- TV4 Play Premium represents the next step in our strategy to develop TV4 Group TV operations on new platforms. Pay-TV is a natural component in TV4 Group operations, one that we are now developing on the TV platforms of the future. Android and Ipad are next in line, explains Cecilia Beck-Friis, Director of TV4 Digital Media.

TV4 Play Premium, replaces TV4 Anytime, the former stand alone pay web service. Premium gives the viewer access to ad-free TV offering a broader and deeper content, with the added bonus of exclusive previews and the entire TV4 Play back catalogue, all with substantially better sound and picture quality.

- With a bigger and better range of features, combined with real high-tech quality, TV4 Play Premium will offer subscribers a fantastic viewing experience. And this is just the first step, numerous features are in the pipeline and will be added to TV4 Play Premium during the year, and the content will also be further expanded, says Tommy Jarnemark, Head of TV4 Play and On demand.

Premium customers will also be able to see several programmes before everyone else. For instance, the Swedish hit comedy series Solsidan will be available on TV4 Play Premium a week before it is broadcast on TV. Other series to be offered as previews are Californication, House and The Good Wife.

The launch is accompanied by an introductory offer to try TV4 Play Premium for one month for SEK 79 (instead of the usual SEK 99) or six months for SEK 297 kronor (instead of SEK 495). [Note: 1 EURO = 9.3 SEK]

TV consumption on new platforms continues to rise. The proportion of online viewers has risen dramatically since the launch of TV4 Play in 2009. In 2010 TV4 Play saw a rise in visitor numbers of almost 25 per cent, with a peak of just under 800,000 unique visitors during the week when Swedish Pop Idol started in the autumn. TV4 Play was relaunched in October 2010, having been comprehensively redesigned using a new technical solution and a more stable platform. TV4 Play has also been made more user-friendly, with enhanced quality, thereby offering a better viewing experience.

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The TV4 Group has delivered engaging news, grand entertainment of great variety and quality, live sport and top-class drama to Swedish viewers for two decades. In addition to the main channel TV4, the group's portfolio includes 40 TV channels in the Nordic region - in the free-TV, bacic cable and premium segments - and 25 local stations in Sweden, as well as a wide range of web and mobile sites and on demand services, for example TV4 Play and TV4 Play Premium. For more information, visit tv4group.se.

Press contact:
Magnus Törnblom, Corporate Communications Manager TV4 Group, magnus.tornblom@tv4.se, +46 (0)70 266 27 12