Finland’s MTV moving to local-only primetime

Finnish commercial broadcaster MTV has doubled its budget for local content and it refocuses its programming grid on domestic fare.

The broadcaster said the new local focus will start becoming evident in its autumn schedules, as part of a move to transition its primetime to entirely Finish programming, which it said will give it a cutting edge in its home market.

The new Finnish primetime strategy comes as Jarkko Nordlund puts his stamp on MTV, having taken on the CEO role of the Bonnier-owned broadcaster in January.

“The revamp of our mindset and methods is underway,” Nordlund said. “A television company must adapt to its viewers’ requirements and create and maintain experiences and phenomena that people can share.

“As our viewers are in Finland, we want to offer them the best domestic content that appeals to the broadest number of viewers. By autumn, all prime time programmes on MTV3 will be made in Finland.”

The broadcaster said the local-only primetime will bolster its ad sales business as well as giving viewers a strong line-up of local content. it added that it will also revamp its MTV Katsomo online service, allowing viewers to watch the Finnish shows on all connected devices and platforms.

“It is MTV’s job to be a trailblazer among the Finnish providers of fantastic audience experiences,” Nordlund said. “This way we can ensure that the production of well-made Finnish programs continues, and these programs will be broadcast on the best channel to the widest audiences in Finland.”

The autumn line-up includes local drama series Ex-Onnelliset and weekend entertainment show Take the Money and Run. Existing local shows Posse and The Ultimate Entertainer will also feature.

The local push will also extend to MTV’s Sub and AVA channels, both of which will air more local fare. AVA will focus on lifestyle programming and Sub on reality and unscripted.

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