Talpa Network’s SBS9 Rebranding to Viaplay TV

Viaplay Group and Talpa Network have agreed to a linear TV partnership in the Netherlands.

Under the pact, Talpa Network’s SBS9 linear TV channel will be rebranded as Viaplay TV as of April 5. It will show select content from the Viaplay streaming service’s portfolio of sports. Viaplay TV’s first live broadcast will be the second free practice session for the Japanese Grand Prix, featuring superstar Dutch driver Max Verstappen. April’s schedule includes live Premier League football, highlights from the Chinese Grand Prix and live PDC Premier League Darts in Rotterdam. Viaplay TV will also feature Dutch and international series and films from Talpa Network’s entertainment offering.

All Viaplay sports content shown on Viaplay TV will remain available in full on Viaplay.

Peter Nørrelund, Viaplay Group’s executive VP and chief sports and business development officer, said: “Talpa Network is a well-established Dutch player with outstanding reach. This partnership will showcase Viaplay’s premium sports portfolio, which is the most attractive and relevant anywhere in the Netherlands, to a broad audience and open up new revenue opportunities. With the new Formula 1 season running at full speed and a great year of sport ahead, the timing couldn’t be better for Dutch fans.”

Joost Brakel, CEO of Talpa Network, added: “We are fully committed to our open media strategy and this means that we constantly look in the market for opportunities to collaborate with attractive partners. The partnership with Viaplay Group is illustrative of this, just as we have previously entered into successful alliances with RetailMedia.One and BBC First. We are pleased to be able to offer these immensely popular sports to our viewers.”