Viaplay chief exits as MTG rejig continues

Ira Gladnikoff, head of Viaplay, is leaving Scandinavia-based broadcaster MTG as the company continues to restructure its Nordic entertainment business.

Gladnikoff will exit to “take on new challenges outside MTG” after less than six months in the role, with a number of other executives taking on new responsibilities.

Yesterday, TBI reported on a number of changes within the MTG Norway entertainment team.

These latest changes effectively bring the free on-demand service Viafree with SVOD net Viaplay.

Among the moves, MTG Nordic Entertainment has handed the VP of its Play Nordic unit, Alexander Bastin, commercial and strategic responsibilities at SVOD service Viaplay and its free cousin, Viafree.

In effect, he is named senior VP and head of Viaplay and Viafree, effectively replacing Gladnikoff, who had been leading streaming efforts since replacing Jonas Karlén in June.

Other changes see MTG Sweden’s head of operations, Filippa Wallestam, become SVP and head of Nordic entertainment operations, which means she oversees central marketing and brands, strategy and business intelligence.

Elsewhere, MTG Sweden head of finance Åsa Regen Jansson, adds CFO duties for Viaplay and Viafree.

Kaj af Kleen becomes SVP of head of a new division, MTG Tech Digital, which will oversee development, technology and data management for Viafree and Viaplay.

“By bringing together commercial responsibilities for Viafree and Viaplay in the same place in the organisation, we can create an even more distinctive integrated digital offering in all our markets,” said Anders Jensen.

“By bringing together commercial responsibilities for Viafree and Viaplay in the same place in the organisation, we can create an even more distinctive integrated digital offering in all our markets,” he added.

Jensen said the exiting Gladnikoff had been “instrumental in the development of Viaplay into the product and success we have today”.