Viaplay brings the best of Nordic content to London

Vanda Rapti, exec VP at Scandinavia’s Viaplay Group for Viaplay Select and Content Distribution, gives her take on the changing market and the impact of the economic situation, and also highlights the company’s slate for the London TV Screenings this week.

Given the changing industry landscape, how is Viaplay Content Distribution’s content strategy evolving?
As a content distributor, we are in the unique position of being part of a large but not global streaming group, which has the upside of ‘best of both worlds.’ This means we have the benefits of the streamer on curation expertise, multi-territory licensing, commissioning leverage and understanding streamers and platforms’ needs, coupled with a high degree of flexibility and available rights to offer to partners around the world.

We therefore have the ability to manoeuvre via both traditional content licensing as well as by offering curated business-to-business service with Viaplay Select, or create SVoD channels as appropriate to maximise value of our high-quality and varied content inventory. This approach comes in extra handy in these changing and challenging industry times and allows us to rise as a leading international content partner that best understands and adjusts to our clients’ needs and objectives and optimises monetisation for our inventory.

What new content will you be showcasing at the London TV Screenings this week and what rights are available?
We’re thrilled to be showing episodes and/or clips that showcase a rich mix of premium series, including:
• Rebus – featuring the return of Sir Ian Rankin’s iconic detective in a new six-part drama series starring Richard Rankin;
• Ronja, the Robber’s Daughter – an epic family adventure saga;
• All That She Wants: The Unbelievable Story of Ace of Base – offering a fascinating docuseries told through intimate diaries and previously unseen footage;
• All & Eva – the Series Mania-competing dramedy starring Tuva Novotny;
• Mafia – a gripping crime thriller inspired by real events on the life of a notorious gangster and the lone cop who goes after him.

Additional series include Jana – Marked for Life, Börje, The Journey of a Legend, Under the Radar – Secrets of a Swedish Serial Killer, The Hunt and many other new and returning shows. I am gutted we don’t have a full day to screen full episodes of more shows.

For most shows, the vast majority of territories and rights are available. Of course, our Viaplay Select partners have priority and the shows are expected to be included in Viaplay Select schedules in most markets.

How will the origin story of Rebus differ from the original series from 20 years ago?
The internationally best-selling books by Sir Ian Rankin have sold more than 30 million copies worldwide and were ripe for a new adaptation. Viaplay and Eleventh Hour Films partnered with Sir Ian Rankin to deliver a modernised and fresh take on the iconic detective. The new six-part series is ambitious, exploring family, morality and class through an exciting and emotionally charged story, set against the Edinburgh landmarks that Rankin’s readers know so well.

In the current books and original series, Rebus is in his 60s and retired from the police force, but for the new series we’ve gone back to the beginning of Rebus’ story and career. We still feature all the same favourite characters from the books, but we’ve set it in the modern day and follow Rebus in his 30s, navigating the police force just 10 years after leaving the army.

From acclaimed writer Gregory Burke, the new crime thriller features a remarkable performance by acclaimed Scottish actor Richard Rankin as Rebus, after seven seasons of co-leading in Outlander.

How will Ronja the Robber’s Daughter evolve the fantasy genre when it debuts on Netflix?
Ronja is an epic, family fantasy saga based on the work of beloved best-selling Swedish author Astrid Lindgren. We’re extremely excited to offer this series in the global marketplace as the timeless series has huge universal appeal. Unprecedented for a Nordic series, Ronja has the size and grandeur of series like Harry Potter and Lord of the Rings but with a unique Nordic touch. Despite its medieval setting, Ronja embodies modernity and serves as a powerful role model. Fearless, independent and kind-hearted, she’s deeply connected to nature and unafraid to tackle big themes like friendship and loyalty.

We’re thrilled Netflix loves the series as much as we do. Given Netflix’s scale and success in establishing series, its premiere will mark a fantastic starting point to grow this into a worldwide phenomenon and help expand interest in other markets still available. Netflix has acquired rights for the UK, France, Spain, Nordics, the Netherlands and most of CEE, so many other markets are still available.

What is the international appeal of a crime drama like Mafia?
Mafia is a fascinating, thrilling crime series inspired by actual events. Given the global appeal of Mafia stories, we see this as an excellent opportunity to showcase a little-known Mafia story from Swedish history, a country where one least expects it. The stark transformation of 1990s Sweden from a peaceful, tranquil nation to a perilous place with a looming Mafia menace makes for an enthralling narrative. The story also takes place around the Yugoslav wars, which makes it even more relevant and appealing for global audiences. Additionally, the series is from acclaimed writers Axel Stjärne, Stefan Thunberg and Dennis Magnusson and stars Peshang Rad (Before We Die) and Katia Winter (The Boys, Dexter, Sleepy Hollow).

How important is balancing local and global themes in your London TV Screenings slate?
Finding themes and narratives that tell little-known but fascinating Nordic stories while being relatable for a global audience has always been in the DNA of content creation at Viaplay. The company is driven by the need to serve our core key D2C [direct-to-consumer] streaming markets while also reaching audiences (and buyers) around the world who value our stories, whether they’re thrilling crime series, riveting true crime documentaries or emotionally resonant family dramas.

What were the issues you faced when producing a true-crime series like Under the Radar?
Producing Under the Radar – Secrets of a Swedish Serial Killer faced many challenges as our story took place and had to shoot in both Sweden and the US. Documentary filmmaker and investigative journalist John Mork was supposed to travel to the US for a shoot in the middle of the pandemic. However, with a travel prohibition between Europe and the US, John had to go to Turkey and spent 21 days in quarantine in an Istanbul hotel room and then travel to the US to continue shooting.

We’re anxious for audiences to see the docuseries as it provides a haunting story about infamous series killer Peter Mangs, who is currently in prison for crimes in Sweden, while John connects him to potential unsolved murders in Florida during Mangs’ time there.

Are there any recent sales of the shows on your slate that you can share with us?
Viaplay Content Distribution is extremely excited about its recent sales for our slate. Intense Nordic noir series Veronika has been picked up by SkyShowtime in its markets, while Amazon Prime Video in the Nordics has acquired rights to nine series, including suspense crime drama Jana – Marked for Life, real-life biker drama Bullshit, the second season of political thriller Furia and the 1970s-set comedy-drama In the Name of Love.

As mentioned, Netflix has secured rights to Ronja, the Robber’s Daughter in the UK, France, Spain, Nordics, the Netherlands and most of CEE. The absorbing crime dramas Veronika and End of Summer have not even launched in the Nordics but have both been pre-sold into more than 40 markets.

How is Nordic programming, and global appetite for it, changing?
There is a tremendous and increased global appetite for high-quality Nordic series with universal appeal. Beyond our most famous genre, Nordic noir, global audiences are discovering that we can offer so much more, from riveting documentaries and innovative young-adult dramas to award-worthy historical dramas and epic fantasy series. Viaplay’s programming is captivating audiences in over 30 countries, from the US to Japan, Korea and Australia to Germany, Spain, the UK, Croatia and Switzerland, gathering acclaim for its exceptional production values, multiple awards, relatable characters, breathtaking scenery and raw storylines.

How has the economic situation affected the global market for content licensing?
All broadcasters and streamers are tightening their belts and have reduced ability for the levels of content licensing one would see in previous years’ buying sprees. It is partly natural that the markets needed to adjust. The economic situation has affected the commissioning of new content as well. This, in turn, causes some increase in acquiring – instead of producing or fully funding – scripted and non-scripted shows. With Viaplay Select, we are well positioned and quickly able to adapt to offer an ideal solution for local platforms and streamers, enabling them to efficiently enhance and expand their premium offerings.