Sjuan

Sjuan is a Swedish television channel operated by TV4 AB. The service began broadcasting in 2003 under the name TV4 Plus, initially conceived as a sports-oriented channel but broadened before launch to include entertainment and lifestyle programming. It was distributed through Sweden's digital terrestrial, satellite and cable television networks, giving it broad household reach from the beginning. The channel's name was changed to Sjuan in September 2011 as part of a wider effort to clarify and refresh the TV4 channel portfolio. The channel's programming has combined imported series, factual entertainment, lifestyle formats and sports. It became associated with long-running international television properties such as Late Night with Conan O'Brien, Dr. Phil and The Bold and the Beautiful. Some of these programmes were transferred from TV4's main channel, helping Sjuan develop a recognizable schedule and complement the broader TV4 offering. Sports have also remained part of the service's identity, including weekend coverage of football competitions such as La Liga and Serie A during periods when the rights were held by the TV4 operation. Sjuan's original visual identity reflected its early emphasis on sports and betting-related programming. The first logo and on-air presentation were created with the British design agency Kemistry and used a cube or die motif incorporating the number four and a plus sign. In 2007, the channel introduced a new presentation based on a blue version of TV4's circular four logo, with a plus sign attached, alongside idents centered on people and hobbies. The redesign helped connect the channel more visibly to the TV4 brand family while retaining a separate identity. In April 2011, TV4 announced that TV4 Plus would be renamed Sjuan. The transition was completed on 12 September 2011. The name, meaning “The Seven” in Swedish, positioned the service as a distinct general-interest channel within the TV4 portfolio rather than simply as an extension of the main TV4 brand. From 1 September 2020, Sjuan was also made available through the Dplay subscription video-on-demand service, which was subsequently renamed Discovery+. This expanded access beyond traditional broadcast, satellite and cable distribution. Sjuan sits within a group of TV4 specialty services that have included TV12, TV4 Film, TV4 Komedi, TV4 Guld and TV4 Fakta. Its role is that of a broad entertainment and lifestyle channel, with sports and acquired programming supplementing its core schedule. The available reference material does not provide current audience figures, detailed financial information, a specific headquarters location or named executives. Sjuan is therefore best understood as a Swedish broadcast television brand whose principal significance lies in its place within the TV4 channel ecosystem and in its transition from the TV4 Plus identity to a standalone Sjuan brand.

Sjuan originated as TV4 Plus, a Swedish television service launched in 2003 by TV4 AB. During planning, the channel was initially considered as a sports-focused outlet. Its scope was expanded before launch so that the schedule would also include lifestyle and entertainment programming. The final name, TV4 Plus, was selected during the autumn of 2002, and the channel entered service in 2003 through digital terrestrial, digital satellite and cable distribution. The channel was designed to be widely accessible from launch and quickly became part of the Swedish multichannel television landscape. In 2004, it took over Dr. Phil from TV4's principal channel. In 2005, The Bold and the Beautiful also moved from the parent channel to TV4 Plus. These transfers gave the service established programme brands while allowing the main TV4 channel and its specialty outlet to differentiate their schedules. TV4 Plus also carried Late Night with Conan O'Brien from its launch. Sports remained an important component, with weekend broadcasts including selected matches from Spain's La Liga and Italy's Serie A during relevant rights periods. By 2005, TV4 Plus was reported to have become Sweden's seventh most-watched television channel. Its early branding emphasized its relationship with TV4 and its sports-oriented origins. The first logo and idents were developed by the British design agency Kemistry. The logo used a cube or die-like form displaying “4” and “+” symbols on its sides, a visual reference to TV4 and the channel's initial association with sports and betting programming. Several years later, the original presentation was replaced. On 5 February 2007, the channel introduced a substantially revised on-air identity. The cube logo was removed and replaced by a blue adaptation of TV4's circular four logo, with a plus sign attached. New idents showed people engaged in different hobbies, reinforcing the channel's broader lifestyle and entertainment proposition rather than presenting it solely as a sports service. In April 2011, TV4 announced that TV4 Plus would be renamed Sjuan. The change was completed on 12 September 2011. The new name means “The Seven” in Swedish and gave the channel a shorter, more independent identity within the TV4 family. The rebranding represented a positioning change as well as a naming change: Sjuan was presented as a general-interest entertainment and lifestyle channel, with sport and imported programming continuing to support the schedule. The channel later expanded its digital distribution. Beginning on 1 September 2020, TV4 Group channels including Sjuan became available through Dplay, a subscription video-on-demand platform that was subsequently renamed Discovery+. This placed Sjuan alongside traditional terrestrial, satellite and cable distribution in a streaming environment. The available source material does not identify a specific current headquarters, named executives, financial results or detailed ownership structure beyond TV4 AB's ownership. Sjuan's documented history therefore centers on its launch as TV4 Plus, its programming transfers and audience development, its 2007 visual refresh, the 2011 name change, and its later availability through streaming.

• 2020

  Streaming distribution added

  [1]Sjuanen.wikipedia.org

  Sjuan became available through Dplay from 1 September; the platform was later renamed Discovery+.

• 2011

  TV4 Plus became Sjuan

  [1]Sjuanen.wikipedia.org

  TV4 announced the renaming of TV4 Plus to Sjuan in April, and the new identity was fully implemented on 12 September.

• 2007

  On-air identity redesigned

  [1]Sjuanen.wikipedia.org

  TV4 Plus replaced its cube-based identity with a blue TV4-derived logo and hobby-oriented idents.

• 2005

  The Bold and the Beautiful moved to the channel

  [1]Sjuanen.wikipedia.org

  The Bold and the Beautiful was transferred from TV4 to TV4 Plus. The channel was also reported as Sweden's seventh most-watched television channel.

• 2004

  Dr. Phil moved to TV4 Plus

  [1]Sjuanen.wikipedia.org

  TV4 Plus took over broadcasting of Dr. Phil from TV4's main channel.

• 2003

  Channel launch

  [1]Sjuanen.wikipedia.org

  TV4 Plus launched in Sweden across digital terrestrial, digital satellite and cable television networks.

• 2002

  TV4 Plus name selected

  [1]Sjuanen.wikipedia.org

  The name TV4 Plus was chosen during the planning phase in autumn 2002 for the channel that would launch the following year.

A Swedish general-interest television channel combining entertainment, lifestyle, acquired series and sports within the TV4 channel family.

• Broadcast television · 2003

  Sjuan linear television channel

  The core Sjuan service is a Swedish general-interest television channel. Its schedule combines entertainment, lifestyle and hobby-oriented programming with acquired international series and selected sports. It is distributed through digital terrestrial, satellite and cable networks and forms part of the TV4 channel portfolio.

• Streaming distribution · 2020

  Sjuan on Dplay / Discovery+

  From September 2020, Sjuan was made available through Dplay, the streaming service later renamed Discovery+. This provided an online distribution route in addition to the channel's traditional broadcast, satellite and cable availability.

• 2020

  Expansion into streaming distributionStrategy

  Background

  Traditional television channels were increasingly being distributed through subscription video-on-demand services.

  Action taken

  Sjuan was added to Dplay from 1 September 2020 alongside other TV4 Group channels.

  Aftermath

  The channel gained a streaming distribution route; Dplay was later renamed Discovery+.

  Source

• 2011

  Rebrand from TV4 Plus to SjuanStrategy

  Background

  TV4 Plus had developed beyond its original sports-oriented concept into a broader entertainment and lifestyle service. TV4 announced a new name to establish a clearer standalone identity within the channel group.

  Action taken

  TV4 changed the channel name to Sjuan, completing the transition on 12 September 2011.

  Aftermath

  The channel continued its mix of entertainment, lifestyle, imported series and sports under the Sjuan identity.

  Source

1. 1Sjuanen.wikipedia.org
2. 2TV4 Channelstv4.se