In a statement, the telco says it signed a cooperation agreement with China Broadcasting and Television Media (CBM, a subsidiary of China Broadcasting Network) in July to provide Nordic TV to 245 million Chinese cable TV households.
Nordic TV is part of Elisa’s international entertainment business and based on subscriptions like Elisa Viihde, which includes Nordic movies, TV shows, documentaries, sports and entertainment programmes.
According to Einari Kanerva, director of Nordic TV, the service was piloted to more than 10 million people in Shenzhen last year and it was found that Chinese consumers are interested in Nordic content and willing to pay for it.
Following the cooperation, Nordic TV is investing more in the acquisition, localisation and distribution of Nordic content. Its Chinese partner CBM is responsible for local activities and marketing, and according to Chen Kai, its general manager, “Nordic lifestyle and nature are of interest to Chinese consumers. In partnership with Elisa, we can offer our customers a new kind of content that stands out from other TV shows. Our goal is to build a Nordic brand across China”.
The launch of Nordic TV will begin at the end of this year in Shenzhen and continue afterwards in selected provinces. AI will be used in developing and distributing the content of the service.
Einari Kanerva added: “China is a very interesting but also a difficult market. Co-operation with a local leader will help overcome barriers to regulation and enter the market. This is a great opportunity for Nordic content creators and content owners who wish to contact us”.