Nordic Entertainment Group (NENT Group) has appointed Cecilia Gave as its SVP & Group Head of Viafree, the advertising funded streaming service.
Gave, who joined NENT Group in 2016 as Chief Operating Officer NENT Sports Sweden, will join the Group Executive Management team and report to NENT Group President and CEO Anders Jensen.
In her new role, Cecilia will be responsible for the overall strategic, commercial and business development of Viafree.
Alexander Bastin, SVP & Viaplay Chief Commercial Officer, will now focus fully on the business strategy, operational execution and commercial development of NENT Group’s premium subscription streaming service Viaplay.
Jakob Mejlhede Andersen, EVP & Viaplay Chief Content Officer, will continue to lead Viaplay’s increasing original production activities, while also managing NENT Group’s content acquisitions team.
Anders Jensen, NENT Group President and CEO: “Viaplay and Viafree entertain millions of viewers across the Nordic region every day and have the potential to reach many millions more. Cecilia has done a fantastic job at our sports organisation and I am very happy that she will now take on responsibility for Viafree, which is one of our most exciting services.”
Available across the Nordic region, Viafree offers exclusive digital-first content, selected original Nordic drama, reality shows, comedy, live sports and much more. The Viafree app has been downloaded more than 3 million times since its launch in 2016.
More than 1 million users in Sweden have signed up since Viafree introduced mandatory log-in, which will also be launched in Denmark, Norway and Finland in due course.