The Czech national commercial broadcaster FTV Prima has confirmed that it plans to launch a fourth channel.
Quoted by E15, its director Marek Singer said that start up cost of the still-to-be-named service, expected to be slightly more than CZK200 million (€7.9 million), would be lower than those for Prima Cool, another proprietary channel.
Although the new channel, which will target younger viewers, was initially expected to launch in September, it is now set to make its debut at the start of next year. It is also likely to have a slot on the country’s third DTT multiplex.
MTG-backed FTV Prima currently operates a national flagship channel (Prima TV) and thematic channels targeting male (Prima Cool) and female (Prima Love) viewers.
Its audience share has grown significantly in recent months though CME-backed TV Nova remains the market leader.
Speaking in a conference call earlier this week, CME president and CEO Adrian Sarbu said that TV Nova’s aim was to increase its audience share to 40%.