“Unfortunately, this decision was unavoidable”

Sýn is ending its television news service after almost 40 years, with about 10 full-time positions affected, mainly in television news production and distribution.

Chief executive Herdís Dröfn Fjeldsted described the decision as difficult but unavoidable. She said the television news operation had been financially unsustainable for a long time as audiences changed and advertising revenue shifted to foreign media. Television news viewing had also declined in Iceland and abroad over recent years and decades.

“

This was unfortunately an unavoidable decision.

“This was unfortunately an unavoidable decision,” Fjeldsted said in a written response to Morgunblaðið. She said Sýn would instead put greater effort into its news coverage on Vísir and Bylgjan.

“

This is a standalone decision, but the goal is to secure sustainable operations for Sýn’s newsroom. Since Vísir and Bylgjan will not be sold, an opportunity has arisen to strengthen these outlets further.

Fjeldsted stressed that the closure was a standalone decision and was not connected to failed talks over selling Sýn’s online and radio media to Síminn. She said keeping Vísir and Bylgjan created an opportunity to strengthen those outlets and secure a sustainable news operation.

Sigríður Dögg Auðunsdóttir, chair of the Icelandic Journalists’ Association, criticized the move and said Sýn’s managers failed to understand the importance of news to public trust and the company’s image. Fjeldsted said she understood the disappointment but pointed to changing conditions in the media market. She also called for limits on public broadcaster RÚV’s advertising activities and stronger action against unlawful distribution and use of television content.

“

Yes, much more can be done, including leveling the competitive environment for private media, among other things by limiting RÚV’s activities in the advertising market.