Having been around for 30 years, TV4’s brand was perceived as outdated. They were seen mainly as a linear TV channel, while TV4 Play had lower awareness and preference compared to other streaming services. TV4 Play was seen as a place to watch the TV4 programs you were already familiar with, not as a primary TV destination. The brand needed clear associations and emotional connections. It was essential to emphasize the destination, transitioning from passive viewers to active users, and from linear to streaming.

TV4 has a strong heritage as a linear channel, bringing Sweden together with engaging content accessible to everyone and contributing to a more enlightened society. In collaboration with Kurppa Hosk, we created "Hela Sveriges streamingtjänst" (A Streaming Service for All of Sweden), a new strategy for TV4 Play that builds on this foundation and steps into the future as a Swedish player in an international market. With greater flexibility and a wider range of content, TV4 Play now highlights the benefits of the linear channel while adapting to a new context, continuing to unite Sweden in a new way: each to their own, but always together.