TV4 pair Dare to launch prodco

By Ed Waller February 14, 2020

Two senior and long-standing executives from Swedish commercial broadcaster TV4 are leaving to launch their own production company, Dare Television.

Head of development Maria Mowbray and deputy head of channels Cem Yeter are leaving Bonnier-owned broadcaster to start Dare Television.

The Stockholm-based prodco will create and produce entertainment, documentary and drama for local broadcast and streaming platforms with the ambition of being fully established in Sweden and other Nordic countries within five years. The duo leave TV4 on March 13. Financial backing for the move has come through private equity firm Holtback Group.

Mowbray has been responsible for commissioning TV4’s entertainment, reality and factual output, and was previously the broadcaster’s head of programmes and executive producer. Yeter, meanwhile, has a background as exec producer, head of development and MD for Mastiff Sweden and Zodiak in LA. During this time, he created formats including Trash or TreasureDropped and Copycat Singers, all of which have been produced 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, who will be creative director at Dare TV.

“Understanding how to meet the new behaviour of consumers and adapting to the increasing competition from the international streaming giants is an increasing challenge in the Nordic territory,” he added.

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. The demand for locally produced content is going to be more intense than ever”.

“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. This unique experience is the most valuable asset to our new company,” said Mowbray, who will be MD of Dare.

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