NENT Group channels including TV3, V sport, series, and film, and the Viaplay streaming service is to be regulated by Sweden’s MPRT from 1 January 2021.
It’s the first time that NENT Group’s services will have been regulated by the MPRT. Channels including TV3 and the then premium service TV1000 were launched out of the UK in 1989 to circumvent Swedish advertising rules.
NENT Group’s offerings are currently regulated by Ofcom in the UK under the country of origin principle. This principle, which is part of EU law, allows media companies to offer services across the EU whilst being regulated in one EU jurisdiction. The country of origin principle will no longer apply in the UK at the end of the Brexit transitional period on 1 January 2021.
“We are an innovative, fast-growing, values-driven international company with Nordic DNA and it is natural that we are regulated in a Nordic country,” said Anders Jensen, NENT Group President & CEO. “This move will ensure the continued availability of our content to viewers across the region and beyond. We now have a stable long-term regulatory foundation from which we will embark on our ambitious and exciting international expansion.”
Viaplay is currently available in five Nordic countries, with the three Baltic states to come from early 2021, and NENT Group aims to add a further 15 countries in the next five years.