When SVT Sápmi launched its own site in December 2021, expectations were modest.
Based on how many people took part in Sami news, news in the past, SVT calculated fewer than 10,000 visits per week to the site. Which was actually a high goal considering that there are 20,000 – 40,000 Sami living on the Swedish side of Sápmi.
“Extends far beyond Sápmi”
Since then, the influx of audiences has exceeded all expectations. When 2024 is summarized, SVT Sápmi’s site has an average of more than 150,000 visits per week.
– We see that the interest in Sami issues extends far beyond Sápmi. We get to work with two target groups. Partly our Sami core audience, but also a national audience for whom we sometimes need to be a little more explanatory in text and vodders, says Linda Hermansson.
Want to highlight Sami in text
But everything is not just about attracting visitors. During the year, the editors have put a lot of focus on producing more material in the Sami languages.
The Sami language has long been dominant on SVT Sápmi in TV features and voddar. But now more and more effort is being made to also lift the Sami language in text. Since a few months ago, there is a special page at the top of the site where all articles written in Sami are collected.
– It is important to us that the Sami written language should also be seen. But it is also the most challenging as it is difficult to find staff who have both journalism and one of the Sami languages. I think I speak for all Sami media when I say that we urgently need more Sami journalists who speak and write the Sami languages, says Hermansson.
The Sámi Parliament election in focus
Before 2025, a lot of focus will also be placed on the Sami Parliament elections in May. The editors are planning an election debate. And the weekly program 15 minutes from Sápmi will be turned into an election special with some extended episodes in the weeks around the election.
– I hope that our core audience will feel that they will become wiser from our election coverage. We must both review the policy that has been and explain what the various parties want going forward, says Linda Hermansson.