Viaplay Select will bring original content to five new international territories
Viaplay is launching a new branded content concept for selected international markets. The new concept - named Viaplay Select - will initially offer up to 450 hours of curated premium content to viewers in at least five new territories during 2022. It is anticipated that the move will increase the Nordic company's market presence to a minimum of 21 countries by the end of 2023, with the Viaplay app becoming directly available to consumers in at least 16 countries by the same date. Viaplay Select's launch begins with Japanese broadcaster WOWOW this April.
"The uniqueness of Nordic content is creating significant global demand for this type of storytelling - and nobody delivers higher quality or volumes than us," says Anders Jensen, CEO and group president of NENT Group (Nordic Entertainment). “Viaplay Select will be a fantastic showcase that helps partners stand out in a competitive streaming landscape, while increasing our content investment returns. Viaplay's new partner markets will be margin-accretive from day one. We continue to innovate and collaborate to bring our award-winning stories to viewers around the world."
At least 70 Viaplay Originals are set to premiere in 2022. Viaplay Select will include a wide range of these productions alongside selected third-party Nordic and international content. Up to 300 new hours of first-run content will be added to Viaplay Select every year.
"Viaplay Select will be a very appealing offering to partners,” details Vanda Rapti, senior vice-president and head of acquisitions, distribution and partnerships at NENT Group. “Our fast-growing slate of Viaplay Originals, coupled with global IP control and multi-market relationships, mean we can offer a unique pipeline of content with a proven track record of attracting quality-conscious audiences."
In Viaplay's current direct-to-consumer markets, the service has a broad offering of Viaplay Originals, Hollywood films and series, documentaries, reality, children’s content and premium live sports (the Nordic and Baltic countries, Poland and the Netherlands).
Viaplay is scheduled to launch in the UK in the second half of 2022. This will be followed Canada, Germany, Austria and Switzerland during 2023, with more information on its content offering to come.
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