The core Antena 1 has started to skew younger, while Antena 2 has become the celebrity-driven Antena Stars.
The female-skewed Euforia is another offering strongly targeting women.
Several of the legal cases in process see the pair seeking compensation from each other.
“It is well known that we have a lot of legal cases with them.
Antena’s cause was boosted earlier this year when it lured lauded local producer Mona Segall and her production team from Pro TV.
Having been the creative force behind Pro TV’s adaptations of the Despite cost cuts and job losses, Pro TV is not, however, about to quietly concede its ratings crown and, on CME’s most recent analyst call, co-CEO Christoph Mainusch touted “a new record in the history of audience measurement in [Romania] by achieving an average primetime audience share of almost 29% during the month of March”. It is slated to debut later this year as one of the centrepieces of the free-to-air broadcaster’s autumn schedule as it attempts to reposition itself and woo younger viewers.
Alexandrescu expects the momentum built by flagship network Antena 1 will see it overtake Pro TV in the ratings.
Seated in his spacious office on the ninth floor of Intact Media’s ten-storey Bucharest headquarters, Sorin Alexandrescu turns the interviewer-interviewee tables and wants to know what TBI knows about Antena Group.
The initial cautiousness can be explained in part by recent events that have seen Antena and pay TV operator RCS & RDS trade lawsuits and, at one point, Antena Group CEO Alexandrescu (pictured) arrested on blackmail charges. With the legal situation unfolding and the eyes of market watchers on developments, it is a crucial period for Antena, the broadcast group that operates a family of channels spanning general entertainment, news, music and celebrity.
They are a different organisation with different people.
These are two very different cases.” As well as cases with the local competition authorities, there are ongoing court cases between Intact and RCS & RDS, including one that saw Alexandrescu arrested and subsequently released.
It is quite difficult to foresee a timeline for a decision while all those cases are in court,” says Alexandrescu.