TV7

LAUNCH DATE: It was first launched by Schibstedt-owned Aftonbladet in 2006 and was relaunched by NonStop Television in February 2009.

 

OWNERSHIP: NonStop Television AB, a company within the Millennium Media Group (MMG) AB. 

 

DISTRIBUTION: TV7 is distributed in Sweden through the digital terrestrial network via Boxer and leading Swedish operators such as Canal Digital, Viasat, Comhem and Tele 2. The channel reaches 2.3 million households.

 

DESCRIPTION: Following its recent relaunch, the entertainment channel has a more distinct profile, targeting women with a mix of series, romantic films and lifestyle programs. 

 

CEO: Ignas Scheynius 

Head, Program Planning: Fredrik Persson 

Head, Distribution: Ramon Zwartkruis 

Head, Communication: Jonas Hildeland 

Head, Press: Ebba Bjelkholm 

 

PROGRAMMING STRATEGY: Recently expanded from being available only in Sweden to a pan-Scandinavian TV channel, TV7 is available 24/7 with exclusive series for the region. The entertainment channel has a focus on love, drama and passion, and to service this goal, broadcasts a mix of dramas, sitcoms, lifestyle shows and soap operas. The channel is also responsible for introducing a host of telenovelas into Scandinavia. 

 

It competes for viewership with niche channels from national broadcasters in the Nordic countries. But Ignas Scheynius, the CEO of NonStop Television, is adamant that the channel remains unique for the region. "TV7 fills the market gap with an entertaining, romantic and up-to-date TV channel focused on women age 25 to 39," he says. 

 

Its stripped schedule relies solely on acquired content, bringing in series, feature films and lifestyle programs from American and British suppliers, along with a number of novelas out of Latin America. "We have reached great success with the U.S. series Head Case [which it airs exclusively across Scandinavia] and telenovelas. Right now, we are broadcasting Second Chance from Telemundo and Lalola from Dori." Romantic comedies account for a good portion of its schedule as well, the likes of When Harry Met Sally and Four Weddings and a Funeral. 

 

"With the relaunch of TV7 we introduced a new website, which features web-TV with webisodes, program information, schedules and registration for newsletters that gives the viewer access to a consumer club with exclusive movie screenings and more," explains Scheynius. "Along with the launch of TV7 we also launched TV7 On Demand, which makes plenty of content available on demand. NonStop Television is constantly looking for new-media windows and we are working on more creative solutions. Our entertainment channel Star! became available 24/7 in mobile TV July 2005 and our channel Silver became Europe’s first mobile film channel in April 2007."

 

WHAT’S NEW: Within the next few months, TV7 will start broadcasting Paradise Falls, which it scored the exclusive rights to air across the region. Also headed to the network is the lifestyle series Plastic Makes Perfect, which puts the world of cosmetic surgery to the test. There will be a slew of new movies heading to TV7 as well, all with a female focus and/or romantic bend.