TV4 Buys RTV from Expressen

In-store TV company Segelman Retail Television AB (RTV), which until now has been owned by Expressen, will become instead a part of the TV4 Group. Along with the change of owner, the company will change its name to TV4 Retail Television AB.

RTV is Sweden's leading in-store TV company, working primarily with food-related programming - ads, tips, customer videos and news - which can be seen in over 150 food stores throughout Sweden. The viewership is 5.6 million viewers/consumers per week.

Mathias Segelman, who will continue as the CEO after the ownership change, says that the acquisition creates a number of synergies that provide advantages for food store chains and advertisers.

"Through TV4's different channels and platforms as well as RTV's in-store business, advertisers will have the opportunity to communicate with customers in a whole new way, from the sofa in front of the TV all the way to individual stores," says Segelman.

The company will be part of TV4 Sverige AB, which today runs 25 local TV stations in 30 advertising markets that TV4 can adapt advertising to locally.

"Requests for local TV advertising have increased significantly as more advertisers realize the big advantages it offers," says TV4 Sverige's Åsa Severed, who will be the new chairwoman of the board for RTV. "Plus it has become simpler and cheaper to broadcast local advertising. By combining TV4 Sverige's knowledge of TV as a medium, strong content and local presence countrywide with RTV's own knowledge and in-store TV presence, we can strengthen our offering not least to local advertisers with new more effective ad solutions and an increased contact with viewers."