To respond to the change in media consumption, Finland’s leading commercial broadcasting group MTV Media – owned by media giant Bonnier - has started a reform that will change its operating models and give its online services a bigger role. A new corporate identity will also be introduced to Finnish audiences by the end of the year.
MTV Media’s reform started last March with an extension to its on demand services and the launch of the VoD service Filmnet giving access to the vast C More Film package of films - from Hollywood blockbusters to local films such as Le Havre, Road North, Rat King and TV series such as Sweden’s hit comedy Solsidan.
Last month the commercial broadcasting group also updated its websites MTV3.fi and radionova.fi to make them more user-friendly, and later this year the free-to-air channels MTV3, Sub and AVA will be available to stream online. The reform will culminate at the end of 2013 with a new umbrella brand MTV that will update the visuals of each TV channel and brand. “This is really a major reform and we have been working on it for a long time,” said MTV Media’s CEO Heikki Rotko, (pictured). “The entire media sector now needs bold moves and this is our response to the on-going debate about the changes in media.”
The group operates ten TV channels in Finland including the main free-to-air MTV3 that boasted the highest reach among TV channels in Finland in 2012 thanks notably its drama series such as Joona Tena’s crime drama Roba that attracted over one million viewers at its highest viewership.