Web TV – a competitor or a complement to linear TV? : A study of how SVT and TV4 regards their web TV

The linear televison have dominated the supply of moving pictures, but this is about to change with the possibility to consume it via the Internet.I n this thesis we have studied how the two Swedish tv-network companies, SVT and TV4 are working with their web TV and if their online services have affected the linear TV. To limit the size of the study we chose two network companies that provide the most popular tv channels and web services in Sweden. To gather data from these two companies we conducted qualitative interviews with people at the networks. We came to the conclusion that SVT and TV4 doesn't find that their web TV services (called SVT Play and TV4 Play) are competing with the linear TV. They rather regard them as assets to broaden their services. We also found that even though web TV is growing in popularity, the majority of the consumtion of movable pictures still comes from the linear TV. Therefore web TV hasn't affected the linear TV significally yet, but we think that the TV as a medium will be consumed different in the future