Modern Times Group (MTG), owner of the Viasat DTH platforms in the Nordic and Baltic regions, has sold one of its direct-shopping channels to a German company, MTG announced.

MTG will sell the channel, TV Shop Europe, to Guthy-Renker Europe in a deal worth just over 70 million Swedish krona ($10.3 million).

MTG’s direct-response TV channel first aired in 1989, and reaches more than 100 million people in 50 countries. One of the main satellite pay-TV providers in the region, MTG is also a content provider with many of its own channels available via satellite.