Several of SVT's recent initiatives have received criticism in the media from writers who in many cases do not think that this type of programme belongs in public service. But the idea that SVT should automatically have a "kinder" selection than others is something that CEO Anne Lagercrantz opposes.
"I'm much more afraid of being silenced than of being criticised," she says.
Lagercrantz reminds us that SVT has always received criticism - not least for its first major reality venture, "Expedition Robinson" in 1997.
There has always been a storm around us. There will be a storm as long as we are important. And then you have to look at the criticism and think about what we can learn.
Social experiment
The "prejudice show" was accused in some quarters of dumbing down the election campaign. Criticism of "Married at First Sight XL" has included the claim that SVT leaked some participants' views on gender roles. In "Silent Attraction", some participants felt cheated - the dating programme they applied for turned out to be a social experiment about values and polarisation.
That criticism is a bit surprising because the programme makers have been so clear that it is a social experiment, where things will happen. But it is clear that I see that criticism. And there we have to see if there are things we could have done differently, says Anne Lagercrantz and adds:
But I know that the programme makers are very confident with the information they have provided before, during and after.
Sometimes you get the impression that you at SVT like it when there is a storm around your programmes. Do you seek conflicts to get the programmes talked about?
No, certainly not for the sake of it. But we must actively develop and break new ground all the time.
Relationship with viewers
SVT needs to capture a younger audience and remind people that SVT exists, Lagercrantz believes.
For me, SVT has been an incredibly obvious part of my entire upbringing. And it's not the same for new generations. And there are no shortcuts here, we have to make an offering that they find relevant.
It's about trust, she says. Many people turn to SVT in times of crisis, such as in connection with the school attack in Fagersta.
If you want to find us in times of crisis and unrest, you also need to have a relationship in everyday life. If you don't have an eye on us, you won't feel a sense of trust, says Anne Lagercrantz.
