TV4 is to ask users of its catch-up TV service to sign in before viewing content.
The Swedish commercial channel is looking to better commercialise TV4 Play by offering targeted advertising.
“By ensuring that advertising is more suited to individuals, we can offer better targeted products to advertisers. We will be able to sell audiences based on first-hand data and advertisers will also be able to purchase video content from an area that is open and transparent,” Mathias Berg, Chief Operating Officer, TV4 Group told Dagens Media.
Viewers will benefit from being able to pause content on one device and pick up on another.
It’s a functionality that is being introduced on many on demand services, including the UK’s Channel 4 that picked up 10 million registrants three years after including the option.
