TV4 Play Now Out on Android

Photo: Jon Lindholm/TV4

TV4 Play has been launched as an app for Android phones. According to analyst firm Mediavision's latest quarterly report for 2010, the number of Android users increased to 690,000 in Sweden. The market for smart phones is expected to show strong growth in the next two years, projections are for up to 4 million registered users by 2012.

"It's nice that we finally took this step, the market for smart phones has enormous potential and we've seen lots of demand from Android users," says Cecilia Beck-Friss, director for TV4 digital media.

The TV4 Play app is free to download and contains exactly as the web an ad-financed catch-up section, giving the users the possibility to see entire programs for seven days following initial broadcast, as well as a premium function that offers previews and entire seasons of programs. 

"There are still limits to the mobile rights, so certain programs can be seen on the web but not on the phone," says Beck-Friis. "But we're working constantly to strengthen the content and get as many rights as possible for all platforms.

The app, which was developed by iDeal Apps, was launched on the Android market on Monday.