The Swedish TV production  is  facing great challenges  today and actors on  the market have  to  strategize  to cope with  these changes. This  thesis explores what  strategies are used,  how  they  are  formed,  and what  parameters  are  focused  on when  analyzing  the market  and  industry,  from  a  company  perspective. Consequently,  the  purpose  of  this thesis  is  to  investigate  how  Swedish  TV  production  companies  think  strategically  to cope with emerging market changes. The method used to collect data was semi-structured interviews. In order to retrieve ac-curate and reliable information we conducted four interviews. Three of these interviews were  done with  actors within  the market. To  ensure  an  accurate market  picture, with high  trustworthiness, we  interviewed one  large,  one medium  and one  small  company. Finally, we  interviewed an  independent market consultant, who provided an additional perspective. After having analyzed  the material  from each  interview we  later on com-pared the findings in a cross case analysis, in order to draw general conclusions. Our research and findings indicate that Swedish TV production companies mainly keep track of social trends, industry demand, the factors of the SWOT analysis, and the bar-gaining  power  of  buyers  in  order  to  plan  and  form  their  strategies. Additionally,  our findings  indicate  that Swedish TV production companies mainly use: a differentiation strategy and international strategic alliances. Moreover, we have also found that if Swe-dish TV production companies belong to an international conglomerate, they use this to their advantage.