldbagge Awards,
Taxi to the Dark Side Chief Conductor The Swedish Film Institute
Oscar (Best documentary) Sakari Oramo Maggie in Wonderland
Direction Alex Gibney The Elgar Medal Best documentary film
Production Why Democracy Project, YLE TV2 Direction Ester Martin Bergsmark,
Documentary Project Mark Hammarberg
Golden Globe, Hollywood Production Silverosa Film/Sweden,
Waltz With Bashir Do Films/Finland, YLE Co-productions
EBU Golden Link Best foreign film
Why Democracy? Project Direction Ari Folman
Golden Link Special Prize Production Les Films d’Ici, Arte France, International Silk Road Film Festival,
International co-production. YLE Co-productions Bursa, Turkey
Thomas
Best actor in a leading role (Lasse Pöysti)
EBU INAP Awards, Luzern Guldbagge Awards, Direction Miika Soini
Stromso Food with The Swedish Film Institute Production Silva Mysterium Oy,
Mikael and Matias Everlasting Moments YLE Co-productions
2. Prize (Best single promo of the year) Best actress in a leading role (Maria
Direction Miikka Lommi Heiskanen), best actor in a leading role
Production YLE Communications and Marketing (Mikael Persbrandt), best film
Direction Jan Troell
Production Final Cut Productions ApS/Denmark,
YLE Co-productions
 1. Silver Stars International awards p. 34–35
2. Thomas
3. Dokumenttiprojekti:
Huuto tuuleen
4. Kesän lapsi
5. Taxi to the Dark Side

XVI International Festival of
Ethnological Film, Belgrad
A Shout into the Wind
Grand Prix
Direction Katja Gauriloff
Production Oktober Oy, YLE Co-productions
MIDEM Classical Awards, Cannes Prix Europa, Berlin
Sibelius, Lindberg: Testimony
Violin Concertos Prix Europa (Best tv documentary)
Best concerto recording Direction Razvan Georgescu
Lisa Batiashvili, Finnish Radio Symphony Or- Production Starcrest Media/Romania/Germany,
chestra, Sakari Oramo YLE Co-productions
Sony Classical 886971293623

Birmingham Post Award Prix Nordica, Gothenburg

Cultural Figure of the Year Prix Europa, Berlin Pultista kajahtaa!
2008, Sakari Oramo Silver Stars Best short programme
Conductor and music director of City of Special Prix Europa (Best episode Direction Elina Heiskanen
Birmingham Symphony Orchestra of a tv fiction series) Production YLE Culture
Direction Auli Mantila
Production Aamu Filmcompany,
YLE Co-productions TromsØ International Film Festival,
Tromsø
Kesän lapsi
Tromsø Palm
Direction Iris Olsson
Production TaiK, YLE Co-productions
YL E channels and serv ices

yle.fi
An extensive service of news, sport, popular culture, events and other
online contents as well as communality. Also mobile services.
2
YLE Areena
Finland´s biggest online television and radio channel. Programmes can be
viewed independently of broadcasting times, also from abroad. Option of
ordering radio programmes (podcast) to download on one’s computer and
portable media player. yle.fi/areena

YLE Elävä arkisto (the Living Archive)

Common history in sounds and images; thousands of television and radio
programmes to view and listen to any time. yle.fi/elavaarkisto

YLE Teletext
News, sport, service pages and programme information.

YLE TV1
The main news channel, with an ample share of current affairs and factual programming. The
channel keeps viewers up to date and takes part in public debate with powerful drama, too.
Entertainment focuses on political satire. Excitement and insights for the adult population.
1. Sitoutumisen alkeet
2. Dokumenttiprojekti:
YLE TV2 Keskitysleiri Itävallassa
The main channel for children, families, leisure time and sporting events. Powerful drama and
entertainment fare. Musical entertainment is a special area. The emphasis in current affairs
and factual programmes is on the citizens’ viewpoint, Finnish and regional content. In interna-
tional programming, the focus is on the broad range of the programmes’ countries of origin.

YLE Teema
A culture channel with films, history documentaries, and science and learning programmes.
The programming is arranged into sets of themes. Multifaceted cultural programming extends
from performing art to popular culture documentaries. The channel listens to its viewers and
broadcasts requested repeats, and pearls from the TV Archives.

YLE FST5
A curious and unprejudiced channel with a Swedish-language and Nordic profile. The channel
offers its viewers all the genres of television programming. All programmes apart from the
news and children’s programmes are subtitled in Finnish.
 YLE Radio 1
A radio channel for culture, art and factual talk. Musical fare ranges from classical and devotional music to jazz
and world music. YLE Radio 1’s basic output also includes Radio Theatre and concerts by the Radio Symphony
Orchestra.

YLE Radio Suomi

A regional and national news, current affairs and service channel, also focusing on sport, popular music and con-
tact broadcasts. The channel preserves national communality through events broadcasts. YLE Radio Suomi is the
channel for hits, nostalgic pop and tuneful adult rock.

1 YleX
Popular culture media for the mobile audience on radio, the internet and mobile phones. Targeted at the young
and at young adults, YleX introduces the audience to the latest popular music and highlights phenomena. The
radio broadcast flow is interspersed with special music programmes, comedy, and profiled news. Events, theme
weeks and campaigns are an essential feature of YleX.

YLE Radio Vega

The radio channel for Swedish-speakers, with a strong presence in Swedish-speaking areas in Finland. News,
current affairs programmes and societal programmes with local as well as national viewpoint form the core of its
output. Eclectic cultural and musical output and active contact with listeners are among the channel’s hallmarks.

YLE Radio Extrem

2 The Swedish-language multimedia channel for young audiences with news, current affairs, entertainment, new
popular music and special music programmes. YLE Extrem produces Swedish Finland’s largest web community,
x3m.yle.fi.

YLE Puhe
Finland’s only talk radio channel samples and adapts news, current affairs and factual programmes from YLE radio
and television channels. FM distribution of the channel was extended in the summer of 2008 to cover almost all of
Finland. Listeners can tune into the channel also via the internet and digital television

YLE Regions
Regional radio – 20 Finnish-language and five Swedish-language regional channels on the frequencies of YLE Radio
Suomi and YLE Radio Vega.
Regional television news – local news from eight regions on YLE TV2. Television news in Sâmi on YLE FST5.

YLE Special Services

YLE Radio Finland – domestic programming via satellite and on the internet abroad in Finnish and Swedish.
YLE Sámi Radio – service in Sámi, programming in the Northern, Inari and Koltta dialects of the language.
3 Also on the internet.
YLE Classic – a digital classical music channel broadcasting 24 hours a day. Listeners can tune into the channel
via the radio menu on a television digital adapter, or on the internet.
YLE Mondo – a multilingual round-the-clock service. Own programming in English and Russian, programmes
from foreign broadcasting companies. DVB distribution and FM in the Metropolitan Area.
TV Finland – A digital satellite channel comprising domestic programmes from YLE TV1, YLE TV2 and MTV3
for expatriate Finns in the Nordic countries, Europe and the Canary Islands.
YLEISRADIO OY
00024 Yleisradio
Street address: Radiokatu 5, Helsinki
Phone: +358 9 14801
Facsimile: + 358 9 1480 3215
yle.fi/fbc
given name.surname@yle.fi

YLE COMMUNICATIONS AND MARKETING

Director of Communications and Marketing Päivi Nummi-Aho
P.O. Box 99, 00024 Yleisradio

YLE´S YEAR 2008

The annual report is available in printed format in Finnish, Swedish and English
YLE reports 2008 online: The annual report in pdf is available in yle.fi/fbc
yle.fi/yleinfo

Produced by: YLE Communications / Marja Niemi, Marja-Liisa Nordell,

Leena Laine and YLE Corporate Finance

Photographs: YLE Kuvapalvelu / Seppo Sarkkinen, Jyrki Valkama sekä Merja Hannikainen,
Heli Sorjonen, Natalie Behring, Sari Autio, Harri Hinkka, Ville Akseli Juurikkala, Veera Aal-
tonen, Robert Portman, Markku Värtö, Nick Briggs, Ritva Torikka, Suomen Filmiteollisuus Oy,
Anu Köyhäjoki-Järvinen, Griyu Guangdong, Ina Mikkola, David Thibodeau (cover), Seppo
Saarinen, Tero Kyllönen, Bengt Wanselius, Jussi Hyttinen, Anton Sucksdorff, Linn Sandholm,
Malla Hukkanen, Rauli Virtanen, Maximilien Brice & Claudia Marcelloni, Atro Lahtela, Pentti
Valkeala, Leif Öster, Håkan Sandblom, Sami Hokkanen, Mika Kanerva, Anssi Leino, Jehad
Nga, Harri Halonen, Films Transit Inc., BBC Worldwide Ltd., Tarinatalo, Silva Mysterium Oy,
Johanna Vuoksenmaa, Anup Shah, Anssi Leppänen.

Translated by: John Pickering

Graphic design: Tähtikuviot Oy
Printed by: Edita Prima Oy
April 2009