What new trends have you noticed in your markets?

The consumer trend is changing very fast because of broadband penetration. Most households have broadband big enough to consume video streaming. This has changed the dynamics in the video streaming market as now you have an alternative to free TV channels which you can actually consume online. It’s also one of the first markets that Netflix came into because of this infrastructure.

We were there before Netflix landed in Sweden with our own OTT service. We were voted the best streaming service in Sweden, the first time somebody’s better than Netflix. We have invested a substantial amount to capitalise on these trends. Instead of being a traditional broadcaster, we decided to cater to these consumer trends and capitalise on them.

We are constantly producing more digital products as market research data clearly shows that businesses in general have shifted from traditional to online. Most of the online productions also cost less than traditional media business. This is something quite unique in digital production. We also broadcast in Eastern Europe where broadband penetration in the Nordic region is not as advanced, but we have decided to invest on the digital platform, so we are way ahead of the curve.