It took several years for Leijonborg and Bergvall to find someone willing to invest in their channel, but it was eventually launched on September 15, 1990 as "TV4", broadcasting from the Tele-X satellite.

Nordisk Television discontinued the Airtime agreement in 1993, a decision followed by years of discussion between Kinnevik and the other owners of the company.

Nordisk Television started trading on the Stockholm Stock Exchange in 1994 and changed its legal name to TV4 AB.

For several years, the TV channels of the TV4 AB wasn't a part of Kinnevik's digital satellite platform Viasat.

However, in April 2005, TV4 Plus, TV4 Film and TV400 were launched on Viasat (the TV4 Group channel had to wait until 2006 due to contracts with the Canal Digital platform).

[7] In November 2006, it was announced that Bonnier and Proventus would buy the share in the TV4's operating company that was then held by Schibsted.

TV4 AB operates the following television channels: The company also owns TV4 Sverige AB that owns all the 25 local stations (of which 13 were defunct in 2014 with 140 people laid off and the rest producing national news only[8][9][10][11] Local news had moved to web only in 2013[12]) and TV4 Digitala Medier that includes the TV4 Groups Text-TV (defunct as of 17 September 2019[13][14]) and internet services like the websites tv4.se, nyheterna.se [sv] (redirecting to tv4.se as of at least 2021) and Fotbollskanalen [sv], and on-demand service TV4 Play [sv].

The TV4 Group is also involved in the selling of merchandising, DVDs, CDs, magazines and books relating to the television programmes.