All Media Baltics, the Providence Equity Partners-backed outfit that took control of Modern Times Group’s assets in the Baltic states last year, has rebranded the Viasat Sport Baltic premium sports channel as TVPlay Sports.
The company has said that it will continue the strategy of Viasat Sport Baltic to be the market leader for premium sports in the Baltic states. The rebranded offering will air over 3,200 live hours of sports during the upcoming season, covering events including the UEFA European Super Cup, to be played between Real Madrid and Atlético Madrid in Tallinn in Estonia on August 15, the FIBA World Cup and World Rally Championship.
Toms Circenis, TVPlay Sports programming director, said that the premium channel would come with a new brand and appearance, and that a second version would be made available with Russian-language commentary for Russian speakers.
MTG completed the sale of its broadcasting business in the Baltic region to Providence Equity Partners for €100 million in October. In addition to the pay TV service, the new group controls a number of free-to-air channels in Estonia, Latvia and Lithuania.