Swedish broadcaster TV4 to merge its streamers C More and TV4 Play

Swedish broadcaster TV4 is merging its streamers C More and TV4 Play into one platform, to be branded TV4 Play.

Mathias Berg

The Telia-owned companies will merge in the late summer, at which time the C More brand will be discontinued. Viewers will be offered a new choice to watch TV4 Play with or without advertising.

Otherwise, the audience of TV4 will see little change, with its programming available on TV4 Play for free.

“TV4 is Sweden’s television channel and everyone can still gather in front of Masked Singer Sweden on Fridays, free of charge,” said Mathias Berg, newly appointed CEO of TV4.

“At the same time, we offer Sweden the opportunity to stream, for example, sports, drama, entertainment and news on TV4 Play. It is also possible to watch content with or without advertising.”

Details on future packaging and price levels for TV4 Play were not revealed.

TV4 and TV4 Play will launch 14 dramas this year but that number will likely fall in 2024, according to Piodor Gustafsson, director of scripted content for TV4/C More, speaking earlier this year at TV Drama Vision event in Goteborg.