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Jonas Gustafsson has been appointed CEO of Allente, the pay-TV distribution joint venture owned by Nordic Entertainment Group (NENT Group) and Telenor Group, effective today.

The three-year carriage deal follows last year's debut in Norway, serving a san expansion in the region. The channel will soon add more viewers to its existing 300 million.

Family-friendly wildlife and nature brand debuts in the Nordics as a linear platform, launching on Pay TV operator T-We by Telenor Norway.

Viaplay will be available to customers of Telenor’s fixed line and satellite TV platforms in the Nordic region. Telenor continues to distribute NENT Group’s premium and free TV channels. The partnership reflects NENT Group’s content offering and strategic focus on long-term distribution deals.

The combination will result in the parties each holding 50% of the shares of the new joint venture company and is expected to create substantial synergies and shareholder value, as well as provide an enhanced proposition for customers.