According to Mlada Fronta daily, the 2nd private TV channel, TV Prima, is up for sale. There are reportedly three investors interested in the acquisition, including RTL, News Corp. and MTG (Sweden). Prima’s CEO said that the channel is not yet for sale. TV Nova’s (fully owned by CME) audience share in 1H05 stood at 42% while TV Prima’s at around 22%. We believe that it is only a question of time until TV Prima gets acquired by a larger media company, which would certainly increase the competition in terms of audience and hence on the TV ad market.