TT News Agency launches next-generation editorial system – Norway's NTB first external customer

The Norwegian news agency NTB has signed an agreement and plans to migrate to the system in the spring of 2026. This marks the start of TT's ambition to roll out Elephant CMS to more news agencies across Europe.

Elephant CMS, developed in-house by TT's developers and project team, is designed to streamline the news flow, manage large volumes of data, and facilitate collaboration across editorial boundaries. The CMS is the result of a two-year development effort where TT leveraged its core editorial expertise to create a tool perfectly adapted to the unique and fast-moving workflow of a news agency.

"This is a milestone for us. Developing a system that not only works for us but is now also chosen by a European partner like NTB, is proof that we have succeeded. Elephant CMS is built for the newsroom of the future," says Anna Nordström, Head of IT at TT News Agency.

The transition has resulted in significant efficiency gains for TT's editorial team. The long-term goal is for Elephant CMS to become the leading platform for European news agencies. Discussions are already underway with several potential partners in Europe.

"We have created a system that places our journalism at the centre while also providing a platform for optimal delivery of our news service to our clients, going forward into a fast developing media environment. We are now looking forward to sharing this success with our colleagues at NTB," says Vicktor Olsson, Managing Editor at TT News Agency.

NTB will be the first external customer to implement Elephant CMS. The agreement is considered a strategically important step in the existing Nordic cooperation.

"Technological collaboration is more necessary than ever in the media industry in general, and between news agencies in particular. NTB already holds a strong position in image and video technology. Now we strongly believe that TT will take a corresponding position in the text domain," says Kåre Henriksen, Development Editor at NTB.

About Elephant CMS
Elephant CMS is a fast and intuitive web-based production environment sold as SaaS.
Virtually every detail, from individual text paragraphs to major planning items, are uniquely identified and linked by relevance. This makes everything accessible via well-structured APIs, enabling easy integration of image management or the addition of AI processes exactly where they fit best in the workflow.
The name "The Elephant" initially emerged because it felt like a massive undertaking for the project team — and as the Swedish saying goes, elephants are best eaten one bite at a time. However, the majestic animal’s characteristics — great memory, strength, intelligence, loyalty, and the ability to communicate over vast distances — made the name stick.

For more information, please contact:

Vicktor Olsson, Managing Editor, TT News Agency, vicktor.olsson@tt.se,  +46 705688957 

Anna Nordström, Head of IT, TT News Agency, anna.nordstrom@tt.se, +46 702544774

Kåre Henriksen, Development Editor, NTB, kare.henriksen@ntb.no, +47 93256136