SF Anytime to TV4 Play

Today, Swedish programming-on-demand service TV4 Play launches Hyrbutiken – the rental store – with over 4,000 films from SF Anytime that can be hired via TV4 Play via computer, tablet or smart phone. SF Anytime’s library of films includes the latest and most popular rental films, including the biggest Hollywood hits and smaller independent films and TV series.

“Our addition to TV4 Play with the possiblity of easily renting the latest top movies means we can give our viewers a bigger range of choices and flexibility when it comes to watching TV and movies in ways that work best for them when they want to watch,” says Cecilia Beck-Friis, executive vice president for business and technology development at the TV4 Group.

TV4 Play’s rental store is already open for business for desktop computer users. For i-Phone and i-Pad users, the store will be open shortly once approved by Apple, and Android users will be able to use it at the beginning of 2014.

“Today, people want to watch movies on different platforms and we aim to meet consumers’ expectations,” says Jonas Dahllöf, CEO for SF Anytime. “With this cooperation, TV4 Play’s customers get access to SF Anytime’s large selection of films and an already strong offering becomes stranger. It’s particularly exciting to launch in good time before Christmas, when Swedes watch a lot of movies.”