TV4 to launch new general channel, shut down TV4 Sports Extra

Sweden’s TV4 Group is to launch a new sports and lifestyle channel, TV12, at the end of March and is to close its dedicated sports channel TV4 Sport Xtra.

The new channel will include lifestyle shows focusing on interior design and health during the week, with a sport-focused line-up at weekends.

The channel channel will show Zlatan Ibrahimovic league matches at Paris Saint-Germain, Swedish Superattan league football, the Swedish sport of trotting and Italian Serie A football among other sports content.

TV4 intends TV12 top become its third channel in the top 10 of Swedish services. The channel is deisgned to appeal to both me and women.

TV12 will begin airing on March 29. Weekday content will include 60-Minute Makeover with Peter André. The channel will also air feature films in the evenings.

For a number of distributors, TV12 will take over the channel slot formerly occupied by TV4 Sport, while a revamped TV4 Sport will take over TV4 Sport Xtra’s slot.