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relative "> <figure role="group"> <img alt="Ylen toimitusjohtaja Merja Ylä-Anttila katsoo hymyillen kameraan. " itemprop="image" content="https://images.cdn.yle.fi/image/upload/f_auto,fl_progressive/fl_keep_iptc/q_88/w_4999,h_2799,c_crop,x_0,y_104/w_700/v1648462301/39-9343346241898e0401e.jpg" data-yle-id="39-9343346241898e0401e" data-crop-coords="w_4999,h_2799,c_crop,x_0,y_104" data-image-width="4999" data-image-version="1648462301" data-copyright="Johanna Kannasmaa / Yle" data-caption="" data-ydd-modal-src="https://web.archive.org/web/20220704050651/https://images.cdn.yle.fi/image/upload/f_auto,fl_progressive/q_auto/w_4999,h_2799,c_crop,x_0,y_104/w_4999/w_1400,h_1400,c_fit/v1648462301/39-9343346241898e0401e.jpg" data-ydd-modal-width="1400" data-ydd-modal-height="788" class="ydd-image__image js-ydd-image lazyload" src="data:image/svg+xml,%3Csvg xmlns='http://www.w3.org/2000/svg' viewBox='0 0 4999 2799'%3E%3Cdefs%3E%3Cpattern id='blurhash' patternUnits='userSpaceOnUse' width='4999' height='2799'%3E%3Cimage href='data:image/png;base64,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' x='0' y='0' width='100%25' height='100%25' preserveAspectRatio='xMinYMin slice'%3E%3C/image%3E%3C/pattern%3E%3C/defs%3E%3Crect width='100%25' height='100%25' fill='url(%23blurhash)' /%3E%3C/svg%3E" width="4999" height="2799"> <meta itemprop="url" content="https://web.archive.org/web/20220704050651/https://images.cdn.yle.fi/image/upload/f_auto,fl_progressive/fl_keep_iptc/q_88/w_4999,h_2799,c_crop,x_0,y_104/w_700/v1648462301/39-9343346241898e0401e.jpg"> <noscript class="absolute inset-0"><img class="ydd-image__image" src="https://web.archive.org/web/20220704050651im_/https://images.cdn.yle.fi/image/upload/f_auto,fl_progressive/q_auto/w_4999,h_2799,c_crop,x_0,y_104/w_400/v1648462301/39-9343346241898e0401e.jpg" alt="Ylen toimitusjohtaja Merja Ylä-Anttila katsoo hymyillen kameraan. "/></noscript> <figcaption class="ydd-image__captions txt-13 pl-16 ram:pl-0 pt-8"> <div class="clr-C" itemprop="copyrightHolder">Kuva: Johanna Kannasmaa / Yle</div> </figcaption> </figure> </div> </div> <div class="ydd-author-list border-clr-B border-b-solid border-t-solid overflow-x-auto pl-16 pr-16 ram:pl-0 ram:pr-0 scrolling-touch whitespace-nowrap"> <div itemscope itemtype="http://schema.org/Person" itemprop="author" class="flex-inline flex-shrink-0 items-center pb-8 pr-24 pt-8"> <a class="focus-underline flex items-center" itemprop="url" href="/web/20220704050651/https://yle.fi/aihe/u/56-20-1125"> <div class="ydd-authors-list__placeholder-wrapper bg-clr-C clip-path-circle flex-shrink-0 mr-8 overflow-hidden rounded-full p-0"> <meta itemprop="image" content="https://web.archive.org/web/20220704050651im_/https://images.cdn.yle.fi/image/upload/f_auto,fl_progressive/fl_keep_iptc/q_88/w_2681,h_2681,c_crop,x_1401,y_0/w_700/v1535776492/39-4789385ad5d4762328f.jpg"> <div 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.101.234 .154.029 .053.02 .302-.095.589-.115.286-.638.548-.868.56z"/> </svg> </a> </div> </div> <div itemprop="articleSection" content="Ylen näkökulmat" class="ydd-body-content ydd-body-content--article mb-64"> <p class="ydd-lead font-bold"> Yle Areena juhlii tänään 15.6.2022 15-vuotissyntymäpäiväänsä. Suomalaisten rakastama palvelu on sisällöiltään ja käyttötavaltaan Ylen julkisen palvelun tehtävän ytimessä.</p> <p>Nimenomaan rakkaudesta voi Yle Areenan kohdalla puhua: kun Taloustutkimus selvitti viime vuonna suomalaisten arvostetuinta brändiä, oli Yle Areena tutkimuksessa mukana ensimmäistä kertaa lähes 600 muun brändin joukossa. Areena nousi Suomen toiseksi arvostetuimmaksi brändiksi. Yle Areenasta on siis kasvanut 15 vuodessa todellakin suomalaisten rakastama palvelu!</p><p>Yle Areenan suosion ja arvostuksen takana on erilaisten yleisöjen onnistunut palveleminen, julkisen palvelun tehtävä kun on palvella kaikkia. Suomalaiset käyttävät mediaa yhä monipuolisemmin, joten Ylenkin on palveltava suomalaisia monella eri tavalla. Yle Areenan suosio osoittaa, että palvelu vastaa suomalaisten käsitystä siitä, miten julkisen palvelun tulisi toimia vaikuttavasti nykyisessä mediamaailmassa. Yle Areena onkin yksi tärkeimmistä keinoista toteuttaa Yle-lain “kaikille yhtäläisin ehdoin”-periaatetta käyttötavoiltaan monipuolistuvassa mediaympäristössä.</p><p>Yksi Yle Areenan menestyksen kulmakivistä on monipuoliset sisällöt. Erityisesti suomalaiset rakastavat Areenan kotimaista sisältöä: draamaa, komediaa, lastenohjelmia, dokumentteja, urheilua. Videota, audiota, podcasteja ja suoria lähetyksiä. Kirjo on moninainen, kuten pitääkin. Monipuolisuus on yksi julkisen palvelun keskeisimmistä periaatteista, sillä Yle on kaikille yhteinen ja jokaiselle oma. Voi jopa todeta, että Yle Areena on Suomen historian vaikuttavin, monipuolisin ja saavutettavin kulttuurituotteiden aarreaitta, josta suomalaiset ovat löytäneet omat suosikkinsa käyttöhetkestä riippumatta.</p><p>Digitaalinen mediakulutus on arkipäivää jo hyvin monille suomalaisille – ei vain nuorille diginatiiveille, vaan myös meille muille. Esimerkiksi yli 45-vuotiaiden käyttämä aika Areenassa on lähes tuplaantunut kahdessa vuodessa. Koronapandemian kiivaimman vaiheen aikana Yle Areenan merkitys korostui entisestään: toisaalta se tarjosi ajantasaista tietoa, toisaalta rikasti henkistä pääomaa laajalla sisätötarjonnallaan. Areenalla onkin merkittävä rooli myös Ylen huoltovarmuustehtävässä, sillä palvelu tavoittaa kolme miljoonaa suomalaista viikossa.</p><blockquote class="ydd-quote flex mb-32 ml-0 mr-0 mt-32"> <div class="ydd-quote__icon flex-shrink-0 mr-24"> <svg aria-hidden="true" class="ydd-quote__author" xmlns="http://www.w3.org/2000/svg" viewbox="0 0 25 22"> <path d="M24.378 9.636c0 5.476-1.85 9.324-7.252 11.618l-1.924-3.478c3.848-1.702 4.736-3.922 4.736-8.14H15.35V.978h9.028v8.658zm-14.652 0c0 5.476-1.85 9.324-7.252 11.618L.55 17.776c3.848-1.702 4.736-3.922 4.736-8.14H.698V.978h9.028v8.658z" fill="#3DB6C9" fill-rule="nonzero"></path> </svg> </div> <div> <div class="txt-22"> <p>Yle Areena oli julkaisunsa aikaan teknologinen innovaatio eurooppalaisella tasolla. Palvelun menestystä tullaan edelleen ihmettelemään ympäri maailman. Olimme edelläkävijöitä ja toimimme tienraivaajina muille toimijoille, ja tämä rooli sopii julkisen palvelun median tehtävään erinomaisesti.</p> </div> <div class="clr-F mt-16 txt-15"> ― Merja Ylä-Anttila, toimitusjohtaja, Yle </div> </div> </blockquote><p>Yle Areenan menestys on meille myös toimintaamme velvoittava ja tulevaisuuttamme ohjaava. Jatkuvasti uudistuva ja innovatiivinen ote on tärkeää. Sen voisi sanoa jopa korostuneen tässä vahvasti kansainvälisen mediajättien sävyttämässä ajassa, jossa tarvitaan myös kotimaisten toimijoiden yhteispeliä mediakilvassa menestymiseen.</p><p>On iso ilo juhlapäivänä kiittää silloisia rohkeita Yle Areenaan uskoneita visionäärejä ja kehittäjiä. Haluan lämpimästi kiittää myös kaikkia Areenan hienoja sisältöjä ja löydettävyyttä jatkuvasti kehittäviä yleläisiä. Samalla asenteella menemme eteenpäin. Pidämme huolen, että nyt jo teini-ikään ehtinyttä Yle Areenaa kehitetään jatkossakin niin, että suomalaiset voivat vastakin löytää sieltä runsaasti kiinnostavaa sisältöä ja voivat siten rakastua siihen aina uudestaan.</p><p><strong>Merja Ylä-Anttila<br/></strong>toimitusjohtaja, Yle</p> </div> <div class="-ml-16 -mr-16"> <div class="ydd-language-versions mb-32 mt-24"> <div class="border-4 border-b-solid border-clr-B deco-line-title mb-16 mt-8 pl-16 pr-16 w-full"> <div class="items-center flex justify-between"> <h3 class="font-yle-black txt-16" id="aria-language-versions"> Sisältö muilla kielillä </h3> </div> </div> <ul class="ydd-language-versions__list list-reset ml-16 relative" aria-labelledby="aria-language-versions"> <li class="mb-8 pl-16"><a class="clr-A deco-link" href="https://web.archive.org/web/20220704050651/https://svenska.yle.fi/a/7-10017652">På svenska</a></li> </ul> </div> <details class="ydd-article-tags__details mb-32 ml-16 mt-32"> <summary class="ydd-article-tags__summary cursor-pointer flex pb-16 pointer-events-none relative summary-reset user-select-none"> <div class="flex"> <div class="ydd-article-tags__pill bg-clr-H border-clr-B border-solid br flex items-center pointer-events-auto"> <span id="aria-article-tags" class="ydd-article-tags__pill-text clr-C truncate">Lisää aiheesta: <span aria-hidden="true" itemprop="keywords" content="Yle Areena, Yle, suoratoisto, verkkopalvelut, brändit, yleisradioyhtiöt, Merja Ylä-Anttila, yleisradiotoiminta, suomalaiset">Yle Areena, Yle</span> </span> <span class="ydd-article-tags__toggle ml-8"></span> </div> </div> </summary> <div class="ydd-article-tags__content pl-8"> <ul class="ydd-article-tags__list break-word list-reset relative w-full" aria-labelledby="aria-article-tags"> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-155372">Yle Areena</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-193444">Yle</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-5400">Suoratoisto</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-206763">Verkkopalvelut</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-215680">Brändit</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-214567">Yleisradioyhtiöt</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-275600">Merja Ylä-Anttila</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-211191">Yleisradiotoiminta</a> </li> <li class="ydd-article-tags__list-item mb-16 pl-16 relative"> <a class="deco-link" href="/web/20220704050651/https://yle.fi/aihe/t/18-208798">Suomalaiset</a> </li> </ul> </div> </details> <div class="ydd-yle-app-promo-banner mb-16 pl-16 pr-16 hen:hidden"> <a href="https://web.archive.org/web/20220704050651/https://sovellus.yle.fi/"> <img alt="Lataa Yle-sovellus" src="https://web.archive.org/web/20220704050651im_/https://images.cdn.yle.fi/image/upload/f_auto/q_auto/v1645017578/20-fynd-yle_sovellus_edufbz.png" height="290" width="640" loading="lazy"> </a> </div> <aside id="ydd-article-related-content"> <div class="ydd-articles-list mb-32"> <div class="border-4 border-b-solid border-clr-B deco-line-title mb-16 mt-8 pl-16 pr-16 w-full"> <div class="items-center flex justify-between"> <h2 class="font-yle-black txt-16" id="aria-articles-list-related-content"> Ylen näkökulmat </h2> 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