The Icelandic National Broadcasting Service – Ríkisútvarpið, or RÚV for short - is an independent public service broadcaster, comprising television, radio and online services. The main objective of the National Broadcasting Service is to inform, educate and entertain. This triple role is reflected in its mission to provide the public with reliable news service and culture and entertainment content of the highest quality. We place particular attention on the Icelandic language, the history of the nation, cultural heritage and an active dialogue with the public. We furthermore place special focus on quality programming for children and young people. RÚV’s Archives are open and accessible to the public. RÚV is managed by an executive board made up of nine members, nominated by the Parliament and elected during a General Assembly in January each year, and by a management board chaired by the director-general. Among the emphases in the new strategy are upgraded services for young people; closer collaboration with the creative arts; more open development of ideas; news coverage in greater depth and a major drive in drama production. The strategy was unveiled at a conference on the future of media in the Broadcasting Centre on Efstaleiti. RÚV‘s history spans over 80 years with regular radio service starting in 1930. Television broadcasts begun in 1966 and the website RUV.is was launched in 1996. Today RÚV is comprised of the following services: • TV channels: RÚV, RÚV 2 • Radio channels: Rás 1, Rás 2, Rondó • Internet and mobile platforms: www.ruv.is, podcasts and apps