Prime Media Group
Prime Media Group was an Australian media company focused primarily on regional television broadcasting, with additional interests in radio, datacasting, online media and television joint ventures.
Last updated November 4, 2026
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Overview
Prime Media Group Limited was an Australian media corporation whose principal businesses were regional commercial television networks. Its broadcasting assets included Prime7 in eastern Australia and GWN7 in regional Western Australia, giving the company a substantial presence outside Australia's metropolitan television markets. The group also held interests in Mildura Digital Television and West Digital Television, both joint ventures with the WIN Corporation, and operated the datacasting channel ishop TV. Through its iPrime division, it also developed an online regional media portal. The company's corporate origins can be traced to Altarama Minerals, incorporated and listed in 1970. After a period in the automotive sector and several corporate name changes, the business came under the control of businessman and healthcare entrepreneur Paul Ramsay in 1985. Ramsay renamed the company Ramcorp and pursued diversification into healthcare, advertising and media. Allan Hoy was appointed founding media chief executive and led the acquisition of a group of regional television stations in New South Wales during 1987. These stations, including outlets in Wagga Wagga, Albury, Dubbo, Orange, Taree and Tamworth, were brought together under the Prime Television Network identity. Prime's regional broadcasting footprint expanded during the aggregation of Australian television markets in the early 1990s. The company developed a close programming relationship with the Seven Network, which became an important part of its regional commercial television proposition. Although Ramcorp had accumulated heavy debt during its expansion and recorded substantial earlier losses, Prime Television returned to profit by 1993. The company then acquired the Golden West Network in Western Australia from Kerry Stokes's interests in 1996. The acquisition established a second major regional television platform and made Prime one of Australia's most significant non-metropolitan broadcasters. The group also experimented with international expansion. In 1997 it acquired Argentina's Canal 9 network, subsequently rebranding it Azul Televisión. The investment underperformed amid difficult economic conditions, and Prime exited Argentina in 2001 at a reported loss relative to the purchase price. Prime also entered New Zealand in 1998 through Prime Television New Zealand. A later programming and financing arrangement with Publishing and Broadcasting Limited improved the New Zealand operation's ratings and profitability, but Sky Television ultimately acquired Prime New Zealand in 2005. From 2005, Prime broadened beyond television by acquiring a group of Queensland radio stations in Cairns, Townsville, Mackay, Rockhampton and Gladstone. It added Sunshine Coast stations Zinc 96.1 and Hot 91.1 in 2007, and changed its corporate name from Prime Television Limited to Prime Media Group Limited that December. The radio expansion did not meet the company's long-term expectations, and the stations were sold to Grant Broadcasters in 2013 for less than Prime had paid for the assets. Prime also pursued digital initiatives. Its iPrime portal provided online regional content and services across areas served by Prime7 and GWN7. In the 2007 federal election period, the online division launched Federalelection.com.au in partnership with Roy Morgan. Meanwhile, Seven Network interests acquired a significant minority stake in Prime, while Lachlan Murdoch also held a stake for a period. Murdoch left Prime's board in 2010 because of Australian media cross-ownership restrictions associated with the company's radio holdings. Seven West Media attempted to acquire Prime in 2019, but the proposal failed after major shareholders Bruce Gordon and Anthony Catalano opposed it despite majority shareholder support. A renewed proposal valued at A$121.9 million was announced in November 2021. Prime shareholders approved the transaction in December, and the acquisition completed on 31 December 2021. Prime Media Group Limited was renamed PRT Company Limited on 3 January 2022, marking the end of Prime Media Group as an independent listed media company and brand in its former corporate form.
History
Prime Media Group developed from a listed company incorporated as Altarama Minerals in 1970. Following an earlier move into automotive activities, the business was renamed Altarama in 1973. Paul Ramsay took control in 1985 and renamed the company Ramcorp, using it as a vehicle for diversification across healthcare, advertising and media. The decisive transformation came in 1987, when media executive Allan Hoy led the purchase of regional television stations in New South Wales. The stations served markets including Wagga Wagga, Albury, Dubbo, Orange, Taree and Tamworth and were subsequently identified collectively as the Prime Television Network. The business changed its name to Prime Television Limited in 1991, reflecting its growing role as a regional broadcaster in New South Wales and Victoria. Prime's expansion coincided with the aggregation of Australian television markets. The company entered a ten-year programming affiliation arrangement with the Seven Network, establishing a relationship that shaped its programming and commercial identity for decades. Expansion required considerable borrowing, and Ramcorp's broader Australian and United States healthcare and media interests produced serious financial pressure. Prime nevertheless returned to profitability in 1993 after earlier accumulated losses, while continuing to invest in audience reach and regional transmission coverage. In 1996, Prime bought the Golden West Network from interests associated with Kerry Stokes. The acquisition gave Prime a dominant regional television position in Western Australia, where GWN was the established commercial network in its licence area. Prime later faced increased competition when WIN Television received a regional Western Australian licence in 1997. The company pursued international growth in both Argentina and New Zealand. Prime acquired Argentina's Canal 9 in 1997, renamed it Azul Televisión in 1999, and later sold its remaining interest after the station performed below expectations. Prime Television New Zealand began broadcasting on 30 August 1998. A 2002 joint venture arrangement with Publishing and Broadcasting Limited supplied programming, expertise and funding and helped improve the New Zealand operation. Sky Television bought the New Zealand business in November 2005. Prime entered Queensland radio in late 2005 by purchasing stations in five regional centres. It added two Sunshine Coast stations in 2007 and changed its corporate name to Prime Media Group Limited in December of that year. The radio strategy was later reversed, with the stations sold to Grant Broadcasters in 2013 for less than the original acquisition cost. Television remained the group's core activity. Its assets included the Prime7 and GWN7 regional networks, the ishop TV datacasting channel, and 50-percent interests in Mildura Digital Television and West Digital Television alongside the WIN Corporation. Prime's digital activities included the iPrime portal and the 2007 Federalelection.com.au project produced with Roy Morgan. The Seven Network accumulated a 14.9-percent interest in Prime. Lachlan Murdoch also held an 8-percent stake and served on the board for a time, but resigned as a director in 2010 because cross-ownership rules applied to the combination of Prime's television and radio interests. Seven's first attempt to acquire the whole company failed in December 2019 after opposition from major shareholders Bruce Gordon and Anthony Catalano. A second proposal, announced in November 2021, was approved by shareholders in December and completed on 31 December 2021. Prime Media Group Limited was renamed PRT Company Limited on 3 January 2022.
- 2022
Renamed PRT Company Limited
[1]The company changed its legal name to PRT Company Limited on 3 January.
- 2021
Acquisition by Seven West Media completed
[1]Shareholders approved Seven West Media's takeover and the transaction completed on 31 December.
- 2013
Radio assets divested
[1]Prime sold its Queensland radio stations to Grant Broadcasters.
- 2007
Corporate name changes to Prime Media Group
[1]The company adopted the Prime Media Group Limited name after expanding into radio and other media activities.
- 2005
New Zealand business sold
[1]Sky Television acquired Prime Television New Zealand for NZ$30 million.
- 2001
Argentina exit
[1]Prime sold its stake in the Argentine network after the investment failed to meet expectations.
- 1998
Prime Television New Zealand launches
[1]Prime Television New Zealand commenced operations on 30 August.
- 1997
Argentina expansion
[1]Prime purchased Argentina's Canal 9 television network, later renamed Azul Televisión.
- 1996
Golden West Network acquired
[1]Prime expanded into regional Western Australia by acquiring the Golden West Network.
- 1991
Prime Television Limited name adopted
[1]The company adopted the Prime Television Limited name during the expansion of regional television aggregation.
Products and positioning
A regional Australian media operator built around commercial television broadcasting and local advertising markets, with supplementary ventures in radio, online media and datacasting.
Regional television network
Prime7
Prime7 was Prime Media Group's regional commercial television network serving markets in eastern Australia. It formed the central part of the group's broadcasting identity and carried programming associated with the Seven Network affiliation, supported by local advertising sales offices across its regional sub-markets.
Regional television network
GWN7
GWN7 was the group's regional Western Australian television network, acquired through Prime's 1996 purchase of the Golden West Network. It operated in the regional Western Australian licence area and complemented Prime7's eastern Australian footprint.
Datacasting channel
ishop TV
ishop TV was a datacasting channel owned by Prime Media Group. It represented an extension of the company's media activities beyond conventional regional television broadcasting.
Online regional media portal
iPrime
iPrime was an internet portal developed for areas served by Prime7 and GWN7, including the Australian Capital Territory, regional New South Wales, regional Victoria and regional Western Australia. It was intended to extend the group's regional media presence into online publishing and services.
Digital television joint venture
Mildura Digital Television
Mildura Digital Television was a joint venture in which Prime Media Group held a 50-percent interest with the WIN Corporation. The service formed part of the group's digital television interests in regional Australia.
Digital television joint venture
West Digital Television
West Digital Television was a 50-percent-owned joint venture with the WIN Corporation, forming part of Prime's regional digital television portfolio.
Marketing campaigns
- 2007Federalelection.com.au
Australia
Prime's iPrime online division created Federalelection.com.au for the 2007 Australian federal election in partnership with Roy Morgan. The project was produced from Prime Television's Canberra headquarters and demonstrated the company's attempt to combine regional digital publishing with public-affairs coverage.
Outcome. The site was used as an election-focused online initiative; longer-term performance information is not specified in the reference material.
Brand decisions
2021
Seven West Media takeoverM&ABackground
Seven West Media had previously attempted to buy Prime in 2019, but the proposal failed after opposition from major shareholders.
Action taken
Seven West Media made a renewed proposal valued at A$121.9 million. Prime shareholders approved the transaction in December, and completion occurred on 31 December 2021.
Aftermath
Prime ceased to operate as an independent listed media company, and its legal name was changed to PRT Company Limited in January 2022.
Takeover proposal value. A$121.9 million (Proposal announced 1 November 2021)
2013
Sale of Queensland radio stationsM&ABackground
Prime's regional Queensland radio expansion was ultimately regarded as unsuccessful, and the company decided to exit the business.
Action taken
The radio stations were sold to Grant Broadcasters.
Aftermath
The sale price was A$50 million below the original acquisition price, according to the reference material, and Prime returned its focus to television-led regional media.
Sale price relative to original acquisition price. A$50 million less than the original acquisition price (2013)
2007
Adopted the Prime Media Group nameStrategyBackground
The company had expanded from regional television into radio and other media activities.
Action taken
Prime Television Limited changed its corporate name to Prime Media Group Limited on 5 December 2007.
Aftermath
The new name reflected a broader media portfolio, although the radio expansion was later unwound.
Recent events
- 2022
Prime Media Group renamed PRT Company[1]
Other
The company changed its legal name to PRT Company Limited on 3 January 2022 after the Seven West Media takeover.
- 2021
Seven West Media renews attempt to acquire Prime Media Group[1]
M&A
Seven West Media made a second takeover proposal for Prime valued at A$121.9 million after an earlier bid had failed in 2019.
- 2021
Prime shareholders approve Seven West Media takeover[1]
M&A
A majority of Prime shareholders approved Seven West Media's acquisition, which completed on 31 December 2021.
- 2013
Prime sells Queensland radio network[1]
M&A
Prime sold its Queensland radio stations to Grant Broadcasters after the expansion failed to deliver the expected long-term results.
- 2007
Prime acquires Sunshine Coast radio stations[1]
M&A
Prime purchased Zinc 96.1 and Hot 91.1 on the Sunshine Coast for a reported A$33.5 million.
- 2005
Prime expands into regional Queensland radio[1]
M&A
Prime Television announced the acquisition of radio stations in Cairns, Townsville, Mackay, Rockhampton and Gladstone, extending the group's regional media footprint beyond television.
Sources2 sources
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