30 MAR 2022

NENT Group proposes rebrand to Viaplay Group

According to the firm, the proposal reflects NENT Group’s strategic focus on the Viaplay streaming service and its ongoing international expansion and continued Nordic growth.

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Anders Jensen

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Nordic Entertainment Group (NENT Group) will propose a rebrand of the company to Viaplay Group. According to the firm, the proposal reflects NENT Group’s strategic focus on the Viaplay streaming service and its ongoing international expansion and continued Nordic growth.

Viaplay is NENT Group’s most recognizable brand and the only one present in all its markets, and the company’s largest single revenue-generating unit. Viaplay is today available in 11 countries, with at least 16 countries planned by the end of 2023, and aims to have approximately 12 million subscribers by the end of 2025.

“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,”  commented Anders Jensen, President and CEO of NENT Group.

In the Nordic and Baltic countries, Poland and the Netherlands, Viaplay offers a unique combination of Viaplay Originals, international films and series, kids content and premium live sports. In the United States, the service provides a “best of the Nordics” line-up that includes both Viaplay Originals and selected third-party content.

The proposal is subject to the approval of NENT Group’s shareholders at the company’s Annual General Meeting (AGM) on May 18. Under the plan, 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 reorganized as Viaplay Studios in September 2021.

●  VIAPLAY MARKS LIV ULLMANN’S ACADEMY AWARD WITH ORIGINAL DOCUMENTARY

The news of the rebranding comes after Viaplay announced that its next original documentary was “Liv Ullmann: The Road Less Travelled,” an intimate portrait of one of Norway and Europe’s greatest screen talents. Ullmann received an Academy Honorary Award on March 25 in recognition of a long career as actress, director, scriptwriter and activist, during which she has worked with luminaries such as Ingmar Bergman, Richard Attenborough and Terence Young. The English-language series is created by Dheeraj Akolkar, who collaborated with Ullmann on the acclaimed 2012 feature ‘Liv & Ingmar’.

Our proposed rebrand shows exactly who we are – a fast-growing international entertainment company” Anders Jensen President and CEO of NENT Group