CME Launches New Romanian Channel

HAMILTON: Building out its channel portfolio, Central European Media Enterprises (CME) has launched Acasa Gold, a niche service targeting urban women, in the Romanian market.

Acasa Gold will air classic telenovelas, alongside cooking shows, musicals and series produced by MediaPro Entertainment and third parties. The long-running Czech hospital drama Rose Garden Medical Clinic is also part of the lineup. The service will target a demographic of urban women, with a particular focus on those over the age of 35.

“According to market research, our viewers have high expectations of niche TV channels,” said Vanessa Cernea, the managing director of Acasa TV and Acasa Gold. “It is a well-known fact that women are more-avid TV consumers than men. According to data made available by GFK Romania for the year 2011, more than 90 percent  of the urban female population in the 15-49 age group watches telenovelas.  Although women make up 54 percent of the urban population of Romania, only one TV channel currently airs a significant amount of female-oriented programming, namely Acasa TV. Under these circumstances, a TV station dedicated to the most-popular classic productions of all time is both necessary and welcome, especially since this market is expanding, and Acasa (the first niche channel for women) strives to broadcast the latest and best telenovelas.”