MTG’s Scandinavian free-TV operations broadcast a wide range of entertainment programming. MTG’s free-TV channels TV3, TV6, TV8 and ZTV in Sweden, TV3 and Viasat4 in Norway and TV3, TV3+ and TV3 PULS in Denmark are broadcast alongside the Group’s pay-TV channels on the Viasat satellite platform and via third party cable, IPTV and mobile networks, as well as in the digital terrestrial networks in Sweden and Norway.
Viasat’s Scandinavian free-TV operations generated 4% net sales growth in 2009, but decreased by 1% at constant exchange rates, despite the continued decline of each of the Scandinavian advertising markets. The high level of outperformance reflected increased audience and advertising market shares in all three Scandinavian territories during the year.
Total operating costs for the free-TV business increased by 4% to SEK 2,999 (2,878) million. The cost increases primarily reflected the launch of new channel TV3 PULS in Denmark, and selective programming investments throughout the year in order to drive audience shares and revenues.
The business area therefore reported increased operating profits of SEK 820 (809) million, with largely stable operating margins of 21% (22%).
| Commercial share of viewing (%) |
2009 |
2008 |
| TV3, TV6, TV8 & ZTV Sweden (15-49) |
36.1 |
34.5 |
| TV3 & Viasat4 Norway (15-49) |
27.3 |
23.7 |
| TV3, TV3+ & TV3 PULS Denmark (15-49) |
23.3 |
22 |
| Penetration (%) |
31-dec-09 |
31-dec-08 |
| TV3 Sweden |
88 |
86 |
| TV6 Sweden |
88 |
86 |
| TV8 Sweden |
65 |
63 |
| TV3 Norway |
89 |
85 |
| Viasat4 Norway |
68 |
62 |
| TV3 Denmark |
68 |
65 |
| TV3+ Denmark |
65 |
63 |
| TV3 PULS Denmark |
53 |
- |
Significant events
On 23 March 2009, the Group launched its third free-TV channel, TV3 PULS, in Denmark. TV3 PULS is as a broad appeal general entertainment channel positioned between the female skewed TV3, and male skewed TV3+ channels, and targets both men and women in the 15-49 demographic.
The shut down of the Norwegian analogue terrestrial television network was completed on 1 December 2009 and the country’s television broadcasting has been fully digitalised. MTG’s channels are now made available in the Riks-TV digital terrestrial pay-TV offering, as well as via DTH satellite, cable TV and IPTV in the country.
The digitalisation of the Danish terrestrial television network was implemented on 1 November 2009. The Group has chosen not to apply to be included in the monopoly digital terrestrial TV offering in Denmark at this stage.
Significant events after the end of the year
A High Definition version of the TV3+ channel was launched after the end of the reporting period on 1 February 2010 in Denmark.