Discovery finds new identity for SBS

SBS Discovery TV in Sweden is to be renamed as part of a corporate rebrand this summer.

The company will be known as Discovery Networks Sweden, which will make up part of a newly formed Discovery Networks region in Northern Europe including arms in Norway, Denmark, Finland, the UK, Ireland and Benelux.

“This means the beginning of a wider European focus for Discovery and a new context in which Sweden gets a clear voice,” said Jonas Sjögren, CEO of Discovery Networks Sweden.

Discovery Communications concluded a deal worth €1.325bn (US$1.7bn) to buy 12 SBS Nordic channels belonging to ProSiebenSat.1 Group in December 2012.

Discovery Networks International reorganised its operations in Europe before Christmas, with Nordic president Henrik Ravn exiting the company to be replaced by Dee Forbes.