Sweden's TV4 may extend broadcast day

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STOCKHOLM - TV4, Sweden's third biggest commercial television channel, confirms that it's examining a proposal to launch a day-time service in the autumn. TV4 was the first of Sweden's commercial TV stations to launch morning TV in 1995.

"Daytime television would offer us the advantage of becoming a more complete broadcaster, taking our programs from a start-off point of 8 a.m. through the day to after midnight." says Christer Forstrom, TV4's managing director.

"We are looking at ways of boosting ad revenues, and daytime television is a natural solution. It would mean more investment in programming, but we believe we can make it pay off."

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