Stockholmsmässan and TV4 Group Form Company

Last week  Swedish daily Sydsvenskan and Numera Mässor started a new event company, Sydsvenska Mässor och Events. Now it's Stockholms turn, with the TV4 Group and event company Stockholmsmässan starting up a new company called Besöksupplevelser Sverige AB. With the start up, the TV4 Group will become co-host of the Nordic region's biggest food event, Det Goda Köket (the good kitchen), which starting this fall will change name to Mitt kök - the same as TV4's morning magazine food segment and the magazine from Expressen.

"Our large TV format engages people not just on their sofas in front of the screen," says TV4 Group's concept manager Håkan Rossberg. "The Äntligen hemma-mässan [home at last fair] has been hugely successful, and now with Stockholmsmässan we're taking the next step. We have a lot of new ideas that we hope to launch in the upcoming year. Swedish companies invest over SEK 3 billion a year in events and trade shows, and we know that many of our advertisers share our vision that combining TV and experience-based based in different forms can have a big impact."

Patric Sjöberg, CEO for Stockholmsmässan, says that the specific channel is of less importance for consumers.

"It's a subject area or interest that's the driving factor, then you want a complete experience with information, entertainment and news," says Sjöberg. "It's a milestone for us and means a whole new way of looking at the role of personal meetings in today's media landscape. Together with TV4, we'll be able to offer our visitors another type of experience."