The Russian channel DTV, which is part of the CTC Media stable backed by Modern Times Group (MTG), will be re-launched under a new name next month.
Quoted by Kommersant, its CEO Dmitry Troitsky said the service would be known as Perets (‘Pepper’) and be the first “lightweight” channel on the market targeting an adult (aged 25-59) audience, with the focus being on those aged 35-45.
DTV claimed an audience share of 2.1% in its current target audience, aged 25-54, in Q4 2010 and Troitsky expects Perets’ share to rise to 5% in the long term.
DTV has been backed by CTV Media since 2008, prior to which it was owned by MTG, which is the largest shareholder in CTC Media.
