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MUMBAI:
Modern Times Group (MTG), the international entertainment
broadcasting group, is launching a new free-TV channel 'Prima
Cool' in the Czech Republic on 1 April. It will be a broad-based
general entertainment channel targeting 20-40 year old viewers.
The
male-skewed channel will include blockbuster movies, the Futurama
animated series, comedies including The Big Bang Theory and
Chuck, Brainiac, Top Gear and much more. The channel will
also broadcast English Premier League football.
MTG
President and CEO Hans-Holger Albrecht said, "Viewers
will be offered differentiated and quality programming content
that will enable us to deliver incremental reach for advertisers.
Prima COOL will complement TV Prima and support our drive
to increase our audience viewing and advertising market shares."
The
new channel is being launched following the award of new digital
licenses to 'TV Prima' (MTG's existing channel) as part of
the ongoing digitalisation of the Czech TV market. Analogue
terrestrial broadcasting is gradually being switched off,
with the process due to be completed by the end of 2011.
The
channel will be distributed in the digital terrestrial network,
as well as through cable, satellite and IPTV networks.
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