1. TV MARKET in CEE region
18th November 2010 Bucurest
EE
CZ
PL
LA
LI
CR
BiH
BG
HU
RO
SK
SR
SL
MN

2. EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Key media
houses in CEE

3.  No1 position in Czech Republic, Slovakia,
Slovenia, Croatia, Romania and Bulgaria
 4 /2010 –sold its operations in Ukraine
CZ
SK
CR RO
SL
BG
CME

4.  strong position in Czech republic,
Baltics and Bulgaria
No1 position in Latvia and Lithuania
Content cooperation with TV JOJ (SK)
MTG
EE
LA
LI
CZ
HU
SL
BL

5.  No 1 position in Hungary
Strong position in Croatia
 operates mainly in Western Europe
HU
CR
RTL

6. EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Key CEE countries
overview

7.  Main channels: TVP, Polsat, TVN (more
than 65% of the market)
 Over 80 TV channels in polish
 GRP packages / CPP guarantee
 Ratecard – in case of high sold out ratio
POLAND

8.  More players with high market share
– PRO TV, Antena 1, Realitatea TV,
TVR1, KanalD, Antena 3
 Highest share of media investements
into TV - 65%
CPP guarantees on Full Year volume
ROMANIA

9.  Main channels: RTL Klub a TV2
(ProSiebenSat) – 40%
 Other channels 60% - CPP guarantees
Exception:
RTL - SAP – „Station Average Price“
(price is calculated according to actual supply
and demand)
HUNGARY

10.  Duopoly situation
Main channels: Prima TV (MTG) a
TV Nova (CME) – 50 %
 Full year CPP deals
 Non monitored channels - „Price per
spot“
CZECH REPUBLIC

11. Media parameters
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN

12. Sources:AGB Nielsen, ATO Mediaresearch, TNS PMT, AGB Arianna, TNS Emor, AGB NMR
AVERAGE TIME SPENT (min. per day)

13.  Peoplemeter research – available in most
of CEE markets
 Electronic measurment of audience –
panel of housholds, which mirror social and
demographic structure of inhabitants
 Providers - Kantar Media, Gfk, AGB
Nielsen, Mediaresearch
MONITORING

14. 0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Jan/04
Mar/04
May/04
Jul/04
Sep/04
Nov/04
Jan/05
Mar/05
May/05
Jul/05
Sep/05
Nov/05
Jan/06
Mar/06
May/06
Jul/06
Sep/06
Nov/06
Jan/07
Mar/07
May/07
Jul/07
Sep/07
Nov/07
Jan/08
Mar/08
May/08
Jul/08
Sep/08
Nov/08
Jan/09
Mar/09
May/09
Jul/09
Sep/09
Nov/09
Jan/10
Mar/10
May/10
Jul/10
ČT1
ČT2
NOVA
Prima
TVP1
TVP2
Polsat
TVN
TV2
RTL KLUB
Source: Mediaresearch ATO, AGB, AGB Nielsen
AVERAGE RATINGS

15. 30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6
%sellout
months
Poland Hungary Czech Republic Slovakia
2009 2010 PL: TVP1 a TVP2 –
160 minutes – day
limit; Polsat i TVN –
216 minutes day
limit
CZ: Nova+ Prima-
288 minutes day
limit
HU: public station:
144 minutes day
limit, commercial
station: 288
minutes day limit
SK: TV Markiza +
TV JOJ 288 minutes
day limit; STV 144
minutes day limit
Source: Mediaresearch ATO, AGB, AGB Nielsen
SOLD OUT RATIO

16. SALES POLICY
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN

17.  Guaranteed yearly CPP / volume – majority of CEE markets
 SAP in Hungary
 RBS – MTG
 Discounts for early signed commitments/ guarantees
 Discount incentives during the year – low season
 Advantageous conditions for investments into other media
channels within one supllier
 Greater opportunities in sponsorship and product placement
SALES POLICY PRINCIPLES

18.  Growing sold out ratio of main/key TV chanells
 Niche chanells are gaining their
 New small thematic chanells entering markets
 Low investements into content
 Duopoly situation on many CEE markets
 Untransparent sales policy
CONCLUSION