At the time, it was clear that the government intended to launch a third terrestrial station and that it would be commercially funded. The two main competitors for the new channel were Nordisk Television and Kinnevik (owners of TV3). Eventually it was Nordisk Television who got the license since Kinnevik agreed to withdraw their application. In exchange, Kinnevik bought 30 percent of Nordisk Television and a company called Airtime AB was set up to sell advertising in TV3 and TV4, giving Kinnevik control of almost all television advertising in Sweden. TV4 could start broadcasting terrestrially in the spring of 1992. Nordisk Television discontinued the Airtime agreement in 1993, a decision followed by years of discussion between Kinnevik and the other owners of the company.