Viaplay Group will also show sports on free-to-air channels in the future. In Finland, a new ad-funded linear channel, Viaplay TV, will launch in November, offering viewers selected sports events for free.

Viaplay TV will start broadcasting on November 6 at 14:00 on channel 21.

– Viaplay TV will provide Finnish viewers with selected highlights of sports from football to motorsports and winter sports to darts. For example, Viaplay TV will show matches from the Bundesliga, Championship, and UEFA Conference League, ski jumping, darts, and MotoGP races. The offering will also include Formula 1 practices and individual NHL matches, Viaplay Group reports.

In addition to live sports events, the channel will feature sports-related ancillary programs, documentaries, and replays.

According to Viaplay Finland’s CEO Mikael Svensson, the aim is to attract as broad an audience as possible to the free-to-air channel. This practically means that larger events and more well-known clubs may be prioritized when selecting matches.

– We always focus on providing the best experiences, the best entertainment. When it comes to the differences between paid and free-to-view services, the goal is to reach more people through the free-to-view service. But not all our sports will be on the free-to-air channel. If you want to see everything from the Premier League, NHL, and Formula 1, there is a paid service for that, Svensson says to Suomikiekko.

Lauri Saastamoinen, Jaakko Perttilä

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