Modern Times Group MTG AB (publ.) (‘MTG’ or ‘the Group’), the international entertainment-broadcasting group, today announced that it will launch a new free-TV channel in the Czech Republic – ‘Prima COOL’ – on 1 April. The new channel will complement MTG’s existing TV Prima channel, which is already the second most watched TV channel in the Czech Republic. The channel is being launched following the award of new digital licenses to TV Prima 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.

Prima COOL will be a broad-based general entertainment channel targeting 20-40 year old viewers. The programming schedule of the male-skewed channel will include blockbuster movies, the Futurama animated series from the makers of The Simpsons, comedies including The Big Bang Theory and Chuck, Brainiac, Top Gear, as well as a number of other new shows and hit series never broadcast in the Czech Republic before. The channel will also broadcast English Premier League football.

Prima Cool will be distributed in the digital terrestrial network, as well as through cable, satellite and IPTV networks. The channel will have an initial national penetration of more than 50%.

Existing channel TV Prima had a 20.9% target audience (15-54 age group) viewing share in the fourth quarter of 2008, and reaches 97% of TV households in the Czech Republic. TV Prima has a female-skewed audience focus.

Hans-Holger Albrecht, President and CEO of MTG, commented: “The launch of Prima COOL reflects the media house strategy that we have successfully deployed in other markets. Viewers will be offered differentiated and quality programming content that will enable us to deliver incremental reach for advertisers. The launch is intended to further strengthen our position in the Czech Republic by taking advantage of the ongoing development of the digital terrestrial network. Prima COOL will complement TV Prima and support our drive to increase our audience viewing and advertising market shares.”


For further information, please visit, email, or contact:

Hans-Holger Albrecht, President & CEO
Tel: +46 (0) 8 562 000 50

Investor & Analyst Enquiries:
Matthew Hooper: +44 (0) 7768 440 414
Oscar Hyléen: +46 (0) 707 620 024

Press Enquiries:
Bert Willborg +44 (0) 791 2280 850

About Us

MTG (Modern Times Group MTG AB (publ.)) ( is a strategic and operational investment holding company in esports and gaming entertainment. Born in Sweden, the shares are listed on Nasdaq Stockholm (‘MTGA’ and ‘MTGB’).


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