Denmark's public service broadcaster TV 2 has appointed Hanne Salomonsen, the current CEO of publishing giant Gyldendal, as its new board chair. The Culture Minister selected Salomonsen to replace Gregers Wedell-Wedellsborg, who steps down in April. This move places a publishing executive at the helm of Denmark's largest commercial television network during a critical period of digital change.
Culture Minister Jakob Engel-Schmidt announced the appointment on Wednesday. He emphasized TV 2's need for experienced leadership with strong strategic skills. The shift will become official at TV 2's annual general meeting on April 29. The minister personally appoints the chair of TV 2 Denmark's board, a significant role in Danish media governance.
A Strategic Choice for Transformation
In his statement, Engel-Schmidt directly linked the appointment to the broadcaster's ongoing challenges. He stated Hanne Salomonsen is the right person to lead the extensive digital and commercial transformation TV 2 is undergoing. The minister highlighted her successful strategic turnaround of Gyldendal since becoming its permanent CEO in October 2022. Her background in steering a major cultural institution through change was a decisive factor.
Salomonsen brings years of top management and board experience to the role. She currently chairs Danske Forlag, the Danish Publishers' association, alongside her Gyldendal position. She previously served as chair of the Hirschsprung Collection. In the ministry's press release, Salomonsen acknowledged the task ahead. She said TV 2 must continually renew itself to maintain a strong position that brings Danes together.
"I am very much looking forward to taking part in that work," Salomonsen stated. She expressed gratitude for the nomination to chair the board. Her acceptance marks a notable crossover between Denmark's publishing and broadcasting elite.
Unexpected Vacancy Triggers Swift Move
The chair position became vacant unexpectedly last November. Then-chair Gregers Wedell-Wedellsborg informed the culture minister of his decision to step back by April. Wedell-Wedellsborg had only been appointed to the role in April 2024. His departure was prompted by a new position as top executive at Canadian pharmacy chain Shoppers Drug Mart, based in Toronto. This rapid turnover created an urgent need for stable, experienced leadership at TV 2.
Salomonsen's rise at Gyldendal was itself rapid. She was appointed interim CEO in September 2022 after the board dismissed Morten Hesseldahl. She secured the permanent role just one month later. Her swift consolidation of power at the publisher demonstrated her capability to manage complex organizational dynamics. That experience is now seen as an asset for the publicly-owned but commercially-driven broadcaster.
Expert Analysis: A Signal of Digital Priority
Media analysts see the appointment as a clear signal from the government. "Placing a publishing CEO at the head of TV 2's board is a profound statement," says Lars Grarup, a media commentator and former editor. "It underscores that the government views TV 2's primary battle as digital and commercial, not just content-based. They are choosing a leader from an industry that has faced the digital storm head-on for over a decade."
Grarup points to the severe pressures facing both industries. Traditional broadcasters and publishers compete for attention and advertising in the same online space. "Gyldendal has navigated the shift from physical book sales to digital platforms and direct consumer relationships," he notes. "That exact knowledge of subscription models, digital user experience, and content repackaging is what TV 2 desperately needs."
Other experts question whether publishing experience translates to television. "The core product is different, but the strategic challenges are remarkably similar," argues Professor Karen Hjorth, who specializes in media economics at Copenhagen Business School. "Both are content businesses seeing their traditional revenue models eroded. Both must build direct digital relationships with audiences. Salomonsen's success will hinge on her ability to apply publishing's digital lessons to a television context, without losing sight of TV 2's public service obligations."
The Challenge: Balancing Public Service and Commerce
TV 2 operates under a unique public service charter while relying heavily on advertising and subscription income. This dual mandate creates constant tension. The board chair must guide a strategy that fulfills cultural obligations while ensuring financial sustainability. The broadcaster's digital transformation, including its streaming service TV 2 Play, is central to its future.
Salomonsen's statement suggests she is aware of this tightrope. Her reference to TV 2's role in "bringing Danes together" touches on its public service core. Yet the minister's focus on her commercial and digital transformation skills highlights the other side of the equation. Her immediate task will be to align the board behind a strategy that serves both masters effectively.
Implications for the Danish Media Landscape
This appointment reinforces the interconnected nature of Denmark's cultural and media sphere. The same few dozen individuals often hold top positions across publishing, broadcasting, museums, and arts foundations. While this creates a deep pool of experience, it can also lead to a concentration of influence. Salomonsen's move from leading Denmark's largest publisher to chairing its major commercial broadcaster is a prime example of this circulation of elites.
The move may also signal a more aggressive commercial stance for TV 2. A chair with a strong corporate background could push for tougher competition against streaming giants and rival Danish media. This could have ripple effects on the entire market, potentially pressuring the fully license-fee-funded DR to justify its scope. The coming years will test whether a publishing strategy can be successfully broadcast to a national audience.
Salomonsen begins her tenure in late April. She will lead a board tasked with approving major strategic decisions in an unstable media environment. All eyes will be on her first moves and the direction she sets for an institution watched by millions of Danes. Her performance will answer a critical question: can the strategic playbook from the world of books rewrite the future of Danish television?