ENT for Entertainment

ENT is a talent network that brings together Sweden’s best content creators on digital platforms and helps them grow and develop both in terms of content and business, offering the expertise and backing of Sweden’s No. 1 commercial TV station, TV4.

For the TV network, ENT is a way to reach younger viewers – 12–34-year-olds versus the 15–64-year-old audience of TV4 – on the platforms they prefer, like YouTube. It also allows TV4 to offer advertisers new tailored ad solutions for even further and more focused reach.

Already, ENT has signed up musical artists and comedy group De Vet Du (which translates to: you know it), one of Sweden’s biggest YouTube phenoms with millions of views, and the popular Instagram account Språk för alla (language for everyone).

“We’re going to be seeing a lot of new wonderful talent at TV4, we expect to have 50 by summer,” says Maria Wiss, who is in charge of ENT. “A lot of new content will be launched, mainly by the talent themselves on their own platforms, but also in projects and formats that we initiate, for example in comedy and beauty. And of course a lot of smart and well-done business collaborations with our advertisers!”