Sweden's TV3 vows to expand in central Europe

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STOCKHOLM -- Swedish commercial satellite television broadcaster TV3 intends to grow its business in Central and Eastern Europe, targeting the Baltic states, Poland, the Czech Republic and Hungary.

"Competition in the commercial television sector in Poland and the Czech Republic is fierce, but there are still opportunities there. Perhaps of more interest are Romania, Belarus, Russia and Ukraine," says TV3 President Jens Torpe. Channel 31, the Latvian TV channel acquired by TV3 in June, this week changes its name to TV3, a branding strategy which the company intends to use in all countries it enters.

The re-branding means that TV3's commercial broadcasting services in the Nordic countries and Baltic states will in future be marketed as TV3.

"We are the main player in most of these markets. If one adds these six countries together, we can actually be viewed by 17.3 million people, or 66% of the potential audience in this area. We hold a 14% audience share of this regional market. No other network has such a large coverage," Mr. Torpe says.

Copyright September 1998, Crain Communications Inc.

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