Aronsson to head TV3, TV6

Manfred Aronsson will replace Hasse Breitholtz as CEO of Swedish free-TV webs TV3 and TV6.

Aronsson, who has served as CEO of the Swedish arm of parent company MTG since Jan. 1, will take the helm of the two channels on Sept. 1.

TV3, which has a 9% aud share, is aimed at both sexes but is now likely to be steered in a more femme-friendly direction. TV6, which has a 7% share, is aimed mainly at men.

Aronsson said his intention is to push the combined auds of TV3, TV6 and smaller MTG web TV8 past that of the rival TV4 group, owned by Bonnier, within two years, at least among the 15-49 demo. TV4 has a 19% share.

Aronsson joined MTG in 1993 as a management trainee and rose through the ranks to become head of marketing at TV3.

He was tapped as head of sales for SBS’ Kanal 5 in 1995 and became CEO in 1999. He was later upped to executive chairman of Kanal 5 and Canal Plus Sweden, before ankling in June 2007.

Breitholtz, who will continue to serve as VP of MTG Sweden, has been CEO of TV3 and TV6 since April 2004.

He said when he signed on as topper, it was with the intention of being in the job for just a short period. “I thought I would be there for only a year. It became longer.”

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