MTG Nordic Entertainment has put in place a new organizational structure, with a clear digital strategy and focus on the Nordic region, while Ira Gladnikoff, the head of Viaplay, exits the company.
As part of the new structure, Alexander Bastin, currently the VP of Play Nordic, will take on commercial and strategic responsibilities for MTG’s streaming services Viaplay and Viafree in the Nordic region as senior VP and Head of Viaplay and Viafree.
At the same time, the new unit MTG Tech Digital will take on responsibility for product development, technology and data management for Viafree and Viaplay. Kaj af Kleen becomes the senior VP and head of MTG Tech Digital.
Anders Jensen, the executive VP and CEO of MTG Nordic Entertainment, said: “By bringing together commercial responsibilities for Viafree and Viaplay in the same place in the organization, we can create an even more distinctive integrated digital offering in all our markets. At the same time, we are moving digital technical development up in the organization. MTG today is in many ways as much a tech company as an entertainment business, and it is therefore natural that the technical responsibility for our digital products is represented in our Nordic leadership team. I am very much looking forward to strengthening our position as a digital entertainer even further together with Alexander and Kaj, both of whom have been instrumental in the Viafree and Viaplay success stories so far.”
Additionally, Åsa Regen Jansson, the head of finance for MTG Sweden, takes on expanded responsibilities as CFO of MTG Sweden and Viaplay/Viafree. Filippa Wallestam, the head of operations for MTG Sweden, takes on a Nordic operational role as senior VP and head of Nordic Entertainment operations.
Jensen said: “Creating an even stronger Nordic operations unit, led by Filippa, will give clarity and consistency to our brands and offerings across the entire region. Our local presence is a key strength and we are now reinforcing this further with local sales and marketing resources for Viaplay too, while ensuring that we have pan-Nordic coordination in relevant areas.”
Gladnikoff, the senior VP and head of Viaplay, has decided to take on new challenges outside MTG.
Jensen commented: “Today, Viaplay is one of the leading streaming services in the Nordic region in terms of both functionality and content. Ira has been instrumental in the development of Viaplay into the product and success we have today. I would like to wish Ira the very best for the future and thank her for her fantastic contribution and for all her hard work at MTG and Viaplay over the years.”