The channel is designed to help TV4’s Canal Plus pay-channels compete more strongly in Denmark with rival pay-broadcaster, Modern Times Group-owned Viasat.
TV4 Group had earlier acquired the portfolio of sports content held by DDtv, a Danish subsidiary of pan-regional telco Telenor, which includes rights for Danish domestic football, 2010 and 2012 Olympics, and the 2010 and 2014 World Cups.
DDtv had acquired the bulk of its sports rights content in 2007 from public-service broadcaster DR, which had been forced into a fire sale of its sports rights portfolio after massive over-spending.
For more details see the next issue of TV Sports Markets.