Deal includes hit dramas such as Furia and continues Nordic company’s return to international markets

 Viaplay Group has partnered with Prima Group in the Czech Republic to launch Viaplay Select in the country. 

The deal, described as a long-term partnership, will see the Nordic company’s shows being launched within streamer Prima+ from 1 July. 

Furia 1

Furia

The Viaplay Select offering includes more than 200 hours of series, films and documentaries in 2025, the majority being first-run premieres in the market.  

In addition to streaming on Prima+, selected Viaplay titles will also be broadcast on Prima’s Group’s linear channels. Shows available include scripted titles such as The Hunt, crime boss drama Mafia, and political thriller Furia. 

The non-scripted selection includes The Big Decision, profiling footballer Erling Haaland, true crime titles Under the Radar and Copenhagen Killer, and long-running reality series Frozen Roads, following Sweden’s toughest winter rescue teams. 

The launch will take Viaplay Select’s international reach to over 30 markets, with deals struck over recent months with Pickbox (Adria region), DMD (Latin America), Canal+ (Netherlands), Magenta (Germany), and Crave (Canada). 

Vanda Rapti, exec vice president of Viaplay Select and content distribution at Viaplay Group, said: “This collaboration reflects our commitment to continue offering distinctive, high-quality storytelling that strengthens our partners’ offering in multiple markets across the world.  

“Prima Group is the perfect partner as they are best placed to maximise the value of our strengths, both on their growing SVOD platform Prima+ and on satisfying the needs of their linear channels with Viaplay Select’s diverse and premium content.”  

Alex Ruzek, programme director of Prima Group, described the agreement as “a powerful step forward as we strengthen our premium international offer and continue to expand Prima+.” 

Viaplay has been overhauling its operations in recent years following a severe financial downturn in 2023 which saw the departure of then chief exec and driver of its ambitious international D2C push Anders Jensen.  

Successor Jørgen Madsen Lindemann later confirmed Viaplay would be pulling out of the UK and US markets along with most of its other international territories, and selling its stake in Premier Sports.