TV series focuses on Saami culture
Docu-soap is worth 50 million NOK for the tourist industry in Northern Norway
Every Sunday, most Norwegians are looking at the docu-soap Reinlykke (Reindeer Luck) on the national television channel NRK1. This program is a family saga about the Eira Family, and tells the story about life as reindeer herders in Norway in 2007. The series shows the Saami culture and family life at its best.
The series is so popular that a professor in marketing at the Norwegian Business School has figured out that it has the same value for the tourist industry in the area as advertising for more than 50 million NOK, reports the Saami newspaper Sagat.
The Eira Family's company does not expect that fame will change their daily life, simply because not many people are living in the Northern areas.