New Head of NENT Group’s Viafree


Nordic Entertainment Group (NENT Group) has appointed Cecilia Gave as senior VP and group head of Viafree.

Gave joins the group’s executive management team and reports to NENT Group President and CEO Anders Jensen. She joined NENT Group in 2016 as COO of NENT Sports Sweden. She will now be responsible for the overall strategic, commercial and business development of Viafree, NENT Group’s leading pan-Nordic advertising-funded streaming service.

Alexander Bastin, senior VP and Viaplay’s chief commercial officer, will now focus fully on the business strategy, operational execution and commercial development of NENT Group’s premium subscription streaming service Viaplay.

Jakob Mejlhede Andersen, executive VP and Viaplay’s chief content officer, will continue to lead Viaplay’s increasing original production activities, while also managing NENT Group’s content acquisitions team.

Jensen said: “Viaplay and Viafree entertain millions of viewers across the Nordic region every day and have the potential to reach many millions more. Cecilia has done a fantastic job at our sports organization, and I am very happy that she will now take on responsibility for Viafree, which is one of our most exciting services. This will enable Alexander to focus fully on realizing the full commercial potential of Viaplay, while Jakob will ensure that we take our original storytelling to the next level.”