Norwegian broadcaster TV Norge is launching a new free-to-air channel to appeal to an older skewing audience.
The broadcaster is launching Vox in January following the success of older skewing channels in Denmark and Sweden. The company has struck licensing deals with Shine International for BBC drama The Hour and CBS Studios International for Showtime period drama The Borgias and has also acquired David Letterman’s talk show.
“The interest for quality entertainment designed for those who no longer define themselves as youths is growing amongst viewers and advertisers. While NRK is fighting an increase in elderly people, the commercial channels manage largely to attract younger viewers. We now believe that the experienced viewers should get an even wider commercial offer,” said TV Norge managing director Harald Strømme. “Vox will primarily address the viewers in the target group 30+. There will be a choice of new and old classics, British series, crime, talk shows, comedy and films. will be a broad channel for the advanced television viewer who feels grown-up, whether they are 32 or 58,” he added.