TV10 will be a sports-focused free-TV channel targeted at men between 25 and 59 years old, and will therefore complement Viasat’s existing media house in Sweden, which comprises the TV3, TV6, TV8 and ZTV channels. The sports focus also fits with Viasat’s pay-TV offering of 6 dedicated sports channels in Sweden – Viasat Fotboll, Viasat Motor, Viasat Hockey, Viasat Sport, Viasat Sport HD and Viasat Golf.
The launch of TV10 will coincide with the UEFA Euro 2010 qualification game between Sweden and San Marino, which will be broadcast live on the new channel. TV10 will also broadcast selected coverage of NHL and HockeyAllsvenskan ice hockey games, UEFA Champions League football matches, and Formula One grand prix qualifying sessions that are currently broadcast on the TV6 and TV8 free-TV channels. TV10 will also broadcast coverage of Swedish and Euroleague basketball, NFL American football and ATP tennis, all of which is currently available on the Viasat Sport generic pay-TV sports channel.
Hans-Holger Albrecht, President and CEO of MTG, commented: “The launch of a fifth free-TV channel in Sweden demonstrates the strength of the Viasat media house. The new channel is focused on a distinct and complementary audience, which will deliver incremental reach for our advertisers. It will also enable us to optimise the use of our extensive portfolio of local and international sports rights. Swedish viewers will now be able to watch even more high quality sports entertainment than ever before”.