The previous owner Alma Media sold Sub and its sister channels (MTV3, C More Max, MTV Ava Radio Nova and Sävelradio) to Swedish Bonnier and Proventus in 2005.

Sub is an entertainment channel directed at teens and young adults.

Recently, the share of domestic programming has grown remarkably.

The channel's highest viewership of all time was attracted in 2009, when the finale of Big Brother 2009 was aired.

It contained music news, TV schedules and interactive services like chats and mobile phone games and services.