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International Internet Magazine. Baltic States news & analytics Sunday, 27.05.2018, 08:27

LNT and TV3 advertising market share to reduce to 50-60% in 2-3 years

Nina Kolyako, BC, Riga, , 05.06.2012.Print version
During the next two to three years, the market share of Latvijas Neatkariga Televizija (LNT) and TV3 television channels will reduce to 50-60%, Kaspars Ozolins, the head of Swedish media group Modern Times Group (MTG) operations in the Baltic States, said in an interview with Latvian State Radio today.

As reported, MTG has accepted the Competition Council's conditions and completed the acquisition of LNT.


Ozolins emphasized that all previously published estimates, indicating that LNT and TV3 market share will constitute 80%, are incorrect. At the moment, the figure is at 60-70% and continues to reduce due to new Russian and U.S. channels on the advertising market, writes LETA.


It is also necessary to take into account the common trends on the advertising market, where the Internet strengthens its positions, becoming the main player.


Commenting the common trends on the television market, Ozolins explained that the situation dramatically deteriorated after the crisis of 2008, when advertising revenues plummeted. However, MTG is a long-term investor, who believes in the market's development and gradual stabilization, said Ozolins.

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