I would argue that MTV will get a significantly more committed and competent owner in Schibsted than Telia has been. Operations will certainly continue to be reformed and streamlined. The market is difficult. There’s no getting around that.
How does this relate to Sanoma? In Finland, the main players in the commercial market alongside the company are market leader MTV and Warner Bros. Discovery. All have several channels and a lot of free content, between which relatively cheap advertising space is sold. As I understand it, TV advertising prices in Sweden are clearly higher than in Finland, and content is paid for significantly more generously than here. Schibsted already has experience in the Swedish market, but through TV4, that experience is only just beginning to accumulate. It remains to be seen what kind of drive the new owner will adopt for Maikkari (MTV) in Finland, and whether the focus will ultimately be more on TV4. Sanoma will certainly be actively monitoring this.
On InderesTV, it was again stated that the learning and media businesses will most likely be separated sooner or later. The question is mainly when. Sanoma has opened its own local editorial office in the Turku region, which indicates an interest in the local market. Based on this, one could assume that Sanoma has probably knocked on TS-Yhtymä’s door at some point. So far, without success. Who knows about these things. More in the video. The running order of the timings is below.
Topics:
00:00 Start
00:15 “TV advertising is not at a sustainable level”
04:04 Redistribution of regional media – is Ilkka next?
06:45 “TS-Yhtymä’s doors have certainly been knocked on”
08:24 Media business plays mainly a supporting role in companies
10:44 Advertising revenues are redistributed
12:55 “Sanoma will eventually separate the media business”