The question arises as to whether Viasat's distribution agreements with TV2 part are part of its strategy of increasing its presence in the premium pay TV segment whilst boosting its HD channel line, or whether this is a purely defensive move following Canal Digital parent Telenor's recent acquisition of a 35 per cent stake in premium pay TV provider Canal Plus. Following the acquisition of Canal Plus, Telenor stated that Denmark and Norway would be key markets where it would expand its line up of premium pay TV channels.

Viasat has been making inroads into the premium pay TV space in recent years, having acquired a significant portfolio of sports rights and launched a stable of sports channels. Its most recent acquisitions include exclusive rights to the English Premier League in Sweden which were previously held by Canal Plus. Following this acquisition Viasat announced that it would launch a Premier League HD channel in Sweden.

In the HD space, however, Viasat has lagged behind satellite rival Canal Digital and regional cable operators, offering a substantially lower channel line up. Given that HD availability is set to increase significantlyover the next few years on account of cheaper hardware and increased access to content, Viasat can ill afford to sit on the side lines as other operators mop up new subscribers seeking HD access. As a result, the operator recently indicated that plans to expand its HD channel lineup were in the pipeline, and that additions from third party operators could be expected. Most of the HD channels offered via its satellite service are currently from sister company Viasat Broadcasting.