The television stars and hamburger restaurant owners Sigmar Vilhjálmsson and Jóhannes Ásbjörnsson will in the coming weeks launch two new television stations in the old headquarters of Stöð 2, (Channel 2).
The entrepreneurs have been part owners of Stórveldið, a television production company, for a couple of years. Sigmar told ruv.is that through that company they have met many talented people and they saw an opportunity to do something new.
One of the channels will be mostly music while the other will provide a modern twist on modern life, giving new people a chance, ruv.is reports. The pair will finance the programming through advertising, and as Sigmar put it to ruv.is, “We will be different, so we are not in direct competition with the other television stations in Iceland.”