We know that there will be so-called hydration breaks. During them we will show advertising in our linear broadcasts, that is, what is broadcast on the TV4 channel. If you watch the TV4 channel, for example via traditional TV or the TV4 channel on TV4 Play, there will be a very short advertising break during the hydration breaks, says TV4's sports director Johan Cederqvist to Expressen.
We can expect there to be reactions to that. I fully understand that people get upset when things change from something they are used to and appreciate very much.
For those who follow the broadcasts in TV4's sports package, however, there will be no advertising during the hydration breaks.
TV4 shares the World Cup with SVT.
