She replaces Jonas Karlén who is stepping down after nine years at MTG’s Nordic streaming service including three as Head of Viaplay.

Gladnikoff who joined MTG in 2015 has been instrumental in developing Viaplay as the leading video streaming service in the Nordics. Between 2013-2016, the company grew its customer base by four times and its revenues by five times thanks notably to highly attractive content ranging from original series and acquired premium shows, films, live sport such as UEFA Champions league, Formula 1, and kids programmes.

Anders Jensen, MTG EVP, Chairman of the Nordic Entertainment Management Board and MTG Sweden CEO said: “We wish Jonas well in his new ventures and thank him for his nine years at MTG and leading the successful development of Viaplay. It is great that we have a ‘ready-made’ successor in Ira, who has extensive experience in the online video entertainment space and, as CCO of Viaplay, has been responsible for so much of Viaplay’s commercial success. Viaplay is a fantastic entertainment product created by a hugely talented team that works very closely with our other Nordic entertainment businesses and family of brands Viasat, Viasport, Viafree and Viareal. MTG is unique in combining the best of linear and on-demand entertainment so that everyone can watch their favourite shows whenever and wherever they want.”

Viaplay has rapidly become a key player in original content creation in the Nordics, investing in local dramas such as Swedish Dicks, Black Lake, The Great Escape and Veni Vidi Vici. Upcoming shows commissioned by Viaplay include season 2 of the Norwegian political drama Occupied produced by Yellow Bird, The Swedish thrillers The Lawyer and Alex, both produced by SF Studios, the Danish hostage drama Embassy Down produced by Nordisk Film and Icelandic noir Stella Blomkvist produced by Sagafilm.

Read our interview with Jonas Karlén: CLICK HERE.