TV Nova revealed its autumn programming structure on press conference yesterday. Its main attraction will be 3rd round of show called SuperStar, which will be launched on 27 August. Besides that other successful formats like series “Street” or “Ordination in Pink Garden” will be mixed with series “Lost” or “112 – In life danger”. Sale of autumn ad time started together with programming structure reveal and TV Nova’s CEO expect time around SuperStar will be sold immediately. TV Nova’s main rival TV Prima has so far revealed only part of its programming structure and start of expected reality show “Castaway” is not known yet.
Our view:
Popular show SuperStar may help TV Nova to speed up to gain back the advertisers that switched to TV Prima after last year TV Nova’s failure in reality show duel. Some of the biggest advertisers like Unilever and Coca-Cola have already started to come back. This situation was expected after consolidation of ad sales policy in TV Nova as basically there is not other viable solution given TV Nova’s ratings of over 40%, there is not other viable solution. New programming structure is crucial for TV Nova to strike back and improve its ad revenues in 2H2006.