Hungarian Television Rt (MTV) plans to launch a new channel called MTV Demokrácia, having secured the go-ahead from the National Radio and Television Board (ORTT).
MTV President Zoltán Rudi also hinted at the imminent establishment of cultural, sports and nostalgia channels, press reports said.
A press release from MTV stated that the new channel – to be also known as m3 – will launch on Jan. 1 at the earliest and March 15 at the latest. Its planned program structure includes items such as full-length coverage of parliamentary sessions and press conferences of important state bodies. The press release added that a committee has been set up to develop the means of operation of MTV Demokrácia.
According to Árpád Mondok, managing director of media agency MC MediaCompany Kft, the state-owned TV company’s decision is in line with current tendencies.
“For consumers, it is positive.
The appearance of theme channels reflects the trend of consumer segmentation all across Europe,” he said. “Having said that, I don’t know of any channel in Europe that could commercially succeed with a program structure similar to that planned for MTV Demokrácia.”
However, he hypothesized that, with commercially less attractive programs moving to the new channel, the existing channels (mtv and m2) could start attracting more advertisers.
Ferenc Schiffer, media director at Aegis Media Kft, expressed a mixed opinion.
“From the commercial view, [MTV’s move] can be regarded as a brave entry into a new market. On the other hand, it raises a few questions regarding the efficient spending of taxpayers’ money,” he said.
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10.11.2004