Modern Times Group (MTG), the international entertainment broadcasting group, today announced that it has increased the number of regional broadcasts for its terrestrial TV3 channel in Sweden from 6 to 19. The same programming content is broadcast across all of the regions but separate advertising has now been included in each regional broadcast. MTG has also combined its advertising sales forces to offer a unique and powerful combination of TV, radio and online advertising for the national, regional and local market customers.
Regional advertising in Sweden accounted for approximately half of the SEK 28 billion total annual advertising media spend in 2010 according to the IRM Institute for Advertising and Media Statistics. This regional market has historically been dominated by print media, with TV only accounting for approximately 5% of the market in 2010.
The launch of the 19 broadcasting regions follows the merger of MTG’s TV, radio and online advertising sales forces into one unit in 2011. This enables MTG’s Swedish multichannel media house to offer national, regional, and local advertising airtime across all three media types on either a combined or separate basis.
(Source: Modern Times Group)