ExpressenTV's iPhone App a Hit

Less than a week after launching, ExpressenTV's iPhone-app is in the top ten list in the Swedish App Store. Since the launch, it's been holding its place between No. 3 and No. 7 as the most popular free app in Sweden.

"We released the app in April this year as a test that we've continually improved on, before we launched it officially this past weekend," says Anna Rastner, editorial manager for ExpressenTV.

With the app you can search for the majority of ExpressenTV's video clips. You can search by category or create favorite lists as well.

Along with the iPhone app and its own site, ExpressenTV puts out material on YouTube and on Expressen's mobile site, which got a redesign at the same time that the iPhone app was released.

"We've modernized the mobile site, made it quicker and better adapted for smartphones - most important, you can see our clips there as well," says Rastner.

Mobilab, which developed the app, has already had other app successes. TV4's  Fotbollskanalen (soccer channel) app was at No. 1 when it was launched during the World Cup and continues to be on the "hottest app" list at the App Store. Mobilab has even made the apps TV4 Play, Melodi 10 and Idol 2010.

Rastner says that the natural next step is live TV in cell phones.

"Live is hot, we see that on our site as well," she says. "When we broadcast directly from a press conference or when we cover the royal wedding from a helicoper, for example, we get a lot of viewers. And our app is built using the same technology as TV4 Play, so it's very promising."