The World: Ljubljana - Modern Times Group purchases Slovenia's Prva TV

Sweden's Modern Times Group is expanding into Central and Eastern Europe with the acquisition of the Slovenian channel Prva TV.

MTG bought the company, which is Slovenia's third-largest free-to-air channel, for EUR8.1 million. The broadcaster has a potential reach of 83 per cent of Slovenia's 640,000 TV households. In 2005, it had a 3.4 per cent share of viewing among 15- to 49-year-olds.

Hans-Holger Albrecht, the MTG president and chief executive, said the company's focus would be on enhancing the content offered to viewers and the operating efficiency of the business to drive sales.

The deal is currently being approved by Slovenia's Ministry of Culture.