MTV3
A Finnish commercial television channel operated by MTV Oy.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
MTV3 is a Finnish commercial television channel and the principal broadcast brand of MTV Oy. Its name derives from Mainos-TV, meaning commercial or advertising television, while the number three refers to the channel's position as Finland's third nationwide television service after Yleisradio's two principal channels. The service is commonly called Maikkari, a colloquial shortening of Mainos-TV. The channel's roots go back to 29 April 1957, when Oy Mainos-TV-Reklam Ab was established to provide advertiser-funded programming. MTV began broadcasting on 13 August 1957, initially not as a fully independent channel but through leased programming blocks on Yleisradio's television services. Early operating rules restricted MTV's airtime, kept it largely outside prime time, and prevented it from producing its own newscasts or broadcasting party-political programming. The arrangement nevertheless created one of Europe's early nationwide commercial television operations. During the 1960s and 1970s, MTV expanded its schedule as Yleisradio's television coverage developed. Its programming was generally associated with entertainment, imported series, popular shows and advertising, while Yleisradio concentrated more heavily on public-service and informational output. MTV moved to its Ilmala headquarters, known as Pöllölaakso, in 1967. It began colour broadcasting in 1970, with colour programming becoming dominant by the end of the 1970s. The brand's owl imagery became a long-running part of its identity. A major institutional change came in 1981, when MTV introduced Kymmenen uutiset, its first regular news programme. The company adopted the name MTV Oy in 1982. MTV subsequently participated with Yleisradio and Nokia in the development of Kolmoskanava, a third nationwide channel launched in 1986. Although Kolmoskanava was initially a joint project and remained free to air, MTV progressively increased its influence and by 1990 held a majority share in the venture. At midnight on 1 January 1993, MTV3 replaced Kolmoskanava in a large-scale launch known as the Channel Switch Carnival. MTV transferred its programming to the new service and ceased leasing regular programming blocks on Yleisradio's first and second channels. This established MTV3 as a distinct nationwide commercial channel rather than a block-programming operation. The same year, MTV Oy became a full active member of the European Broadcasting Union; its membership ended in 2019. MTV3 built its audience through a broad schedule combining Finnish originals, licensed international formats, American and British imports, news, drama, children's programmes, entertainment and sports. It has been particularly associated with the long-running Kymmenen uutiset and Seitsemän uutiset bulletins, domestic series such as Salatut elämät and Putous, productions connected with Spede Pasanen, and coverage of football, ice hockey and motorsport. The channel also helped establish daily soap opera viewing in Finland through broadcasts of The Bold and the Beautiful before launching the Finnish daily soap Salatut elämät in 1999. Ownership changed several times. Alma Media sold MTV3 and related assets to Bonnier in 2005. Telia acquired the channel from Bonnier on 20 July 2018. In 2025, Schibsted Media completed its acquisition of TV4 Media, making Schibsted the owner of the MTV3 business. MTV3 remains an active Finnish broadcast brand, operating alongside MTV Oy's other television, radio and streaming activities, including the MTV Katsomo service. In late 2022 and early 2023, its headquarters and studios moved from the former Ilmala site to Fredriksberg D in Vallila, Helsinki.
History
MTV3 developed from Finland's first major commercial television initiative. Oy Mainos-TV-Reklam Ab was founded on 29 April 1957 with a business model based on advertising-funded programming. Its first broadcast took place on 13 August 1957. Rather than immediately operating a separate nationwide channel, MTV leased blocks of airtime from Yleisradio, Finland's public broadcaster. The early arrangement imposed strict limitations: MTV had relatively little weekly airtime, was generally kept outside prime time, and initially could not produce its own news or broadcast party-political programmes. The arrangement gradually expanded as Finnish television became more established. Yleisradio's acquisition of the financially troubled Tesvisio in 1964 and the launch of TV-ohjelma 2 in 1965 created additional scheduling capacity, allowing MTV to obtain more airtime, including some prime-time slots. Although Yleisradio and MTV shared transmission infrastructure and were treated as separate programming services, viewers increasingly recognized a difference between their editorial and commercial identities. MTV emphasized lighter entertainment, popular series and advertising-supported programming, while Yleisradio retained a stronger public-service and informational profile. MTV moved into its Ilmala headquarters, Pöllölaakso, in 1967. The company introduced colour broadcasting in 1970 and progressively converted its output to colour during the following decade. Its owl logo, introduced in evolving forms over the years, became one of the most recognizable symbols in Finnish television. In 1981 MTV overcame prolonged political and institutional resistance and launched Kymmenen uutiset, giving the commercial broadcaster a regular news presence. The corporate name changed to MTV Oy in 1982. The next major stage was the creation of Kolmoskanava. Yleisradio, MTV and Nokia collaborated on the third nationwide television service, which launched in 1986 as a free-to-air channel. MTV supplied an increasing proportion of its programming and by 1990 had a majority position in the project. After further negotiations and regulatory changes, MTV consolidated its output on a new branded service. MTV3 launched at midnight on 1 January 1993, replacing Kolmoskanava. The transition was marked by the Channel Switch Carnival, a major promotional broadcast event. From that point, Yleisradio's principal services became separate channels while MTV3 operated as a dedicated commercial network. MTV3 expanded its schedule across news, entertainment, imported drama, children's programming, sports and Finnish original production. Long-running news bulletins such as Kymmenen uutiset and Seitsemän uutiset became central to the channel's identity. The station also carried popular imported series, including The Bold and the Beautiful, and introduced the Finnish daily soap Salatut elämät in 1999. Variety, game and comedy programmes associated with performers such as Spede Pasanen further strengthened MTV3's domestic profile. Sports rights, particularly in football, ice hockey and motorsport, added appointment viewing and broadened the channel's reach. The channel's audience leadership was eventually challenged by Yle TV1, which surpassed MTV3 in audience share. MTV3 nevertheless remained a major Finnish television brand. In 1993 MTV Oy joined the European Broadcasting Union as a full active member, although that membership ended in 2019. The company also developed related channels, radio operations and digital services, with MTV Katsomo becoming an important streaming and catch-up outlet for its programming. Corporate ownership changed repeatedly in the twenty-first century. Alma Media sold MTV3 and associated assets to Bonnier in 2005. Telia acquired the business from Bonnier on 20 July 2018. MTV3 subsequently modernized its physical operations, moving its headquarters and studios from Ilmala to the Fredriksberg D building in Vallila during late 2022 and early 2023; the former site was later demolished for residential redevelopment. In February 2025, Schibsted Media announced an agreement to acquire TV4 Media, and the transaction was completed on 1 July 2025. MTV3 therefore entered its current period as a Finnish broadcast brand within the Schibsted group while continuing to serve the national market through linear television and related digital distribution.
- 2025
Schibsted becomes owner
[1]Schibsted Media completed its acquisition of TV4 Media on 1 July, taking ownership of MTV3.
- 2023
Operations move to Vallila
[1]MTV3 completed the move of its headquarters and studios from Ilmala to Fredriksberg D in Vallila.
- 2018
Telia acquires the channel
[1]Telia acquired MTV3 and associated assets from Bonnier on 20 July.
- 2005
Bonnier becomes owner
[1]Alma Media sold MTV3 and related operations to Bonnier.
- 1999
Salatut elämät begins
[1]MTV3 began airing the Finnish daily soap opera Salatut elämät, which became one of its signature domestic programmes.
- 1993
MTV3 launches
[1]MTV3 replaced Kolmoskanava at midnight on 1 January, creating MTV's modern standalone national channel.
- 1993
MTV Oy joins the European Broadcasting Union
[1]MTV Oy became a full active member of the European Broadcasting Union.
- 1986
Kolmoskanava launches
[1]A third nationwide free-to-air channel was launched through a joint project involving Yleisradio, MTV and Nokia.
- 1982
Corporate name becomes MTV Oy
[1]The company adopted the name MTV Oy.
- 1981
Launch of Kymmenen uutiset
[1]MTV introduced its first regular television news programme, Kymmenen uutiset.
Products and positioning
A mass-market Finnish commercial television channel combining advertiser-funded broadcasting with domestic entertainment, news, scripted programming, acquired formats and major sports rights.
Commercial television broadcasting · 1993
MTV3 linear television channel
The core nationwide Finnish television service. MTV3 broadcasts a general-interest schedule from morning into the late hours, combining news, entertainment, drama, reality, acquired international programmes, children's content and sports. Its advertiser-funded model distinguishes it from Finland's public broadcaster, while its broad schedule is designed for mass national reach.
Television news · 1981
Kymmenen uutiset
MTV3's flagship late-evening news programme, launched in 1981 before the MTV3 brand itself. It became a central part of the channel's identity and is complemented by other daily bulletins, including Seitsemän uutiset and morning news.
Television news · 1990
Seitsemän uutiset
The channel's main early-evening news bulletin, broadcast at approximately 19:00 Eastern European Time. Together with Kymmenen uutiset, it provides MTV3 with two prominent daily prime-time news windows.
Finnish scripted television · 1999
Salatut elämät
A Finnish daily soap opera that began on MTV3 in 1999. It became one of the channel's most enduring domestic productions and an important example of MTV3's investment in locally produced serialized entertainment.
Streaming video
MTV Katsomo
MTV's digital streaming and catch-up video service, used to distribute MTV3 programmes and other content online. The linear channel's pre-dawn schedule has also been described as promoting programmes available through MTV Katsomo.
Sports broadcasting
Sports programming
MTV3 has carried selected major sports properties, including UEFA football competitions, La Liga, the Ice Hockey World Championship, the Champions Hockey League, the Swedish Hockey League and motorcycle racing. Sports coverage adds live-event programming to the channel's entertainment and news schedule.
Marketing campaigns
- 1993Kanavanvaihtokarnevaalit
Finland
A large launch and transition broadcast marking the replacement of Kolmoskanava by MTV3 at midnight on 1 January 1993. The event presented MTV3 as a new standalone nationwide commercial channel.
Outcome. MTV3 became MTV's principal national television service and the company ended its regular leased programming blocks on Yleisradio's channels.
Brand decisions
2025
Schibsted acquires TV4 MediaM&ABackground
TV4 Media owned the MTV3 business before the transaction.
Action taken
Schibsted Media completed the acquisition of TV4 Media on 1 July 2025.
Aftermath
Schibsted became the current owner of MTV3.
Transaction value. 6.55 billion SEK (Announced February 2025; completed 1 July 2025)
2018
Telia acquires MTV3M&ABackground
Bonnier owned MTV3 and associated media operations after the 2005 transaction.
Action taken
Telia acquired the channel and related business from Bonnier on 20 July.
Aftermath
MTV3 became part of Telia's broader Nordic media portfolio.
2005
Sell MTV3 to BonnierM&ABackground
Alma Media owned MTV3 and related television, radio and sports assets.
Action taken
Alma Media sold the business to Swedish media company Bonnier.
Aftermath
MTV3 entered a new period under Swedish media ownership.
1999
Launch Salatut elämätProduct launchBackground
MTV3 had already established a strong entertainment schedule and had demonstrated demand for serialized drama through imported soap opera.
Action taken
The channel began airing the Finnish daily soap opera Salatut elämät.
Aftermath
The series became a long-running domestic anchor for MTV3.
1993
Replace Kolmoskanava with MTV3Product launchBackground
MTV had expanded beyond leased programming blocks and had become the dominant participant in Kolmoskanava.
Action taken
MTV transferred its programming to MTV3 and launched the channel at midnight on 1 January.
Aftermath
The move created a distinct, branded commercial network operating separately from Yleisradio's two principal channels.
1986
Participate in the third nationwide television channelStrategyBackground
MTV, Yleisradio and Nokia sought to establish a third nationwide television service.
Action taken
The parties launched Kolmoskanava as a free-to-air joint venture, with MTV progressively increasing its programming and ownership role.
Aftermath
MTV held a majority share by 1990, creating the foundation for the later MTV3 launch.
1981
Introduce regular commercial television newsStrategyBackground
MTV had operated for decades under arrangements that restricted its ability to produce news programming.
Action taken
The company launched Kymmenen uutiset, establishing a regular MTV news presence.
Aftermath
News became a permanent pillar of MTV's programming and later one of MTV3's defining offerings.
Recent events
- 2025
Schibsted completes acquisition of TV4 Media[1]
M&A
Schibsted Media completed its acquisition of TV4 Media, becoming the owner of the MTV3 business.
- 2023
MTV3 moves headquarters and studios to Vallila[1]
Other
MTV3's operations moved from the long-standing Pöllölaakso site in Ilmala to the Fredriksberg D office building in Vallila, Helsinki.
- 2018
Telia acquires MTV3 from Bonnier[1]
M&A
Telia completed its acquisition of MTV3 and related assets from Bonnier on 20 July 2018.
- 2005
Alma Media sells MTV3 business to Bonnier[1]
M&A
Alma Media sold MTV3 and associated television, radio and sports-related assets to Swedish media company Bonnier.
- 1993
MTV3 replaces Kolmoskanava as a distinct nationwide channel[1]
Product launch
MTV3 began broadcasting at midnight on 1 January 1993, taking over MTV's programming and ending its regular leased blocks on Yleisradio's channels.
Sources2 sources
Cite this profile: Cite the canonical profile. /brand-wiki/mtv3 · Editorial policy · How profiles are compiled