TV Avala

TV Avala was a Serbian commercial television network operated by TV Avala d.o.o. It was established as a national broadcaster after receiving a national television frequency in April 2006 and began broadcasting on September 17, 2006, at 8 p.m. The station was headquartered in Belgrade's Savski Venac municipality and broadcast around the clock. In its first years, TV Avala followed a general-interest commercial television model. Its schedule combined films, news, sports and imported entertainment. The station attracted particular attention from Serbian science-fiction viewers because it legally aired Star Trek: Enterprise, marking the return of a Star Trek series to legal Serbian television after an absence of nearly fifteen years. Although the program achieved only moderate ratings, it helped create a dedicated fan community, including an unofficial website and forum established before the broadcaster's official online presence became available. The network initially positioned itself as a broad national channel, and its editorial tone and programming mix were sometimes compared with the former RTS 3K service. Its programming included international sports rights such as Serie A football and the Copa Libertadores, as well as telenovelas, movies and news. Audience measurement for 2007 placed TV Avala sixth among Serbia's national broadcasters, with a reported 3.6 percent television market share and approximately 2.2 million viewers who watched for at least one minute during an average day. TV Avala experienced persistent financial and organizational pressure. Its reported loss for 2007 was RSD 602.358 million, while the 2008 report recorded a loss of RSD 499.176 million. These figures were reported in the company's annual filings and were accompanied by a reduction in reported employees from 172 in 2007 to 160 in 2008. The station also underwent repeated changes in editorial leadership and ownership. A major programming change came in March 2010, when the broadcaster moved substantially toward business news and undertook a wider format makeover under the influence of investor and competing broadcaster Željko Mitrović. The change was accompanied by the replacement of editor-in-chief Aleksandra Radujko with Robert Nemeček, followed later in 2010 by the appointment of Bojana Lekić to senior management and editorial responsibilities. Lekić left in January 2012 during a period of labor unrest and a strike, after which board member Dušan Pančić assumed the editor-in-chief role. The ownership structure evolved several times. Danko Đunić was reported to hold 51 percent at the outset, and Željko Mitrović acquired a 4.95 percent interest in March 2008. A proposed 49 percent acquisition by RTL Group received regulatory approval in October 2008 but was not completed. Around 2010, Greenberg Invest GmbH acquired a combined 48.44 percent formerly held by a group of corporate shareholders. In October 2012, Saša Popović of Grand Production and Željko Mitrović were reported to have reached an agreement concerning control of the network. The planned rebranding as Narodna TV did not take place as announced; instead, the station began broadcasting under the Pink2 identity on November 4, 2012. TV Avala therefore ceased operating as a distinct television brand.

TV Avala was formed as a Serbian limited liability television company and obtained a national broadcasting frequency in April 2006. It launched on September 17 of that year, becoming one of the commercial television services available across Serbia. The channel operated from Belgrade's Savski Venac municipality and maintained a 24-hour schedule. The early service used a conventional commercial television formula built around movies, news, sports and imported entertainment. Its editorial style and program structure were compared in some accounts with the former RTS 3K channel. One of its most distinctive early acquisitions was Star Trek: Enterprise, which was legally broadcast in Serbia after a long absence of Star Trek programming from the country's television market. The series developed a recognizable fan following, although its audience performance was described as moderate. TV Avala also carried international sports properties, including Serie A football and the Copa Libertadores, alongside telenovelas and general entertainment. In 2007, AGB Nielsen data placed it sixth among Serbian channels with national coverage. The same reporting gave it a 3.6 percent television market share and approximately 2.2 million average daily viewers who watched for at least one minute. The company faced substantial financial losses and repeated management changes. Its 2007 filing reported 172 employees and a loss of RSD 602.358 million. The 2008 filing reported 160 employees and a loss of RSD 499.176 million. In ownership terms, businessman Danko Đunić was reported to control 51 percent at the beginning, while Željko Mitrović acquired 4.95 percent in March 2008. RTL Group was cleared in October 2008 to purchase 49 percent for a reported €45 million, but the deal was not completed. The ownership structure later included a group of companies holding smaller positions. Around 2010, Greenberg Invest GmbH acquired the interests of Tehnoprogres, Media Plus, Tuck Vision, Dexin Film, ITM Group and Metalac, representing a combined 48.44 percent. The station's editorial leadership changed in parallel. Founding editor-in-chief Srđan Đurić departed in 2008 and was succeeded by Aleksandra Radujko. In 2010, Željko Mitrović became special adviser to operational management, Robert Nemeček was appointed editor-in-chief, and the channel began a major format change. Bojana Lekić joined the organization as general manager in October 2010 and soon took on editorial responsibilities after Nemeček's departure. She remained in an acting editorial role for more than a year before leaving in January 2012 during a strike and broader turmoil at the station. Board member Dušan Pančić subsequently became editor-in-chief. The network's final phase involved a proposed change of control and identity. In October 2012, Saša Popović of Grand Production and Željko Mitrović were reported to have agreed on the purchase of a controlling stake. The announced plan was to rename the channel Narodna TV from January 7, 2013. Instead, the existing service changed identity earlier: from November 4, 2012, it broadcast as Pink2. TV Avala therefore ceased to exist as a separate television brand.

• 2012

  Brand replaced by Pink2

  [1]TV Avalaen.wikipedia.org

  TV Avala stopped broadcasting under its own name and adopted the Pink2 identity on November 4.

• 2010

  Business-news repositioning

  [1]TV Avalaen.wikipedia.org

  The network substantially redirected its programming toward business news and began a format overhaul.

• 2008

  Mitrović takes a minority interest

  [1]TV Avalaen.wikipedia.org

  Željko Mitrović acquired a reported 4.95 percent stake.

• 2006

  National frequency granted

  [1]TV Avalaen.wikipedia.org

  TV Avala received a national television frequency in Serbia in April.

• 2006

  Broadcast launch

  [1]TV Avalaen.wikipedia.org

  The network began broadcasting on September 17 at 8 p.m.

A Serbian national commercial broadcaster combining general entertainment, news, imported series and sports, later shifting toward a more business-news-oriented format.

• Television broadcasting · 2006

  National television network

  TV Avala's core offering was a 24-hour national terrestrial television service in Serbia. It combined locally produced news and current affairs with acquired films, series, sports and other entertainment programming. The channel operated as a general-interest broadcaster rather than a narrowly specialized service.

• Imported television series · 2006

  Star Trek: Enterprise

  The channel's early schedule included a legal Serbian television broadcast of Star Trek: Enterprise. The acquisition was notable because it represented the return of a Star Trek series to legal Serbian television after an extended gap and helped TV Avala develop a dedicated science-fiction fan audience.

• Sports broadcasting

  Sports programming

  TV Avala carried selected international sports rights, including broadcasts associated with Italy's Serie A football competition and South America's Copa Libertadores. These rights formed part of the network's effort to build a broad national schedule alongside news and entertainment.

• 2012

  Control transaction and planned rebrandingM&A

  Background

  Following negotiations during 2012, Saša Popović of Grand Production and Željko Mitrović were reported to have agreed on the purchase of a controlling stake.

  Action taken

  The parties announced that the network would become Narodna TV in January 2013, but the station instead adopted the Pink2 identity on November 4, 2012.

  Aftermath

  TV Avala disappeared as a separate brand and continued under the Pink2 name.

  Source

• 2010

  Shift toward business newsStrategy

  Background

  After several years using a general-interest schedule centered on movies, news and sports, the network undertook a substantial editorial and format change.

  Action taken

  TV Avala increased its emphasis on business news and began a broader programming and personnel makeover under new management influence.

  Aftermath

  The change was accompanied by senior editorial turnover, including the replacement of Aleksandra Radujko by Robert Nemeček and subsequent management changes.

  Source

1. 1TV Avalaen.wikipedia.org
2. 2TV Avala official websitetvavala.rs