TV4 signs up first talent for MCN

Swedish broadcaster TV4 has made its first talent sign up for Talengnätverk – Talent Network – the starting point for its new MCN initiative.

The broadcaster has signed up local music and comedy outfit De Vet Du as part of an initiative to bring Sweden’s top content creators on digital platforms together under the TV4 umbrella and offer advertisers a way of targeting a younger audience.

TV4 Group head of business development described the creation of the Talent Network as a “natural step” that fitted with the advertising business’s need for new creative solutions to talk to younger audiences.