The Megasport TV Channel does not intend to change its format. It is rather a question of its re-branding. Taking a look at the present profile of the audience which prefers namely this channel, we can see that it is dominated by male viewers in the age group of 55 +. Having the audience in question in mind, we expect to expand our audience by attracting the young viewers as well as women.

Aleksandr Kravtsov: re-branding project manager:

‘The Megasport TV Channel will become more extreme, with competitive and entertaining content. What we want to do is to show sports not only in their classical form, but to offer some other spectacular competition formats.

We want every viewer who is no stranger to the competitive spirit and excitement to find something for themselves in the programme content of the channel, it is being understood that broadcasting will fully comply with the license requirements.’

Part of the staff employed by the Megasport is going to remain with the channel while some employees will be offered new opportunities within the frameworks of the U.A. Inter Media Group. Those who will fail to find self-fulfillment in the projects pf the media group will be compensated in accordance with the applicable law of Ukraine.

The Megasport TV Channel is planning to complete its re-branding process by the new television season starting in the spring of 2010.

The experince gained by the NTN TV Channel can serve as an illustrative example of a successful re-branding within the U.A. Inter Media Group. The NTN Channel joined the Inter Group in December 2007. In the autumn of 2008 after its re-branding efforts the NTN Channel came into its own and since then it has been steadily increasing its broadcasting ratings.

If as of the 43rd week, 2008, (October 20 - 26) the NTN’s target audience share ‘18-54’ made up 3.1% (cities 50, 000+), then on the assessment of the 43rd week, 2009, it reached 4.8% (audience ‘18-54’, cities 50, 000 +). Thus, over the year, the Channel’s share has increased by 54%. 

No less significant rating growth is expected by the Inter Group from the re-branding launched by the Megasport television channel.