Nordic satellite pay-TV operator Viasat Broadcasting believes TeliaSonera‘s entrance into the digital television market in Sweden announced earlier this year, is a positive development.

“We would expect Telia to invest heavily in marketing and help drive market growth by increasing peoples’ understanding of digital television,” Andrew Barron, COO of Modern Times Group, the owners of Viasat Broadcasting told Satellite News. “This can only be positive for Viasat as we are a major provider in this market, with a full range of channels already available via DTH, cable, Digital Terrestrial Television (DTT) and IP.”

In the Swedish digital television market, there are now two satellite pay-TV operators, a number of IPTV options, cable and DTT. But even with the many choices available, Barron is still confident that its satellite pay-TV service and IPTV service will still prove attractive to consumers. “As each household gains multiple distribution options to access the channels and services they desire, having exactly the right content line-up becomes even more important,” he said. “As the largest owner and operator of channels in the Nordic region, we see the proliferation of distribution options as a positive for us. We have the strongest channel line-up and a highly competitive price offering and we will roll out our IPTV platform into the DSL environment and additional broadband fibre networks during 2005.”

TeliaSonera is one of a number of telcos looking to play a role in the digital television market. Indra Asander, TeliaSonera’s senior vice president for consumer marketing, is confident that the operator’s ability to offer a bundle of services could prove critical. She said, “As a telecoms operator, we approach this market from the broadband perspective. This is a brilliant example to provide our customers with benefits other than access. That is mainly the reason. Also in Sweden, we have a situation where the analogue distribution will be shut down in 2008. So, there are big changes take place in the market. This is making a very strong offer to the consumer from a telecoms perspective. What can Telia can provide to customers is a very complete portfolio that takes care of the entire communications needs of the home and that is TV, broadband, fixed or IP telephony and mobile telephony.”