During a visit to the National Broadcasting Company (RUV), I had the opportunity to learn about the uniqueness of the Icelandic state-owned broadcasting institution model and the challenges it confronts staying relevant as a media institution. This is a challenge that all media organizations confront these days. What is unique about RUV is that it receives both state funding and private sector advertising revenue, which I understand makes it the only such state-owned company of the Scandinavian Network of state broadcasters. It is evident, that RUV is doing very well in a healthy competitive environment, judging by the popularity of its programming. Despite my best efforts, I could not get anyone to reveal what will be in this year’s Áramótaskaup.