By entering into the TV business in 2011, Swisscom opened up competition in the Swiss television market, which following significant investment led to a substantial expansion in the range of sports television programming. Thanks to the commitment of Swisscom and Cinetrade, sports fans today can benefit from a much wider selection of live broadcasts on both free TV and pay TV. For example, there is now four to six times as many football matches broadcast live on free TV, while it is now also possible to enjoy all 180 games from the Swiss Super League, as well as 36 Challenge League games, on pay TV.
Swisscom has now increased its strategic holding in Cinetrade, which it has held since 2005, from 49% to 75%. The parties have agreed not to disclose details of the purchase price. Cinetrade will not be integrated into Swisscom, and will instead continue to operate as a strategic holding under the existing management. Stephan Sager will remain a shareholder and CEO of the company. Programmes and their content will now be composed by Teleclub Programm AG, in which Cinetrade only has a minority holding. In future, Swisscom will thus also play no role in the organisation of programmes or their editorial content. Teleclub Programm AG will assume responsibility for the organisation of television programmes (pay TV, sport) and the editing of programme information for the Cinetrade Group.
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