This means that Telia, which distributes television to one million Swedish households, misses out on television channels such as TV3, TV6 and TV10 as well as popular sports such as the Premier League, the women's national team, the World Cup in cross-country skiing and NHL ice hockey.

- We extended a hand last Tuesday so that our customers will not shop in a pinch and with the intention of continuing to negotiate during October.

We came up with a concrete and generous offer where Viaplay would get paid more for October than any other month, they could also broadcast Uefa, the Champions League, to their customers during the same period, but they refused, says Telia's press officer Roija Rafii, who adds responsibilities at Viaplay:

- They were the ones who left the negotiating table two weeks ago.

We have tried to the last.

Viaplay's communications manager Roberta Alenius believes that the lock-up is Telia's fault:

- What happened was that a person at Telia sent an SMS to a person at Viaplay, it is completely non-serious.

If you are serious, you pick up the phone, says Roberta Alenius.

- If you are a Telia customer, it is time to start looking around, there are other options.