By acquiring two major commercial pubcasters, the media giant will leverage the complementary strengths of TV4 and MTV while navigating a TV market undergoing a historic transition.

The Swedish authorities have approved Schibsted Media's acquisition of TV4 Media, concluding that Schibsted's purchase of the Swedish TV and streaming provider, the largest commercial broadcaster in Sweden, will not impact competition, according to Norwegian Medier24.

Schibsted announced in February that the Norwegian media group would pay approximately 6.6 billion Swedish kronor to acquire both TV4 Media and MTV Oy from Telia. The approved media deal aligns with Schibsted's broader strategy to strengthen its media portfolio across the Nordics amid increasing competition in the media landscape.

“TV4 and MTV are trusted and independent news providers and national cornerstones for the protection of democratic values, as well as known for high-quality entertainment and drama production,” CEO Siv Juvik Tveitnes, Schibsted Media, said, adding that Schibsted Media is an ideal long-term owner.

By acquiring two major commercial pubcasters, the Nordic media giant aims to explore the complementary strengths of TV4 and MTV in personalisation, advertising, content rights, and subscription models, appealing to both users and advertisers, according to a press release.

The deal also positions Schibsted within a TV market that is experiencing a historic transition in distribution and revenue streams. TV4, MTV Finland, and all the Nordic commercial pubcasters face a challenge as their advertising and subscription revenues shift from linear channels to streaming.

Schibsted Media's agreement to acquire TV4 and MTV is a significant strategic move, Bjørn-Martin Bache Nordby, Head of Communications at Schibsted Media, told Nordisk Film & TV Fond. "It's the natural continuation of our Nordic focus on quality journalism, sports, and entertainment content. The TV and video market is changing, requiring a broader approach that embraces all screens – large and small, linear and non-linear – to ensure a seamless and integrated viewing experience across platforms,” Bache Nordby said, adding that TV4 and MTV are strong players in digital content focused on streaming and on new formats that align with Schibsted's emphasis on digital growth and innovation.

Although the Swedish authorities approved the acquisition, some players stated that competition may be affected; for example, if the joint company, following the merger, offers combination ad packages that include traditional TV, where TV4 Media is a major player, according to M24.

Schibsted's revenue is expected to reach around 15 billion Swedish kronor with the inclusion of TV4 and MTV in the portfolio, nearly doubling Schibsted Media's revenue in 2023.

TV4 and MTV are among Nordisk Film & TV Fond’s parties.