Warner Bros Discovery Eyes Scripted Push After Hiring Ex-Showmax Exec As Nordics Content Chief

Jesse Whittock
·3-min read

Warner Bros Discovery has a new content chief in the Nordics — a move that’s likely to see the U.S. giant returning to scripted originals in the region.

Former MultiChoice and Viacom exec Allan Sperling has been named Group Vice President, Programming, Networks and Streaming for the Nordic region, effective December 2. He will be based on Stockholm from January onwards.

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This will put him in charge of strategic program planning and operations across WBD Nordics portfolios in Norway, Sweden, Denmark and Finland.

Notably, the Danish exec will oversee development of local Nordic productions for streamer Max, and tailor the content mix for local audiences. This appears to put WBD firmly back in the Nordics original production game, following its move away from them in 2022 as HBO Max originals were phased out among wide-scale structuring. Last year, WBD Nordics began returning to unscripted for unscripted, but a source today said the hire “opens the door to more scripted originals.”

It also confirms the corporate structure locally. In a note to staff seen by Deadline, Christina Sulebakk, EVP, Managing Director of WBD Nordics, said former Head of Channels Graham Lafferty had “permanently transitioned to the UK & Ireland leadership team” as SVP, Content Strategy and Networks. “I’d like to express our gratitude once again for Graham’s outstanding impact in the Nordics,” she added.

Having worked in the biz for more than two decades, Sperling held key roles in South Africa at streamer Showmax and its parent, the Comcast-backed MultiChoice and worked at paramount Global predecessor Viacom in London and Amsterdam. Most recently, he was Showmax’s Executive Vice President of Content, ordering shows such as Deadline’s Global Breakout DAM, but left earlier this year.

A spokesperson for Showmax noted Nicola van Niekerk has been Acting Head of Content at Showmax since April. She is also EVP at MultiChoice.

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WBD’s Sulebakk said: “His profound expertise and international leadership experience will be invaluable assets as we continue to drive growth and innovation across our Nordic operations. Allan’s strategic vision for our channels, coupled with his plans to spearhead local production efforts for Max, will undoubtedly lead our business to new heights in this dynamic media landscape.”

“I am excited to join Warner Bros. Discovery and contribute to its prestigious legacy by delivering exceptional content and innovative programming that resonates with our Nordic audiences,” added Sperling. “I look forward to collaborating with the talented teams across the region and building on the company’s success while enhancing our local production capabilities to better serve our viewers.”

News of Sperling’s new role comes less than 24 hours after it emerged MultiChoice CEO Marc Jury would be leaving the pay-TV and streaming giant in March next year.

This is the second major development in Nordic programming in the past 24 hours, following the Danish government unveiling plans to launch a 125M krone ($17.5M) production rebate system designed to bring more TV and film shoots to the country, which has traditionally lagged behind its neighbors in this area. WBD’s international production arm in Denmark was wound down last year, as we revealed at the time.

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