Aftonbladet Radio might be a salvation for a feeble commercial radio industry.
The Media Authority has announced three new permits to broadcast commercial FM radio nationally; two broad music and entertainment channels and a current affairs and news channel for the period 2026-2034. The newspaper Aftonbladet will broadcast a news-focused channel in contrast to the two other entertainment-oriented radio channels. The decision means that commercial radio at least partly can now develop into what politicians envisioned 33 years ago; a private advertising-financed alternative to public service radio (Sveriges Radio P1 and P4).
Two companies were granted continued permits; Viaplay (RIX FM) and Bauer (Mix Megapol). Bolloré, the French media mogul, has ownership control in Viaplay and Bauer is owned by a German family group. NRJ, which lost its license, was part of a French media group. NRJ, which collaborates on the advertising market with Bauer, currently has only 2 percent of the Swedish radio audience. However, there remains the possibility for those who did not receive a license to later apply for a license to broadcast regional analog and digital commercial radio (FM or DAB).
There were more applicants than there is frequency space for and the Swedish Media Authority has made a selection so that there will be a greater variety in the offer than there is today. If the available space is not enough for everyone who wants to broadcast, the Swedish Media Authority made a selection so that there is diversity in the offer both in terms of content and ownership. The authority may also take into account whether an applicant has previous experience of commercial radio or other audio media and has the prerequisites to conduct long-term commercial radio operations.
Listening to linear radio has steadily declined in recent years. Commercial radio has also dramatically reduced its share of the radio audience by a full 3.3% over the past 12 months and now has less than 20% share. Public broadcaster has almost 80% listening share on a weekly basis. The three commercial networks today mostly presents a mix of main stream music and commercials. Their position on the market is weakening especially with completion from Spotify and other streaming media.
Aftonbladet is now taking a historic step into national radio and will build something new in the Swedish audio market. This is one of our biggest investments in many years, and a clear expression of our ambition to reach more people with journalism in everyday life, says Lotta Folcker, who is publisher at Aftonbladet. The new channel will combine news, sports and entertainment with music in a format that is described as “fast, accessible and easy to absorb in everyday life”.
Aftonbladet will broadcast live all day and be able to change the content in major news situations. When something happens, we will be able to be there quickly, explain what is happening and put events in context. The ambition is for the listener to feel that they are in control – regardless of whether they turn on the radio in the car, at work or at home, says Lotta Folcker.
According to the permit, in addition to the right to broadcast throughout the country, Aftonbladet Radio can be given the right to divide the broadcast into regional and local programs, if it is technically possible in terms of frequency. Ownership and influence in Aftonbladet Hierta Aktiebolag may not change more than to a limited extent. The company is now 91 percent owned by Schibsted News Media AB. Schibsted News Media AB is part of the Norwegian media group Schibsted Media AS. The Swedish Trade Union Confederation LO and some of its member organizations own the remaining 9 percent. In Sweden, Schibsted also owns the most important commercial television company TV4 and the daily newspaper Svenska Dagbladet.
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