Abstract
This case study explores creative prerequisites in the innovation of a new television genre, Slow-TV, produced by the Norwegian Television NRK Hordaland. In-depth interviews were conducted with three key persons creating the television show. The outcome of the article resonates with Amabile's (1998) research on organizational creativity and suggests individual freedom, sufficient resources, supportive leadership, but also individual creative space and time are requisites for creativity to happen. Passion among the persons driving the idea forward supports creativity, as well as trust and a psychologically safe environment between the persons developing the idea and the management. This research may be a useful contribution regarding the creative press for collaborative innovation and it aims to be useful for practitioners of television when innovating audiovisual content.
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