The video-rich sites have launched in Denmark and Sweden with a Norwegian version to follow. In Norway, it will be called gossip.no.
The ad-supported video on offer will include celebrity documentaries, news stories and short clips. MTG said it will also be commissioning exclusive celebrity-related content.
Jessica Grunewald, head of online for MTG, free-TV Sweden, said: “JuicyPlay is a completely new video based service where we can draw upon our experiences around content, user experience and cross promotion”.
She added: “It’s a great new channel in our AVOD portfolio, and the launch is in line with MTG’ ambition of being the number one digital entertainer in the market.”