TV4 has announced its decision to cease broadcasting via the terrestrial network, opting instead to focus on streaming services. This move is expected to save costs but leaves certain demographics, particularly rural and older viewers, without free access to the channel. The decision follows Schibsted Media's acquisition of TV4 from Telia, highlighting a shift towards a more commercially driven strategy. Public service broadcasters SVT and SR express concerns over increased costs as they bear the full burden of terrestrial network expenses.
TV4's Exit from Terrestrial Network: Impact on Viewers and Media Landscape
Media Expert: Who Suffers When TV4 Leaves the Terrestrial Network
TV4 is expected to save a significant amount of money by leaving the terrestrial network. This decision leaves a target audience that can no longer access the channel for free.
– TV4 is ad-funded, and those who still watch terrestrial TV are simply a less attractive target group, says media expert Olle Lidbom.
TV4 announced on Thursday that the channel will stop broadcasting on the terrestrial network and focus on streaming.
– They save quite a lot of money by not having these broadcasts. Moreover, it's a target group that isn't very attractive, says Olle Lidbom, who runs "Mediepodden."
TV4 claims that today, very few people receive the channel through the terrestrial network, and for those with cable TV, satellite, or fiber, nothing will change.
– It's the countryside, the elderly, and those who can't afford a subscription who are the losers. Some will stop watching TV4 and be entirely reliant on public service, says Olle Lidbom.
The Decision – After the Acquisition
Norwegian Schibsted Media announced earlier this year that it is buying TV4 from Telia for 6.5 billion SEK. Olle Lidbom believes that the plans to leave the terrestrial network go back further but that the decision was easier to make now.
– I think Schibsted is not state-owned, so they don't have as many political considerations as Telia. Schibsted, as a Norwegian media owner and entirely commercial player, has had the opportunity to make this saving, he says.
Both SVT and SR have warned of increased expenses after TV4's announcement, as they will solely bear the costs of the terrestrial network.
– I believe that in the public service investigation and from a political standpoint, it has been understood that this would happen, and that one needs to be prepared to find more money, he says.