MTG: NEW FREE-TV CHANNEL TO BE LAUNCHED IN DENMARK

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 Denmark. TV3 PULS will be launched on Monday 23 March as a broad appeal general entertainment channel targeting an audience of 15-49 year old men and women. The channel will be available in more than 50% of Danish TV households from launch via satellite on Viasat’s own DTH platform, in Denmark’s largest cable TV network – ‘YouSee’ – and on IPTV. Further distribution agreements will be added moving forward.

TV3 PULS will broadcast exclusive live coverage of the Formula One motor racing and MotoGP motorcycle grand prix championships, as well as blockbuster movies, top drama series and popular lifestyle programmes. The first week’s coverage will also include Denmark’s 2010 World Cup qualifier with Malta.

TV3 PULS will join Viasat Broadcasting’s existing TV3 and TV3+ free-TV channels, which have a combined commercial share of viewing amongst 15-49 year olds of approximately 22%. Viasat is the second largest media house in Denmark in terms of audience and market share. The new channel will be positioned between the female skewed TV3, and male skewed TV3+, and will target both men and women within the 15-49 demographic.

Hans-Holger Albrecht, President and CEO of MTG, commented: “The launch of TV3 PULS is in line with our overall strategy to build an integrated media house offering the very best in TV entertainment.”

“The digital multi-channel environment will become a reality in Denmark in 2009 with analogue terrestrial viewers having to make a choice about how they want to watch TV after the planned switch-off later in the year. The Viasat platform is the obvious solution in the digital environment, with the most comprehensive entertainment packages available in the market, including leading channels from Viasat, DR, TV2 and other international content owners.

“TV3 PULS will complement our already strong offering of free and pay-TV channels, and provide an even wider platform to showcase and deliver our portfolio of sports content on our free-TV channels and TV2 Sport joint venture channel”.


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For further information, please visit www.mtg.se, email investor.relations@mtg.se, 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
Email: investor.relations@mtg.se

Press Enquiries:
Bert Willborg +44 (0) 791 2280 850
Email: bert.willborg@mtg.se