Viasat Preps New Swedish Network

STOCKHOLM: Modern Times Group’s Viasat Broadcasting is set to launch a sports-focused, male-targeted channel in Sweden this September.

TV10 launches September 7 and will reach more than 50 percent of Swedish homes at launch, via Com Hem and Viasat’s own DTH platform. Viasat is working on signing other distribution agreements. Targeted at men between the ages of 25 and 59, TV10 will complement Viasat’s existing Swedish portfolio, consisting of TV3, TV6, TV8 and ZTV, as well as the pay-TV slate of Viasat Footboll, Viasat Motor, Viasat Hockey, Viasat Sport, Viasat Sport HD and Viasat Golf.

The channel kicks off with coverage of the UEFA Euro 2010 qualification game between Sweden and San Marino. TV10 will also broadcast selected coverage of NHL and HockeyAllsvenskan ice hockey games, UEFA Champions League football matches, and Formula One grand prix qualifying sessions that are currently broadcast on the TV6 and TV8 free-TV channels. TV10 will also broadcast coverage of Swedish and Euroleague basketball, NFL American football and ATP tennis.

“The launch of a fifth free-TV channel in Sweden demonstrates the strength of the Viasat media house," said Hans-Holger Albrecht, the president and CEO of MTG. "The new channel is focused on a distinct and complementary audience, which will deliver incremental reach for our advertisers. It will also enable us to optimize the use of our extensive portfolio of local and international sports rights. Swedish viewers will now be able to watch even more high-quality sports entertainment than ever before."