MTG Expands Reach of TV3

STOCKHOLM: Modern Times Group (MTG) is increasing the number of regional broadcasts for its free-TV channel TV3 in Sweden, from 6 to 19.

The launch in the 19 broadcasting regions follows the merger of MTG’s TV, radio and online advertising sales forces into one unit. The move enables MTG’s Swedish multichannel outfit to offer national, regional and local advertising airtime across all three types of media. For TV3, the same programming content is broadcast across all of the regions, but separate advertising has been included in each regional broadcast.

Hans-Holger Albrecht, the president and CEO of MTG, commented: “We announced this initiative in May last year and have been preparing for it since, by restructuring our sales teams and implementing the necessary technical and organizational changes. Not only has this local and regional advertising market been dominated by print media in the past, but the small TV share of the market has also been dominated by the incumbent broadcaster. This structure is like the national TV advertising market of years gone by and we are determined to change it to be more in line with a recognizable modern media market. Furthermore, the packaging of our media and combining of our sales forces offers advertisers a unique and game-changing reach in drive time, day time and prime time, which reflects the way in which people are increasingly consuming media.”