TV4 duo launch Scandi indie Dare

By John Elmes February 14, 2020 Dare TV

Maria Mowbray and Cem Yeter bring 30 years’ combined experience to new venture Dare TV. The Long-time TV4 execs have left the Swedish broadcaster to launch their own indie. With Dare Television, Mowbray and Yeter – respectively, head of development and deputy head of channels at the Bonnier Broadcasting-owned subsidiary – are targeting a broad range of programming covering entertainment, documentary and drama, although it will focus on unscripted initially with a focus on entertainment and factual.

The duo aims to establish the indie in Sweden and other Nordic countries within five years. Dare TV will look to secure commissions from broadcasters and streaming platforms, including the new US SVoD majors currently rolling out internationally.

“With the media establishment in the middle of a digital transformation, things have never been as exciting in our industry as today,” said Yeter.

“How to meet the new behaviour of consumers and how to adapt to the increasing competition from the International streaming giants is an increasing challenge in the Nordic territory.

“Netflix and HBO are already commissioning both local drama and documentary series and Disney+ and Apple TV are about to establish themselves in the market.”

Both execs will be closely involved with the creation and production of Dare’s content, with Mowbray serving as managing director.

The exec spent 25 years at TV4 Group, holding a variety of roles including head of programmes and executive producer. As head of development, she had responsibility for commissioning the commercial channel’s entertainment, reality and factual output.

Prior to TV4, Yeter was head of development and MD of the Swedish arm of Banijay-owned production company Mastiff, and worked at Banijay pre-cursor Zodiak in Los Angeles.

“Together, we have more than 30 years’ experience of making and bringing to life some of the world’s most successful formats, from Pop IdolMasterChef and Strictly Come Dancing to SurvivorBest Singer and Paradise Hotel,” said Mowbray.

“This unique experience is the most valuable asset to our new company. Our customers have to feel assured that we will roll up our sleeves and work night and day to deliver the vision we have promised. Neither we, nor our customers can afford if we do not nail the first season of a new series.”

As part of an ambitious growth strategy, Dare has partnered with Swedish private equity firm Holtback Group to help plan international expansion.

Mowbray told Broadcast that Dare Television was focused on Sweden and the Nordics for its initial rollout and therefore has “no plans for producing in the UK” currently.

“But we will of course discuss our formats with potential interested parties,” she added. 

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