TV Prima captured 53% of the Czech TV market in the first half, based on (71,18 USD, 1,32%) Rating Points. TV Nova, owned by (66 CZK, 2,17%), dropped to No. 2, with 28%, followed by Barrandov (10%) and Czech TV (5%). The overall TV market fell by 17%, while Prima’s revenues rose 29%. However, major advertisers such an (71,55 EUR, 1,79%) and (78,76 USD, 0,54%) have begun returning to Nova (CETV) since it softened its pricing policy and began giving discounts. /slightly negative, TV nova is the most profitable unit for and accounts for roughly one third of group’s revenues (37% of the broadcast segment revenues). It seems TV Nova was forced to retreat from its recently implemented strict pricing policy after terrible 1Q13 figs. We reiterate our SELL recommendation and TP of 3.10 USD/share.