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Channel Information

Country Focus 101: Sweden

By Let Ideas Compete CC BY SA 2.0

We’ve already taken a brief look at TV channels in Norway,  Australia, Canada and The Netherlands. Now it’s time for an at-a-glance guide to the Swedish TV landscape.

Kanal 5


  • Kanal 5 is Sweden’s main entertainment channel. It features a mix of locally produced and international programmes.
  • Monday 8pm has become the workplace reality genre slot, which appeals to the 15-44 demographic
  • They pride themselves on having the best foreign programmes such as CSI, Grey’s Anatomy and Desperate Housewives
  • Its schedule is weakest at the weekend, where they have to play foreign programmes that are bigger hitters than local programmes
  • They have developed the ‘workplace reality’ genre and are looking to develop more physical gameshow formats.

Hit Programmes

Ullared workplace reality show based in the country’s largest shopping centre

The Ferry – workplace reality show

Håkan’s Bar – spin off from The Ferry, in which one of the characters runs a bar in Thailand.


The Angry Carpenter – locally made DIY show

Room Service –  long running DIY show

Boston Tea Party – science entertainment show

Beat for Beat – music quiz show

Skavlan – entertainment chatshow

Tore på sporet – talk show

Dating in the Dark

Key Executives:

Lars Beckung, Head of Programming



  • Slightly female skewing broad entertainment channel aimed at 15-49s
  • Most programming is locally produced – focussed on lifestyle, consumer, reality, entertainment, movies and acquired series
  • Looking for foreign formats to adapt locally in access primetime (7-8pm)

Hit Programmes:

  • Superstars
  • America’s Next Top Model
  • Sweden’s Ugliest Homes
  • Swedish Hollywood Wives
  • Luxury Trap – financial advice show
  • Single Mums – dating show

Key Executives:

Camilla Clarke, Head of Planning



  • STV1 is Sweden’s largest mainstream channel; SVT2 is a factually skewed channel
  • STV1 Looking for 60′ factual entertainment shows for mid-week from international producers (which translates to 57′ or 58′ mins not a commercial (42 min-ish) hour)
  • As a public service broadcaster, SVT1 is also looking for new ways into arts, religion and culture
  • SVT2 – wants presenter-led shows and new comedy talent to front shows (not necessarily comedy programmes)

Hit Programmes (SVT1):

  • Skavlan – talk show
  • Antiques Roadshow
  • Danceband Challenge
  • Who Do You Think You Are?
  • On the Right Tracks entertainment quiz

Hit Programmes (SVT2):

  • Sinner or Saint – explores the 7 deadly sins with the help of a comedienne
  • Svenska Dialekmysterier – documentary series

Key Executives:

Markus Sterky, Content Strategist, SVT Commissioning



  • Sweden’s largest commercial channel with a target audience of 12-59 yr olds
  • The channel is looking to beef up its late afternoon and access primetime schedule with new acquisitions

Hit Programmes:

  • Robinson 2009 – new take on Survivor
  • Farmer Wants a Wife
  • Come Dine With Me
  • Antligen Hemma – long running DIY series
  • Momma’s Boys
  • Maternity Ward – US acquisition stripped in daytime
  • Let’s Dance (local version of Strictly Come Dancing)

Key Executives:

Malte Andreasson, Head of Scheduling

Information courtesy of C21 Media Primetime Strategies 2010/2011


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