The Modern Times Group is reorganising its online and ad-funded services, replacing the Play brand and putting all of these services under a new Viafree banner.
The broadcast group is rolling out the Viafree brand, which will sit alongside the paid-for Viaplay SVOD service.
In Sweden, the company said that as part of the Viafree launch, there will be new free and original content from Splay made available to local viewers.
Splay is the entertainment-driven MCN that MTG acquired last year, as part of the broadcaster’s plan to reposition as a leading digital entertainment company.
The first original digital series from Splay for Viafree will be reality series Jockiboi and Jonna for Better or Worse, following the life of YouTube stars Joakim ‘Jockiboi’ Berg and his partner, Jonna Lundell.
MTG has instigated a wide-ranging restructure in recent times, shedding jobs and refocusing its business on digital. The Viafree Sweden launch is seen as the latest development in that ongoing process.