Swedish commercial broadcaster TV4 has launched TV4 Play as an umbrella brand for all of its online video content. The Flash-based player launched last Wednesday (April 22) and brings together content from across the group, though it will initially focus on the main TV4 channel, and sister service TV4 Plus.
Mattias Fyrenius, director of TV4’s new media services, said TV4 Play was designed to be both robust and simple. “We have also invested heavily in areas where users themselves should be active, in and around the viewing, and are the first media site to integrate Facebook Connect into the service, which opens up new interesting viewing behaviour. ”
Viewers will be able to access content from TV4’s most popular shows including Robinson, Talang , Idol and Let’s dance. A limited amount of content has also be condensed into short form clips specially tailored for the web.