Helsinki-based creator studio and production company Tarinatalli has appointed former Banijay executive Unne Sormunen as CEO and partner.
“Tarinatalli is a talent-led creator studio built around the idea that the next generation of IP will be driven by personalities, communities and direct audience relationships. We see strong opportunities in Finland and in the Nordics as content trends, technology and distribution models are evolving rapidly,” he told Variety.
“Recent podcast and talent deals by global players such as Netflix, Spotify and Amazon Prime Video show that platforms are increasingly investing in personality-led IP and long-term creator partnerships. We believe this shift is only accelerating.”
He added: “Our ambition is to scale a creator-first model that combines premium storytelling with audience-driven formats, branded partnerships and multi-platform distribution. We want to build sustainable IP with talents across audio, video, social and TV and create new revenue streams beyond traditional commissioning.”
Sormunen succeeds Jonna Linnanahde, who continues as COO and co-founder. Tarinatalli was founded in 2022 by TV personality, producer and podcaster Aki Linnanahde.
According to Linnanahde, in its early years, the company focused on “premium podcasts and strong local talent.”
“Recently, we have expanded into multi-platform storytelling, branded entertainment and strategic partnerships with platforms and brands. We see a clear shift toward personality-driven IP and long-term collaborations that creates exciting opportunities.”
Sormunen added: “Tarinatalli has recently produced some of Finland’s biggest podcasts, videocasts and creator-led formats for both platforms and YouTube. Going forward, we will focus on three key areas: talent-led content and personality-driven IP, branded entertainment and long-term partnerships with brands and multi-platform storytelling across audio, video, social and television.”
The company is also building strategic partnerships with traditional production companies and distributors.
“Our digital-first approach allows us to develop IP in a more agile and cost-efficient way before scaling it into larger unscripted or scripted formats. In addition, we are actively exploring how AI and new technologies can support creative development, production workflows and audience insights while keeping human storytelling at the core.”
Sormunen most recently served within Banijay Group as managing director of EndemolShine Finland and CEO of Jarowskij Finland, overseeing the likes of Finland’s first Netflix original series “Dance Brothers,” “MasterChef,” “Big Brother,” “LEGO Masters,” crime drama “Detective Maria Kallio” and Prime Video’s first Finnish-language original, “The Bridge Suomi.”
Before joining Banijay, he spent five years as head of domestic programming at Finnish commercial broadcaster Nelonen.
“We currently work with many of Finland’s leading TV hosts, radio personalities and podcast creators. Our role is to help them build long-term 360 creator businesses, not just individual shows. Brands are also moving from short-term campaigns toward long-term storytelling partnerships. Instead of advertising around content, they want to be part of the narrative. We see opportunities in this area, particularly in sports, lifestyle and entertainment,” he said.
While Finland experienced a peak TV boom during the early 2020s, he said – “especially during the pandemic” – over the past two years, the market has become more challenging for scripted series and feature films as both public and commercial broadcasters have reduced investments.
“Non-scripted production has remained a bit more stable, and audio and podcast platforms have grown significantly. At the same time, international streamers have been relatively cautious with local investments, partly because a local levy system has not yet been implemented. This has created a reset in the market,” he noted.
“Producers and platforms are looking for more efficient development models, lower risk and stronger audience validation before making larger commitments.”
The biggest challenge right now? “Financing and risk-sharing in a fragmented and rapidly changing ecosystem.”
“We see this moment as an opportunity. Lean operating models, strong talent relationships and closer collaboration between platforms, producers, brands and creators will be key. Companies that can build engaged communities and prove audience demand early will have an advantage,” assured Sormunen.
“We believe the future belongs to producers that combine premium storytelling with creator-driven development and diversified revenue models. Our goal is to help talents and producers build sustainable IP and bring authentic local stories and formats to both Finnish and international audiences.”
