Wallestam will continue to lead Viaplay Group’s content operations and will also oversee from now on, the group’s activities in its largest commercial region-the Nordics.

The film & TV executive will be replacing Kim Poder who is leaving the group after 24 years. She will be reporting to the CEO and President Anders Jensen.

Wallestam first joined Viaplay in 2014 as Head of Strategy for free-TV and radio in Scandinavia, before becoming EVP and CEO Sweden in April 2018 and then EVP and Chief Content Officer in October 2019.

She previously worked as a strategy consultant at Boston Consulting Group in London and New York, and at Daily Mail General Trust.

“My priority in recent years has been building Viaplay’s content leadership,” commented Wallestam. “I am extremely proud that today we are the number one Nordic storyteller and a major international player, and that the quality of our productions is so widely recognised. Combined with our world-class sports rights and continuous tech innovation, Viaplay is one of a kind. It feels natural to focus now on developing and getting the most from the position we have created. I can’t wait to get started and to work even closer with our talented Nordic team.”

Jensen added: “Following an intense period of expansion, Viaplay is today present direct-to-consumer in 13 countries and produces more than 130 original series and films every year. The next phase of our strategy focuses on unlocking the full potential of our new regional set-up by getting as close as possible to our local markets and customers. Filippa’s commercial skills, drive and broad experience will serve us very well. I am delighted that she is taking on this key role while continuing to lead our fully scaled content operations.”