MTG - Slovenian Channel
Modern Times Group has acquired the Slovenian free-TV broadcaster PRVA TV for 8.1 million euros.
PRVA is the third-largest private commercial free-to-air TV broadcaster in Slovenia. Rebranded in June of last year, the channel reported revenues of 700,000 euros for fiscal 2005. It reaches 83 percent of Slovenia’s 640,000 households through a mix of local terrestrial broadcasting licenses and carriage deals with third-party cable networks. It had a 3.4 percent share of the 15-49 demographic last year, with a programming mix of drama and comedy series, movies, sports and talk shows.
“Slovenia represents an excellent opportunity for MTG,” said Hans-Holger Albrecht, the company’s president and CEO. “This opportunity is to increase viewing and market shares by exploiting MTG’s multinational programming acquisition, scheduling and sales experience and expertise. PRVA will further increase our presence in the emerging Central and Eastern European economies, and builds on our free-to-air TV presence in the Baltic, Russian, Hungarian and Czech markets, as well as the pan-regional presence of our Viasat pay-TV channels. Slovenia is a changing market with growing consumer spending, low inflation, a stable political climate and increasing integration into the EU.”
He continued, “PRVA has a high technical penetration and the other commercial channels have enjoyed a largely unchallenged market position. Our focus will be on enhancing the content offered to viewers and the operating efficiency of the overall business, in order to drive sales moving forward. The Slovenian market presents considerable potential for MTG over the coming years, as well as a platform for potential further expansion into the former Yugoslav republics.”
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