TVN gives Poland the biznes

Poland’s TVN adds a business channel to its bouquet in cooperation with US network CNBC. TVN CNBC Biznes will launch this autumn…about the same time News Corp launches Fox TV in Poland.

The agreement with CNBC was announced yesterday (July 10). TVN will send jurnos to the London and Frankfurt CNBC studios and CNBC will receive feeds from Warsaw. TVN CNBC Biznes will have a staff of 50.

TVN’s approach to the Polish TV market appears to be one of surrounding any potential competition with as many channels as possible. They have eleven at last count.

Public broadcaster TVP enjoys a strong audience following for its channels and a reasonable ad share. Strategy, however, seems to be taking a back-seat to survival as top executives come and go

TV Puls has, so far, just been on the air. That changes this autumn as the channel is rebranded, FOX TV to honor its minority shareholder, News Corp. No, it’s not about honor at all. Rupert Murdoch might pay bounties for trophy newspapers like the Wall Street Journal in time for the next US election cycle but this is about solidifying positions in the Central and Eastern European broadcast markets where ad revenues are soaring. Apparently, the Franciscan Order of Poland, the majority owners, are just happy as clams.

Mr. Murdoch visited Warsaw at the end of June, ostensibly to pay courtesy calls on News Corps outdoor advertising company, US Ambassador Victor Ashe and the Polish Prime Minister Jaroslaw Kaczynski. He did not sell the outdoor company, as he did in Russia. He did not buy a newspaper; not allowed under Polish law but well, these things can be worked out.

He did talk about TV Puls. Coverage stinks and the right phone call from the right politician can make things happen. Already, News Corp has indicated that news will be a major program element of the new FOX TV. Market rumors suggest leading newscasters Tomasz Lis – formerly of TVN -  and Bogdan Rymanowski – currently with TVN24 - have already been approached.

“We are going to invest in TV Puls as much as is necessary,” said the master. The figure spent so far is about €36 million (US$50 million, PLN 138 million).

TVN’s owner – publicly traded ITI Group – is essentially in investment house that fell into the advertising business in Poland then the television business. CEO has invested well.

TVN’s deal with CNBC is, though, a minor shot in the war that will be Polish television in the coming months.

  – July 11, 2007

Keywords: television in Poland

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