Advanced Television

NENT proposes rebrand to Viaplay Group

March 30, 2022

Nordic Entertainment Group (NENT Group) has proposed a rebrand of the company to Viaplay Group.

NENT Group says the proposal reflects its strategic focus on the Viaplay streaming service and its ongoing international expansion and continued Nordic growth. Viaplay is currently available in 11 countries, with at least 16 countries planned by the end of 2023 (including the UK), and aims to have approximately 12 million subscribers by the end of 2025.

Anders Jensen, NENT Group President and CEO, commented: “Our proposed rebrand shows exactly who we are – a fast-growing international entertainment company. Becoming Viaplay Group will deliver clarity, simplicity and visibility. In turn, this will make us even more attractive for partners, investors and talents. The global streaming market has never been so exciting and competitive, and innovation in all areas, from our platform to our brand, is vital.”

The proposal is subject to the approval of NENT Group’s shareholders at the company’s Annual General Meeting (AGM) on May 18th.

Under the proposal, NENT Group’s radio and advertising sales businesses will be rebranded as Viaplay Group Radio and Viaplay Group Ad Sales respectively. The company’s studio operations were reorganised as Viaplay Studios in September 2021.

As part of the rebranding, it is intended that the company’s share ticker on Nasdaq Stockholm change from ‘NENT B’ to ‘VPLAY B’.

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