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TV3 is a television channel targeted at a Swedish language audience owned by Modern Times Group (MTG). It was founded on December 31, 1987 by entrepreneur Jan Stenbeck as joint Scandinavian channel, but Denmark and Norway soon got their own versions of TV3. It was one of the first channels on the Astra 1A satellite.

The channel was broadcast from London in order to avoid the tight Swedish advertising rules. It is located in Middlesexmarker, along with the other Viasat channels.

The programming output is mixed and several kinds of programs have been shown on the channel over the years. In 2006, it has settled as a channel mostly for entertainment with an outspoken slight female approach. In addition to imported series and sitcoms, TV3 does also show many major sporting events, factual programs, news updates, reality series, game shows and morning children's programs.

Acquired programming on TV3 include The Simpsons, NCIS, The Nanny, Weeds, Charmed and My Name Is Earl. Original programming includes reality and game shows like Expedition: Robinson (Bought from SVT after Season 7) as well as some factual and news programs.

TV3 is available in virtually all cable networks, as well as from MTG's own satellite platform Viasat. It is now also available on the competing Canal Digital satellite platform.Although MTG applied for analogue terrestrial licences several times, they never received one. When digital terrestrial television (DTT) started in 1999 TV3 did get a license and started broadcasting in 2000, but they decided to withdraw their terrestrial broadcasts in August 2001. In 2003, they applied for a licence again and started broadcasting in the DTT network again in March 2004. This time they decided to broadcast free-to-air, but the signal got scrambled in September, being only available to Boxer subscribers.

Logo used from 2000 to 2009.
After having used a 3 surrounded by a circle as its logo since the start of a channel, on September 7, 2009 it was dropped for a new logo consisting of a 3 with a dash underneath. The new logo was developed in cooperation with the New York-based graphics studio Trollbäck + Company and comes with a complete graphical makeover and the new tagline Starka känslor, starka karaktärer ("Strong Feelings, Strong Characters"). The remake also includes some adjustments to the programming in an overall attempt to give the channel a clearer and more targeted profile. The objective of the changes was to make MTG's television channels (also including TV6 and TV8) more popular than the TV4 Group in the 15-49 demographic.


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