WB's pole position
Int'l TV arm forms multiyear pact with TVN
CANNES -- In a deal that suggests just how much the players in secondary markets are stepping up to the plate, Poland's upstart commercial broadcaster TVN inked a multiyear deal late Wednesday with top U.S. distributor Warner Bros. Intl. Television.
The deal is considered to be worth upwards of $20 million a year over five years to the Hollywood studio, a price several times what was being paid by broadcasters in Poland five years ago. In money terms, it is probably one of the largest deals actually concluded at this week's Mipcom TV trade show in Cannes.
Taking product east
While not as rich as similar package deals in the top Western European territories, there is definitely a huge appetite for American movies and TV shows in the former Eastern European and Soviet satellite countries. And much Yank product has never been aired in these territories.
The agreement provides TVN with the exclusive free TV broadcast rights to a slate of Warner Bros. feature films, TV series, made-fors, miniseries, classic and contempo animation, docu programming and some library product.
"This deal exemplifies how truly competitive the marketplace in Poland has become," WBIT president Jeffrey Schlesinger said. "TVN has, in a short amount of time, become a force in the television landscape in Poland. Their aggressive acquisition strategy has paid off in their ability to gain considerable market share. Our programming has thrived on TVN and we look forward to continuing our mutually beneficial relationship with them."
The deal was negotiated on behalf of Warner Bros. by Tim Horan, the Hollywood studio's sales director for the region.
Record audience
TVN recently celebrated its second anniversary on the air by hitting a record 17% nationwide average daily market share and by capturing the No. 1 position in its coverage area by reaching a 34% market share during primetime.
"The Warner Bros. library is a key driver to TVN's success in Poland," TVN CEO Mariusz Walter said. "This multiyear output deal is another milestone in the history of TVN and we are looking forward to continuing our fruitful cooperation."
TVN is owned by ITI Holdings, a Luxembourg-registered company that is active in Poland in broadcasting, production, theatrical and homevideo distribution, and movie exhibition.
