MTG Group has increased its grip over TV Prima by expected replacemenf of the CEO, Martin Dvorak, with Aleksandras Cesnavicius. The move follows TV Prima’s stable or falling audience share to TV Nova, which rose to 48.7% last week (up by 2.9 p.p.) while TV Prima fell to 19.5% despite number of new programming.
Our view: We continue to advocate that TV Nova would retain its leading position on the domestic TV market by protecting its superior audience share, which should help the station in negotiations with advertisers for the 2007 year. We believe that MTG would also focus more on TV Prima’s financials rather than market share and hence would reduce the currently significant discount given to customers driving the whole TV ad market higher.