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Swedish Slow TV Phenomenon “The Great Moose Migration” Captivates Millions
Anticipation for the Swedish slow television phenomenon, “The Great Moose Migration,” reached fever pitch as it commenced broadcasting on Tuesday. Dedicated viewers like Ulla Malmgren prepared for immersive viewing, stocking up on refreshments and sustenance to ensure they wouldn’t miss any part of the 24/7 animal migration spectacle spanning 20 days.
“Rest is out of the question,” Malmgren exclaimed, reflecting the sentiment of numerous devotees. This moose livestream, known in Swedish as “Den stora älgvandringen” and occasionally translated as “The Great Elk Trek,” has witnessed a surge in popularity since its inception in 2019, attracting nearly a million viewers initially. In 2024, viewership soared to an impressive 9 million on SVT Play, the streaming service of Sweden’s national public broadcaster, SVT.
The wildlife migration livestream commenced a week earlier than planned due to unseasonably warm temperatures and subsequent early moose movement. Malmgren, and countless others, were prepared. Until May 4th, remote cameras will document the journey of numerous moose as they traverse the Ångerman River, approximately 300 kilometers northwest of Stockholm. This annual spring event sees the animals heading towards their summer feeding grounds.
The Allure of Minimalist Broadcasting
For extended periods, on-screen action may be minimal, yet devotees consider this part of its charm. William Garp Liljefors, a 20-year-old enthusiast who has amassed over 150 moose plush toys since 2020, described the viewing experience: “It’s calming, but simultaneously, there’s this anticipation – ‘Is a moose going to appear? What if I miss a moose? I can’t even take a bathroom break!’”
The Great Moose Migration exemplifies the burgeoning slow TV trend, which originated in 2009 with Norwegian broadcaster NRK’s real-time broadcast of a lengthy train journey. This style of programming has gained international traction, with productions emerging in various countries. As an example of slow TV’s diverse applications, the Dutch city of Utrecht implemented a “fish doorbell” on a waterway lock, enabling livestream viewers to notify officials if fish are impeded during their migration to spawning areas.
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Expert Insights on Slow TV’s Popularity
Annette Hill, a media and communications professor at Jönköping University in Sweden, notes that slow TV shares some origins with reality television but distinguishes itself through its absence of constructed narratives, fostering a sense of authenticity for viewers. These broadcasts create an atmosphere of relaxation and allow audiences to observe events as they naturally transpire.
“It paradoxically becomes captivating precisely because of the lack of dramatic or sensational occurrences,” Professor Hill explained. “Instead, it highlights the understated beauty inherent in each passing moment.”
Hill, both an academic and a devotee of “The Great Moose Migration,” finds the livestream conducive to slowing down and aligning with the natural cadence of spring. “It truly creates a tranquil and pleasant ambiance in my home, which I deeply value,” she remarked.
Calming Effects Beyond Viewers
Johan Erhag, project manager at SVT for “The Great Moose Migration,” affirms this calming effect extends even to the production team. “Stress levels noticeably decrease for everyone involved,” he stated.
The moose migratory path, followed for millennia, simplifies logistical arrangements, enabling the crew to deploy approximately 20,000 meters of cable and position 26 remote cameras, including seven equipped for nighttime recording. A drone provides aerial perspectives.
A team of up to 15 personnel operates from SVT’s control center in Umeå, managing the broadcast remotely to minimize disruption to the migration. While SVT remains undisclosed about production expenses, Erhag suggests the cost-effectiveness when considering the extensive broadcast time, totaling 506 hours last year.
Sweden’s Fascination with the “King of the Forest”
Erhag explained that Swedes have a long-standing fascination with the estimated 300,000 moose inhabiting their forests. Referred to as the “King of the Forest” in the Scandinavian nation, a bull moose can attain a shoulder height of 210 centimeters and weigh up to 450 kilograms.
Despite their imposing stature, these herbivores are generally reclusive and live solitary lives. “Moose sightings are actually infrequent; one might encounter them perhaps once or twice while driving throughout their lifetime,” Erhag commented. “I believe this elusiveness contributes significantly to the show’s popularity. It delivers nature directly into people’s homes.”
Hanna Sandberg, a 36-year-old viewer, began watching in 2019 but initially did not see any moose. She resumed watching the following year, finally witnessed them, and became engrossed.
Anticipation Builds as Moose Approach
After extended broadcasts of seemingly deserted woodland, a camera finally records a moose approaching the riverbank. Abruptly, the tranquil pace of slow TV shifts to high anticipation. A push notification via SVT’s app proclaims “Första älgarna i bild!” – “First moose on camera!” – prompting viewers globally to tune in. The livestream chat becomes animated with comments cheering on the animal as it enters the water.
“I often imagine being a fly on the wall in every household watching the moose migration, because I suspect about a million people are simultaneously uttering the same encouragement: ‘Go on! You can do it!’” Malmgren remarked.
Dedicated Viewership and Cultural Impact
Devoted enthusiasts like Malmgren, a member of a Facebook group with over 76,000 participants, are dedicated to logging significant viewing hours. “I was once late for school because I was watching the moose, and my teacher asked, ‘Moose in the city?’ I had to explain, ‘No, it’s on television,’” recalled Garp Liljefors.
Malmgren added that her social circle has become accustomed to respecting her viewing time when the moose are actively migrating.
“Now, if someone inquires, ‘What are you up to?’ and I start to reply, they often cut me off with, ‘Oh, never mind, it’s the great migration,’” she concluded. “They understand.”