TV4 Sweden Gets Local

In the spring of 2008, TV4 Sweden expanded the number of its local TV stations from 16 to 24—without increasing staff numbers. Thanks to exclusive new broadcasting technology, the only one of its kind in Sweden, TV4 can produce and adapt news for local stations.

"The concept is that all 25 locations have their own editorial video reporters making reports. We have four central cities: Malmö, Gothenburg, Stockholm and Umeå. Reports are then forwarded to the center where the programs are assembled by the program and editors," says Josefin Ziegler, central Managing Producer for TV4 Sweden.

The TV4 group's editorial and sales departments for local advertising are also combined in a separate company, TV4 Sweden. The editorial staff has approximately 180 employees across the country. This fall, they are opening their 25th station in Skellefteå. Josefin Ziegler is central editor at TV4 Sweden.

"We have built specially designed small studios where program leaders tape themselves. A program and an editor put programs together for 2-4 places. Through new technology and multitasking employees, we have been able to streamline the technical broadcasting stage, getting more video reporters who are on the ground," says Josefin.

The new transmission method has had an effect on advertising revenues. Local advertisers can buy advertising across days in TV4's schedule from TV4 Sweden ad salespeople across the country. Åsa Severed, CEO of TV4 Sweden, is very pleased with the progress.

"We are on the previous year's level in terms of advertising revenue.  Not many other media companies can say that. We have taken market share from newspapers, which is great," says Åsa.

Josefin Ziegler says, "This is a working method and a production that could well go for export worldwide. I am convinced that this is the future way to produce TV news."