MTG goes regional in Sweden

Modern Times Group is increasing the number of regional broadcasts for TV3. The Swedish free-to-air channel previously split its offering across six regions. From today that total has been increased to 19.

The same content and schedule is available country-wide, but each regional service carries different advertising. MTG said splitting its service in this way allows advertisers to have more locally-targeted campaigns. It also noted that regional ads accounted for half of the SEK28 billion (€3.2 billion) media spend generated in the country last year.