Public-service broadcasters are compelled to seek innovative ways to fulfil their publicservice functions in an increasingly competitive environment. The Norwegian Broadcasting Corporation (NRK) has been experimenting with new programme formats and cross-media concepts. The concept of slow television was developed by the regional office in Bergen. On July 16, 2011, they started a five-day live broadcast from one of the cruise ships that sailed up the Norwegian coast from Bergen in southern Norway to Kirkenes near the Russian border. The broadcast was a huge success. I take this programme as a case study and provide an analysis from the perspective of innovation within public-service broadcasting. The article addresses the following questions: 1) In what way was the programme innovative? 2) How was the programme accepted and produced? 3) What accounts for the success of the broadcast in terms of number of viewers and popular engagement?