We have talked for a long time about being innovative and bold. Now we do what we say. With this decision, we get closer to our fans and the new target group that we are looking for, says Lindeberg.
According to the league, the decision is based on the fact that more and more young people are taking part in sports on other platforms than the traditional ones.
Will the decision to leave traditional TV mean reduced revenue?
Initially, partially. But it is here that we see the greatest potential to find new target groups. Now we own the rights ourselves and can develop our own formats and capitalize on the increased interest through, for example, advertising revenue.
Previously, TV4 and SVT shared the broadcasting rights.
