SOFIA: Central European Media Enterprises (www.cetv-net.com) is ending terrestrial broadcast of its Pro.BG station (www.probg.bg), the second most important channel of the group after bTV (www.btv.bg). Replacing it is entertainment channel bTV Action.
In June 2010 CME made a first attempt to reduce Pro.BG costs by cancelling all morning news programmes. According to monitoring agency TNS/TV Plan, during the six month trial, the reduced format station could not reach a market share over 3%.
The new channel, bTV Action (www.btv.bg/action) will probably be broadcast via satellite and cable. The bTV group now will be composed of bTV, bTV Comedy (www.btv.bg/comedy), bTV Cinema (www.btv.bg/cinema), bTV Action and Ring.BG (www.ring.bg).
The new channel started broadcasting on 1 January 2011. Its program is composed mainly of films, sport and current social and political affairs programmes. According to independent media experts, bTV Action will be mostly targeted to the male audience that "generally watches TV less than the female audience and demonstrates different taste."
Two years ago CME bought Pro.BG and Ring.bg for $187 million and the terrestrial bTV channel together with bTV Comedy and bTV Cinema for $400 million.