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MTV3 is a Finnish free-to-air television channel operating in the general entertainment format. The primary language of broadcasting is Finnish. The channel was launched on August 13, 1957, as Mainostelevisio (MTV), making it the first commercial television network in Finland and one of the oldest commercial TV stations in Europe. The number 3 was added later when the channel was allocated the third nationwide television slot, following Yle TV1 and Yle TV2. MTV3 is owned by MTV Oy, which is part of the Norwegian Schibsted Media AS as of 2025, and is headquartered in Helsinki, Finland. The channel is colloquially known as Maikkari by Finnish viewers. The channel held a 22.9 percent audience share in 2008, traditionally competing for the lead with the public broadcaster Yle TV1.

On air, MTV3 offers a generalist schedule of domestic productions, international series, news, current affairs, sports, films, and entertainment. The flagship news program is MTV3 Uutiset, which along with current affairs content fulfills the channel's public interest broadcasting license obligations. The channel is also required to produce domestic content as part of its licensing terms. Popular long-running Finnish programs on MTV3 include the soap opera Salatut elämät (Secret Lives), which has aired since January 25, 1999, and the dance competition Tanssii tähtien kanssa (Strictly Come Dancing), the Finnish version of the British BBC series, running on the channel since March 2006. The reality competition Gladiaattorit (Gladiators) first aired in 1993. Other Finnish productions include the comedy sketch series Vintiöt (1994), the video gaming program Tilt (1997), the talent search Popstars (2002), and the comedy series We Stalinists (2004). The channel also airs the Finnish versions of international formats such as X Factor and Deal or No Deal (called Dil or Ra Dil). International programming includes animated series such as The Simpsons and Star Wars: The Clone Wars, the documentary series MythBusters (Myytinmurtajat), and the crime drama The Mentalist.

Sports coverage is a significant part of MTV3's schedule. The channel holds broadcasting rights for major international football tournaments, including the 2026 FIFA World Cup, sharing the rights with Yle. MTV3 also broadcasts UEFA Champions League, UEFA Europa League, UEFA Super Cup, and extensive coverage of Spain's La Liga. The channel also covers ice hockey and motorsports events.

MTV3 is available throughout Finland via digital terrestrial television on channel 3 (or channel 23 for HD), as well as on cable networks and IPTV platforms including DNA, Elisa, and Telia. On satellite, the channel is available on Allente (channel 3 HD) and via Thor 6 at 0.8°W. The channel broadcasts in high definition (720p HDTV). As of June 30, 2025, Finland completed its transition to HD broadcasting, and MTV3 now broadcasts exclusively in high definition on terrestrial and cable networks, with the standard-definition feed discontinued.

Previously, the channel was also available on the C More satellite platform (channel 3). The channel was originally launched as a standard definition channel, with an HD feed developed and launched in the early 2010s. Viewers can watch online the live broadcast of MTV3 through the MTV Katsomo streaming service (mtv.fi/mtv3), which offers live streaming and catch-up services.

MTV3 strives to be Finland's leading commercial television channel, providing viewers with a diverse mix of high-quality Finnish productions, popular entertainment series, reliable news coverage, and exciting live sports. The mission of the channel is to offer content that appeals to a broad audience while fulfilling its public service obligations to produce domestic news and current affairs programming. Thanks to its long history as Finland's first commercial channel and its extensive distribution across terrestrial, cable, and satellite platforms, MTV3 provides the opportunity to watch its programming across the country on any device, ensuring that its content reaches Finnish audiences wherever they are.

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