MTV CEO criticises Elisa over stalled contract talks as channels go dark for viewers

MTV’s channels will disappear from hundreds of thousands of Finnish households on Friday after the broadcaster rejected a temporary extension proposed by telecom operator Elisa to cover the ice hockey World Championships, Yle reports.

CEO Johannes Leppänen told Yle that MTV is disappointed by Elisa’s slow and passive approach to negotiations, which began months ago. The dispute centres on updating a distribution model that Leppänen called financially unsustainable in its current form.

“MTV’s content has essentially been distributed to operators for free,” Leppänen said. “News, entertainment, and sports do not come free, so the new contract model must reflect economic realities and be sustainable.”

Elisa claimed earlier that MTV had refused its offer to continue broadcasting MTV3, MTV Sub, and MTV Ava through its cable TV and Elisa Viihde platforms during the championships, which begin Friday. Leppänen countered that MTV had proposed a new distribution model as early as last year, but negotiations had stalled due to Elisa’s inaction.

The blackout affects an estimated 300,000 households—around 10% of Finnish homes—according to MTV’s figures, significantly lower than Elisa’s claim of 800,000 (30%). Leppänen attributed the discrepancy to overlapping service usage not accounted for in Elisa’s data.

Competitors Telia and DNA have already seized on the dispute, promoting their own services as alternatives for viewers hoping to watch Team Finland’s games in Switzerland. Some fans may also turn to free, non-subscription workarounds.

Leppänen acknowledged the frustration among Elisa customers but stood by MTV’s position, stating that the current contract—negotiated years ago—no longer aligns with today’s media landscape, where viewing habits, technology, and market conditions have shifted dramatically.