Embla becomes Dagbladet's lifehack queen

Norway's largest consumer website, Dagbladets DinSide, is launching its own web TV program to give you tips you didn't know you needed: Have you been removing avocado stones incorrectly all your life? Do you spill when you fill your car with washer fluid? What does a toothbrush have to do with sewing threads?

The answer is provided by host Embla Hjort-Larsen of DinSide and Dagbladet TV's new initiative "Embla gjør det best". The web TV universe will help most people to a simpler, easier and better life.

- In a busy world with possibly a little too much chaos, I want to make your life easier in a fun way. I think it's fantastic to be able to share rock-solid tips that actually work! There are solutions for most things, and that's fun," says Embla.

The presenter and video journalist joined the TV editorial team at Dagbladet as an intern two years ago. The native of Alta has a bachelor's degree in journalism from Kristiania University College, and has previously worked as both a water aerobics instructor and English teacher while living and studying in Spain for two years.

She had no experience from the media industry, but after a video report in which she peeled an egg with her mouth by blowing it out of its shell, both a permanent job and her own program were in the bag.

Breadth, niche and target group

Program Manager at Aller Media, Tellef Dahll, together with Embla and the rest of the Din Side editorial team, has been responsible for the concept development of the "Embla does it best" universe.

- Embla has a unique ability to communicate, and she's perfect for serving up these everyday tricks to viewers. "It's almost strange that this content isn't commonplace already, but now it will be," says Dahll.

"Embla gjør det best" is an entertaining and warm program, while the solutions to everyday challenges are simple and cheerful. Nothing is impossible in Norway's first entertainment program about "Lifehacks". Embla proves this time and time again in several episodes that have already been published on Dine Side, Dagbladet, Sol, KK and Se og Hør.

- This concept also gives us a large volume, in addition to hitting the target groups we have in the niches in Aller. Those interested in consumerism on Din Side, young women on Se og Hør and KK and the large audience on Dagbladet," says Program Manager Dahll.

See "Embla does it best": How to solve the flushing fluid problem
https://dinside.dagbladet.no/video/her-does-everything-wrong/G31AejPx