* TDC shares rise after new takeover approach
* TDC rejected takeover approach from consortium last week
* Will withdraw deal with Sweden's MTG if bid materializes (Adds analysts, updates share price)
COPENHAGEN/STOCKHOLM, Feb 12 (Reuters) - Danish telecoms group TDC has been approached again by a potential bidder and could abandon its own planned $2.5 billion takeover of Swedish MTG's broadcasting and entertainment business, it said on Monday.
Swedish business daily Dagens Industri said Sweden's Telia had held talks with the TDC board on a possible bid. Telia was not immediately available for comment.
The MTG deal, conditional upon approval of TDC shareholders, had already been thrown into doubt last week when TDC said it had rejected a $6 billion takeover approach from Australia's Macquarie and three Danish pension funds.
TDC said it was not certain that the latest discussions would lead to the unnamed party actually making an offer, but that it would withdraw from the MTG deal if a bid materialized.
Shares in TDC jumped after the latest approach and traded 7.5 percent higher at 46.90 crowns by 1130 GMT.
"The threat of a potential merger with MTG, which could have blocked a takeover of TDC, has been eliminated. The share is reacting positively on that," analyst at Alm Brand Markets Michael Friis Jorgensen said.
The TDC stock, which surged by nearly 18 percent last Thursday after its rejection of the Macquarie-led approach, has at no point risen above the 47-48 crowns reported bid price from the consortium.
Sydbank analyst Morten Imsgard said he expected TDC's board would only accept a bid above 50 crowns.
The potential bidder was not named in the statement and TDC declined to provide more information. Macquarie and ATP were not immediately available for comment, while PFA and PKA declined to comment.
Citing sources close to the process, Dagens Industri said Telia last week had held talks with the TDC board.
The newspaper quoted one of the sources as saying Telia's interest in its Danish rival had however cooled in the wake of the sharp rise in TDC's stock after it rejected the takeover approach from the Macquarie consortium.
Portfolio managers at TDC shareholder AllianceBernstein, said last week that they did not believe the proposed merger with MTG would be the best course for TDC shareholders.
The approach marks the latest attempt at consolidating the fragmented Nordic telecoms market and follows continued speculation that TDC could be a target for both private equity and industry players.
Among Nordic players, Telia has often been named as a possible suitor for TDC.
After Telia and Norway's Telenor had to give up a planned merger in Denmark in 2015 because of opposition from European regulators, an acquisition of TDC was seen as one of the few options for Telia to remain in the country long term.
Less than two years ago TDC rejected a potential takeover approach from another private equity player, believed to be Apollo Global Management.
In 2005 a consortium of U.S. and British funds, including Apax Partners, Blackstone Group and Permira, took control of the company in a 76 billion crown leveraged buyout - Europe's biggest at the time.
(Reporting by Stine Jacobsen in Copenhagen and Johannes Hellstrom in Stockholm, additional reporting by Teis Jensen in Copenhagen; Editing by David Goodman/Keith Weir)