CEO of the biggest TV Nova’s competitor TV Prima announced in interview for daily HN that TV Prima plans to reach sales of about CZK 3bn from ad revenues compared with CZK1.7bn last year. Between others Mr. Dvorak stated that with incoming digitalization of TV channels the station plans to focus on individual age group structure. TV Prima also plans to benefit from the entry of MTG into the company by purchasing programs, reality shows and telenovelas via MTG. TV Prima wants to reach audience share of 30% this year compared with c22% in 2005. While TV Nova’s competition is certainly increasing, the entry of MTG into TV Prima should also help to stabilize the TV ad prices, which have been kept artificially low in the past. We reiterate our Buy recommendation.