TV4 has said that its new documentary channel will be broadcast from Finland, as part of an attempt to get round strict Swedish rules on advertising.
The new channel, TV4 Fakta, will go live in mid-September and will specialise in factual programmes. It will be accessible in 1.2 million Swedish households.
The company’s chief executive, Jan Scherman, told Svenska Dagbladet that TV4 wanted to transmit from a country with “normal regulations.”
Sweden forbids television adverts for alcohol and products aimed at children. There are also strict rules on the amount of time allowed to be given over to advertising, and on the sponsorship of programmes. Regulations in Finland are much more relaxed.
TV4, which is majority-owned by Swedish media giant Bonnier and investment company Proventus, says that basing the new channel in Finland will allow the company to make more money from advertising.
“This will mean that TV4 Fakta will be able to broadcast fifty percent more advertising,” said Scherman.
The new channel will be transmitted by Finnish broadcaster MTV3, which is also owned by Bonnier and Proventus.
TV4, which plans to launch more new channels in the coming year, defended its decision to broadcast from outside Sweden, saying that all the company wants to attract viewers from across the Nordic region. But he denied that existing TV4 stations would be moved abroad.
Several other Swedish television stations are transmitted from outside the country in order to escape advertising restrictions. These include channels owned by MTG such as TV3 and ZTV, which are broadcast from London.