In May 2007 TVN main channel reported a drop in audience share in its target group, prime time, to 26.5%, down 4.4p.p. y/y, on the back of rival stations launching new programming formats, such as ‘Oh, How They Sing!’ at Polsat. Meanwhile, TVN channels (TVN, TVN 24, TVN Siedem, etc.) improved slightly their prime time, all-viewers audience share to 24.9%, up 0.7p.p. y/y, coming still behind Polsat, at 18.6%, up 2.2 p.p. y/y. TVN did much better than public television channels: TVP1, at 22.2% down 2.5p.p. y/y, and TVP2, at 19.9% down 0.9p.p. y/y.
Our view: We might see some negative trading impact on the back of the news today. The weak TVN main channel audience share came on the back of the station continuing with its old programming schedule. The May data indicate the improved programming at rival stations continues to steal audience from TVN main channel, which is only partially mitigated by the positive trend in TVN24 audience share.