The Latvian incumbent Lattelecom has entered the content business by launching a new permanent channel named 360TV.

DB reports that it is a 24-hour HD service, focusing on different themes, including cinema and sports, on each day of the week.

Lattelecom, which is part of the TeliaSonera group, made its first foray into the TV content business in 2013, when it began to produce channels dedicated to special events.

The telco is already a leading player in Latvia’s TV industry, operating interactive, terrestrial and internet TV services.