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Eniro buys 48.1 percent of Bubblare

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16:25 CET+01:00
Eniro has acquired 48.1% of the shares in Netclips AB, which owns Sweden's answer to YouTube, bubblare.se. Eniro, the leading search company on the Nordic market, will also receive an option to acquire the remaining 51.9% of the shares.

At bubblare.se, users can view others' home videos and upload their own. Traffic figures released in September showed that Bubblare.se had up to 30 times more viewers for Scandinavian film clips than YouTube.

Today's most popular clip, a retrospective on the career of the Social Democrats' leader-in-waiting Mona Sahlin, has been viewed almost 150,000 times since being uploaded on January 26th.

“We see exciting opportunities in video communities, video searches and video advertising. With this acquisition, we can increase the dynamic content of our services, primarily on our portals, but also in search services, such as eniro.se. Bubblare.se is a popular site in Sweden and will generate additional traffic to Eniro's other services,” said Cecilia Geijer, Vice President of Eniro, in a statement.

Bubblare.se was started on September 1, 2006 and is also established in Norway, Finland and Denmark. The site operates along the same lines as YouTube. The only difference is the language.

“I am extremely pleased with this partnership and look forward to working with Eniro to develop Bubblare as a video community and Netclips as the Nordic region's leading supplier of user-generated video,” said Oskar Kalmaru, President of Netclips.

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