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This keynote was presented at the 2024 Northern Waves TV Conference in Oslo, Norway. TV in Iceland: Small amongst Giants This presentation explores the unique challenges and strategies of the Icelandic television industry within the global media landscape. Kristjana examines how Iceland's small market, limited resources, and cultural needs shape the local broadcasting ecosystem. It highlights the critical role of Icelandic TV in preserving national identity and promoting local content, while also addressing the growing pressures from multinational media companies and global streaming platforms. The presentation outlines how Icelandic broadcasters navigate these challenges through innovative strategies such as collaborations, public support, and digital transformation, ensuring the continued relevance and sustainability of local media in a competitive environment. Kristjana is a senior executive in the international TV and streaming industry. Through her positions held with Viaplay and Warner Bros. Discovery she has driven content and distribution strategies across multiple platforms, ensuring optimal performance and customer satisfaction. Currently, she serves as the Head of TV Development and Platforms at Sýn, which includes Vodafone Iceland‘s TV platform. Northern Waves TV is the largest streaming TV conference in the Nordics. The 2024 agenda featured a fantastic lineup of speakers representing broadcasters and streaming TV service providers from across Europe and North America. Norigin Media, the Oslo based Streaming TV Apps Solutions company, has hosted this event since 2018, including virtual formats during the pandemic. The conference showcases the best of business, products, and innovation from within the Streaming TV industry. For more info visit: https://www.northernwaves.tv/ Organised by https://noriginmedia.com/