When the traditional TV viewers choose the computer before the TV requires new zapp opportunities. It believes MTG is now launching a digital platform for its advertising-supported channels.
First came MTG’s pay-TV platform Viaplay. Now Viafree, the Group’s digital platform which brings together television programs from TV3 Play, TV6, TV8 and TV10. The plan is for the platform to get more people to take part of MTG’s advertising-supported TV content online.
“Our starting position for the whole bet is that this is a more efficient and user-friendly way to package all the content we have. With the various play-channels, there has been little upphugget “says Anders Jensen, CEO of MTG Sweden.
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MTG has in recent years had problems with its Scandinavian TV advertising business. It is one of the Group’s main sources of income and although MTG’s results for the television channels rose slightly in 2015 compared with 2014, from 633 million to 667 million, it is far from the results the group looked for advertising-financed television four years then, in 1077 m. And declining audience shares in turn leads to fewer advertising revenue.
“It is absolutely one of the largest revenue streams that we have and we want to move it to a digital context. People migrate at a furious pace to digital platforms and where we want to invest, “says Anders Jensen.
Anders Jensen, CEO of MTG Sweden. Photo: MTG
MTG in 2015 focused on transforming the company from a traditional TV companies to a digital video entertainment group. Viafree, which will be launched after the summer, can be seen as part of that work. In addition to television content from the play-channel service will also include content from other parts of the MTG family Splay, but there are also discussions with local and international content providers.
“There are no major television houses in Scandinavia today that share content with each other. It is not only traditional television content we think is interesting, but all the moving picture that can generate interest among viewers and thus have a commercial value. “
” Above all, I believe that we will find so very many new sources of exciting content and make Viafree a rather unique service in Scandinavia, “says Anders Jensen.
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