TV4 Sweden executives to launch multi-genre production studio

By Daniele Alcinii February 14, 2020

TV4 executives Cem Yeter and Maria Mowbray are exiting from the Swedish network to launch their own Stockholm-based production company. Dare Television will launch on March 13 with a focus on creating and producing entertainment, documentary and scripted dramas for both broadcast and streaming platforms.

The production studio aims to cement itself as a key player within the Swedish and Nordic territories over a five-year period and has partnered with private equity firm Holtback Group to further bolster those plans for international expansion. The pair will also take a hands-on approach with the creation and production of all Dare Television series.

“With the media establishment in the middle of a digital transformation things have never been as exciting in our industry as today. How to meet the new behavior of consumers and how to adapt to the increasing competition from the international streaming giants is an increasing challenge in the Nordic territory,” said Yeter in a statement.

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

Currently, Mowbray is head of development with responsibility for in-take and commissioning of the channel’s entertainment, reality and factual output.

Mowbray has worked in a variety of senior roles at TV4 since joining the Swedish broadcaster in 1990, including executive producer, head of programs, head of TV4 International and head of commissioning.

Yeter, meanwhile, currently serves as TV4′s deputy head of channels. Previously, he has served as head of development and managing director for Mastiff Sweden and CEO of Zodiak USA in Los Angeles, and has been responsible for creating such international formats as Trash or TreasureDropped and Copycat Singers.

“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,” commented Mowbray. “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. Our future plans are definitely to produce drama but from day one we will focus on our key strengths in entertainment and documentary production.”

Yeter added: “I have dreamt about starting my own production company several times during my career, but there have always been interesting projects and opportunities that got in the way, and so it is especially exciting to be creating Dare Television now, together with Maria. I think the company name symbolizes many things. Partly that we have dared to take this step and start our own company, but also that we dare to think new and think big.”

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