The Finnish media field was briskly redesigned on Tuesday, and MTV’s role is to be a giveaway

Norwegian Media Company Schibsted Media and Swedish Tele Giant Telia talked about On Tuesday morning, he had agreed on the purchase of businesses in Swedish Finnish television company MTV and Swedish TV4 Media. The purchase price was approximately EUR 590 million.

TV4 Media TV4 is Sweden’s largest advertising-funded TV channel. The company also has numerous other channels.

There have traditionally been three big players in the Nordic Cost and Media Market- the Sanoma of the Erko family in Finland, the Bonnier of the Bonnier family in Sweden and the Schibsted family in Norway.

All of these family companies have sought to adapt to the drastic transformation of the publishing industry and the media.

Schibstedin The Media Business is driven by the Verdens Gang afternoon magazine bought by the company from Norway in 1966, the largest in Norway.

From Sweden, Schibsted bought the tabloid Aftonbladet in 1996 and the majority owner of the newspaper Svenska Dagbladet has been since 1998.

The Oslo Stock Exchange was listed in 1992.

To Finland Schibsted landed first by buying a marketplace in Tori.fin. In 2020 it bought a marketplace for jobs and housing from Sanomi.

Last summer, Schibsted divided its business into two different companies. The media business was transferred to the Tinius Trust Foundation, which was the largest shareholder in the former Schibsted.

Marketplace activities, on the other hand, were in a separate Schibsted Marketplaces company that later decided to change their name Revenge.

Losing MTV’s purchase can strengthen Schibsted’s position in the Finnish media market, but according to market estimates, the loss-making MTV came in the store as if on the market.

The actual purpose of the acquisition was to strengthen the Schibsted market position in Sweden and to own the Swedish TV4 Schibsted.

The Swedish TV4 has also had its own difficulties in the media, but it has enough to believe in a very profitable turning company.

There are many reasons.

In Sweden, the prices of TV commercials are clearly more expensive than Finland, and Swedish viewers are also known to be more Finnish to pay for content than Finns.

In Finland The future of commercial linear television is difficult.

Here, the market leader MTV, Nelonen, owned by Sanoma and Warner Brosin Discovery, are the main players here.

They all have numerous channels and lots of free content that sells cheap advertising space.

In addition to these, the prices of advertising venues are downgraded by the cheap online advertising provided by Media Giants like Google and Meta.

In Sweden Instead, TV4 is a market leader who often sells his advertising place. This allows the prices to be kept high.

“As the trains sell the tickets,” the Finnish TV professional compares.

At the same time, while consumers’ interest and time use of the largest paid streaming channels (Netflix, Disney+, Max, AppleTV+) grows, traditional TV companies have to look for new earning and partnership models.

In media companies Traditional linear television inspection is seen as a business in a transitional mode as news work in print media.

That business is constantly being seen to decline, while the aim is to direct customers to paid digital services.

On television, the transition is made by transferring viewers to order video services (Vod, video on Demand) as to MTV’s auditorium or Nelonen’s Ruutu+users.

Some of the content is free, but viewers are always offered different paid packages according to the market situation.

Vod services are already quite significant in size.

For example, Nelonen’s screen already has over 300,000 users, more than the Helsinki Sanomat printers.

Helsinki According to Sanomat, Sanoma did not participate in the negotiations now on the sale of TV4 and MTV.

In many EU countries, the competition authorities are still assuming that a single player must not have a dominant position on the linear television market, unless one has emerged themselves.

The stock can also change over time as linear TV views are reduced and the market is increasingly explored through market share of paid services.

MTV Sold to Bonnier in Sweden in 2005 and telecommunications to Telia in 2019. Neither of them made the activity profitable.

In Finland, the television industry competition has been tightened, for example, by fierce competition for sports rights.

The race was also confused by the strong aspiration of the Swedish Viaplay to take over the market. Now the situation is considered to have calmed down some vera.

In Finland, television business is now poorly profitable throughout the industry. The transition to paid services takes time.

One of the problems of television activities in Finland is the number of free channels and their abundant supply.

Time will tell how Schibsted Media is aiming to develop the market.

Helsingin Sanomat is part of the Sanoma Group. Added 25.2.2025 at 2:26 pm on the list of large streaming services Disney+.