MTG to Launch Third Free-TV Channel in Czech Republic

STOCKHOLM: Modern Times Group (MTG) is launching its third free-to-air channel in the Czech Republic on March 8 with Prima LOVE, targeting the female demographic 15 to 44.

Prima LOVE will feature high-end acquired series including Glee, Gossip Girl, Desperate Housewives, Sex and the City, L-Word and Ally McBeal, along with romantic and comedy movies. The schedule will also include telenovelas such as El Rostro de Analia and Il Diablo, as well as infotainment shows hosted by well-known stars such as Jamie Oliver and Martha Stewart. The channel will reach more than 60 percent of the Czech Republic initially. It joins sister channels TV Prima, a general-entertainment service, and Prima COOL, focused on a young male audience.

Hans-Holger Albrecht, the president and CEO of MTG, commented: “The launch of Prima LOVE is in line with the ‘media house’ strategy that we have successfully deployed in most of the markets that we operate in. The strategy is to launch complementary and focused channels that target attractive demographics, and thereby build our overall viewing share and enhance the reach that we sell to advertisers. The launch of Prima LOVE is intended to continue to strengthen our competitive positioning, and enable us to take further advertising market share in the Czech Republic.”