VistaTalks Host Simon Hodgkins is joined by Astrid Illum, Director & Product Leader of Audience Interaction at TV 2 Danmark, to discuss her inspiring transition from the international logistics giant DFDS to a diverse and locally focused media landscape at TV 2. Astrid offers a refreshing glimpse into her journey, new responsibilities, and the exciting challenges ahead as she brings a personal touch to technology-led content experiences.

Enhancing Interaction at TV 2 Danmark

TV 2 Danmark A/S is the company behind Denmark's most-watched streaming service, TV 2 Play, and the most-watched channel, TV 2. It operates TV 2 News, TV 2 Echo, TV 2 Charlie, TV 2 Fri, TV 2 Sport, TV 2 Sport X, and tv2•dk, Denmark's most popular news website.

Astrid Illum's career move from DFDS, another globally recognized company, to TV 2 Danmark represents a significant shift in industry and focus. As she steps into her new role as Director & Product Leader for Audience Interaction, Astrid aims to enhance how audiences interact with TV 2's rich, diverse content. "What really attracted me to TV 2 is the unique opportunity to work with a very rich content base," Astrid said, describing her enthusiasm for diving into the diverse world of Danish media and its highly respected programming.

TV 2, well-known for delivering high-quality, top-notch content, presents a unique playground for Astrid, where her expertise in merging ambitious business objectives with practical technology solutions comes into play. "It's about creating more personalized experiences for audiences," she noted, emphasizing her commitment to understanding how to bring the right content to viewers at the right time—something she passionately called "the magic" of aligning technology and user experience.

Shifting from International to Local

Throughout the episode, Astrid shared fascinating insights about her transition from DFDS's international scope to Denmark's more focused national landscape. Moving from a global role to one concentrated on Denmark may sound like narrowing the focus, but as Astrid pointed out, the diversity within Denmark itself presents a fascinating new challenge. "We are incredibly diverse in how we engage with content," she explained, referencing the different interests, habits, and preferences that exist even in a single country.

Astrid's work now focuses on understanding these nuances within Denmark, moving beyond just language and into deeply personal preferences that shape audience behavior. Her ability to appreciate the collective sense of Danish culture and the individualized ways people interact with media has been crucial in guiding her approach at TV 2. As she puts it, it's about balancing those differences in experiences and ensuring every viewer gets something tailored and meaningful.

From English to Danish

An interesting part of Astrid's transition has been the language change—from conducting most of her business in English to leading primarily in Danish. This shift, she noted, has been not just practical but deeply personal. Astrid highlighted how moving back to using Danish has impacted her communication style. "It almost feels like I'm at a family party," she comments, sharing that the informal and relaxed environment at TV 2 allows her to be more approachable and open as a leader.

Yet, her years of international experience have left her with a leadership style focused on clarity, inclusiveness, and accessibility. These skills remain vital as she works to foster a cohesive yet diverse workplace at TV 2. Her nuanced approach to leadership—striking a balance between informality and inclusiveness—has helped create an environment where creativity and collaboration thrive.

Embracing Technology's Potential

With Astrid's deep technological background, Simon couldn't resist asking her views on emerging tech trends. The conversation highlighted how AI and other technologies are rapidly changing how companies like TV 2 can connect with their audiences. "Technology today is a game changer," Astrid affirmed, discussing how the convergence of content and tech can significantly enhance viewer experiences. From real-time personalized recommendations to making content accessible in different formats, her role is all about applying technology to enrich user engagement.

Interestingly, Astrid pointed out that, for years, tech has often overpromised and underdelivered. However, she feels we are at a moment when technology can finally live up to its high billing. The key lies in being product-led, ensuring that every solution they implement at TV 2 serves a defined purpose, helping viewers interact meaningfully with the content they love.

Growing by Solving Problems

Towards the latter part of the episode, Simon asked Astrid what advice she might have for aspiring leaders in tech and media. Her answer was both insightful and grounded in her own experience. Astrid's career has been a successful and gradual expansion of responsibility—a journey fueled by identifying and solving problems rather than focusing solely on titles. "Think about what type of responsibility you are willing to take on," she advised, encouraging others to seek out challenges even if they fall slightly outside their immediate responsibilities.

She believes this approach is vital to professional growth and making a real impact in any organization. For Astrid, leadership is about recognizing where you can contribute and moving the needle meaningfully—one practical solution at a time.

Brand Loyalty in a Fast-Changing World

One of Astrid's most striking points during the conversation was the changing dynamics of audience-brand relationships. In a world where content from platforms like TikTok flows endlessly, the connection between a consumer and content creator has weakened. Astrid stressed that maintaining a high-quality, trustworthy brand identity is more crucial than ever. "For any brand that's able to take that position, stay with it," she urged, cautioning against trying to compete in a race to the bottom with purely convenient and easily consumable content. Instead, she believes in building on the quality and trustworthiness that create real, lasting audience relationships.

Looking Ahead

Wrapping up the conversation, Astrid spoke about her vision for her role at TV 2. With a sense of humility, she acknowledged that TV 2 already has a strong foothold in delivering quality content, and her goal is to enhance that offering. She emphasized the importance of listening, understanding what challenges truly need solving and approaching these with curiosity rather than assumptions.

Astrid sees her role as one of collaboration, looking at product, technology, and organizational needs to bring about meaningful progress. With a product-led approach already underway, Astrid is excited to help guide this transformation, ensuring technology truly enhances the viewer experience.