NENT Group Inks Deal for Viaplay with Poland’s UPC


Nordic Entertainment Group (NENT Group) and UPC in Poland have signed a multiyear distribution deal to bring the Viaplay streaming service to UPC’s customers.

Viaplay is set to launch in Poland on August 3 with a slate of Viaplay originals, international films and series, kids’ content and premium live sports, including Bundesliga football. Premier League and Formula 1 will be added during the coming years.

Per the distribution deal, Viaplay will be available to new and current UPC customers in various TV packages. The service will also be available as an add-on subscription, and the Viaplay app will eventually be integrated into UPC’s TV 4K Box.

Kim Poder, NENT Group’s chief commercial officer, said: “We are pleased to work with UPC to make Viaplay available to over 1 million households across Poland. Given UPC’s leading market position in urban areas, this agreement perfectly complements our other partnerships in the country. Viewers in Poland have a lot to look forward to with Viaplay, and additional distribution deals are on the way.”

Bogdan Bucurei, chief marketing officer at UPC Polska, added: “Our partnership with NENT Group shows our long-term commitment to aggregate the highest quality content and deliver best-in-class entertainment experience to the market. We are particularly pleased to offer our customers access to premium sports content, including among others Bundesliga, UEFA Europa League and UEFA Conference League, as well as Premier League from 2022, which will all contribute to Viaplay’s strong debut in Poland.”