MTG’s free-TV channels TV3, TV6, TV8 and TV10 in Sweden, TV3 and Viasat4 in Norway and TV3, TV3+ and TV3 PULS in Denmark broadcast a wide range of entertainment programming. The channels are made available 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. The free-TV channels are also available as catch up services, through the Play services TV3 Play, TV6 Play and TV8 Play in Sweden, TV3 Play and Viasat4 Play in Norway and TV3 Gensyn, TV3+ Gensyn and TV3 PULS Gensyn in Denmark.
The business reported a sales growth of 11% to SEK 4,247 (3,820) million, which corresponded to a sales growth of 16% year on year excluding currency exchange effects. The growth reflected continued year on year TV advertising market growth in all three Scandinavian countries. Negative currency exchange effects impacted segment revenue performance by -5% for the year.
Total operating costs amounted to SEK 3,165 (2,999) million. The increase reflected programming investments, the launch of the TV10 channel in Sweden in September 2010 and investments in the development of the TV3 PULS channel in Denmark, which was launched at the end of the first quarter of 2009.
The business segment therefore reported an increased operating profit of SEK 1,082 (820) million, with an increased operating margin of 25% (21%).
| Commercial share of viewing (%) |
2010 |
2009 |
| TV3, TV6, TV8 & TV10/ZTV Sweden (15-49) |
36.8 |
36.1 |
| TV3 & Viasat4 Norway (15-49) |
26.4 |
27.3 |
| TV3, TV3+ & TV3 PULS Denmark (15-49) |
24.5 |
23.3 |
| Penetration (%) |
31-dec-10 |
31-dec-09 |
| TV3 Sweden |
87 |
88 |
| TV6 Sweden |
88 |
88 |
| TV8 Sweden |
66 |
65 |
| TV3 Norway |
92 |
89 |
| Viasat4 Norway |
75 |
68 |
| TV3 Denmark |
69 |
68 |
| TV3+ Denmark |
62 |
65 |
| TV3 PULS Denmark |
45 |
53 |
Significant events A High Definition (‘HD’) version of the TV3+ channel was launched on 1 February 2010 in Denmark.
TV10, a new sports focused free-TV channel, was launched in Sweden on 7 September 2010, and replaced ZTV on the distribution channels. TV10 utilises the free-TV broadcasting rights of the Group’s existing premium sports rights, such as UEFA Champions League and Formula One. The channel also broadcasts NFL American football and Euroleague basketball along with other sports and documentary content.
Significant events after the end of the year A High Definition version of the TV3 channel was launched on 1 March 2011 in Sweden.