Popular Swedish commercial channel TV4 has launched a premium version of its catch-up TV service. TV4 Play Premium will give viewers the chance to see a wider range of channels from the TV4 Group commercial free.
“With TV4 Play Premium, we’re take the next step in our strategy to develop TV4 Group television business on new platform,” said Cecilia Beck-Friis, director, TV4 Digital Media. “Pay TV is a natural part of the TV4 Group business and the future. We are currently developing additional TV platform, with Android and iPad’s taking their turn soon.”
TV4 Play Premium will replace TV4 Anytime, containing a broader range of channels, including exclusive previews, and improved picture and sound quality.
Popular comedy series Solsidan will be made available a week ahead of its linear transmission, as will US shows Californication, House and The Good Wife.
TV4 Play Premium has been priced at a monthly flat fee of SEK 99 (€11.09) or SEK 495 for six months, discounted to SEK 79 and SEK 297 as part of an introductory offer.
Since TV4 Play was first launched in 2009, the percentage of viewers has increased dramatically, with a 25% uplift in 2010. When the new series of Pop Idol began in October TV4 Play receive almost 800,000 visitors in a week.