Sweden’s SVT launches web TV

Swedish pubcaster SVT has launched its own over-the-top service, SVT Flow.

The web TV service allows Swedish viewers to watch linear services from the broadcaster online as well as catch-up with its shows on-demand.

The SVT Flow platform and user interface was developed in-house by SVT and it launched this morning.

“It’s not every day we are launching a new web TV service ,” said Lena Glaser, program director for interactive selection and platforms on SVT. “I am proud , too, that we dare to try again and that SVT Flow is built by SVT’s own development department.”

Aimed at 25-50 year-olds, Flow will offer viewers a suggested playlist of ten programmes, which will be updated daily.

As well as regular content seen on SVT, there will be on-demand exclusives. The launch line-up includes premieres of international titles including British factual entertainment series The Call Centre, which is distributed by BBC Worldwide and Please Like Me, the ABC’s Australian comedy series.

SVT has also acquired drama series The Paradise from BBC Worldwide and Fresh One-produced cooking series Simply Italian.