TVP3 rolls out; 'Big Brother Battle' staged

Cash-strapped public broadcaster Telewizja Polska (TVP) on March 3 was scheduled to launch TVP3, a free information channel designed to mollify local viewers, who often criticized the public station for failing to provide adequate local coverage. But officials at the country's media watchdog are concerned that the station might be a medium for propaganda. TVP3, targeted at all of Poland's 16 provinces, is expected to cost zł. 240 million ($58.5 million) a year - a considerable investment given the financial problems of public television, which last year laid off 408 people and this year plans to slash another 1,000. TVP does not make available public financial results. Tadeusz Skoczek, one of channel's founders and a member of TVP's management board, said TVP3 would meet the expectations of local viewers, who have often criticized the public station for failing to provide adequate coverage of local news. "We also hope that by launching an information channel we'll be able to increase ad revenue," he added. The channel plans to broadcast seven hours of common daily programming and five hours of programming centered on local communities. Its flagship hourly news program, Kurier, is supplemented by regional information programs that, for example, are geared toward ethnic and religious minorities. TVP3 is Poland's second news channel after TVN24 launched last September. "But the two channels are different," Skoczek said. "We are free and they are a pay channel."

Contrary to some expectations, the arrival of TVP3 was warmly received by the National Television and Radio Council (KRRiTV), which keeps a close eye on state-run media enterprises like TVP. "It's a good idea provided there will be a lot of regional news on this channel," said Jarosław Sellin, a council member. "But public media in Poland are under great political pressure and one can't be sure that we're not witnessing the birth of a new instrument for regular propaganda." TVP3, the third of three channels owned by TVP, may soon have a new owner. The government is now working on an amendment to the media bill, based on a KRRiTV project under which TVP would be able to establish a new company, Polish Regional Television (PTR). "It would practically mean the privatization of TVP3," Sellin said. "Why? TVP, which holds 100% of PTR, will be able to sell its shares. The KRRiTV will have to agree to it and because of political liaisons, it shouldn't be difficult." Sellin added, however, that the amendment has little chance of being accepted by the Sejm. "Out of 460 deputies, only 60 are invited to the national media while the rest need regional media to become visible, so TVP3 is a very sensitive topic in the Sejm. (Deputies) don't want anyone to mess with regional television so a lot of SLD deputies will vote against such an amendment." Jan Byra, SLD deputy and vice president of the parliamentary media committee, declined to comment on the amendment draft until it reached the Sejm. "But I have my own opinions about it," he said. "I would rather keep everything the way it is now without any ownership changes at TVP3."

Stay tuned for a Big Battle Private broadcaster TVN plans to launch "Big Brother Battle" this spring, the third spin-off of its popular reality show. Edward Miszczak, director of programming for the station, is counting on "Big Brother Battle" to become the station's anchor program. "It's easier to persuade advertisers to advertise on TVN now when the debate on "BB" ("Big Brother") is over and they know what it's all about," Miszczak said. He did not say, however, whether the "Big Brother Battle" would be able to repeat the success of last spring's original program. "The first edition of 'BB' was a kind of a television event but its second edition was simply a very good program," he said. While the final program of the original "Big Brother" was watched by more than 8 million viewers, only 6.2 million watched the finale of the second version, according to AGB Polska, a TV market researcher. But according to market insiders, TVN doesn't need to rely on "BB" only to build its audience base. "When we were planning ad placements for this year, a new edition of 'BB' wasn't the station's 'to be or not to be,' " said Marcin Bogłowski, head of the TV division at Mediacom, a Warsaw-based media house. " 'BB' is no longer a must-be part of TVN's lineup if it wants to attract advertisers. Its audience is already established and it also has other good programs such as 'Agent' or good movies coming in the spring. When planning for this year we took into account the station's ratings and general position on the market and not the fact that it's running 'BB' again."

Meanwhile, market sources said TVN decided to launch the third edition of 'BB' - despite earlier declarations to the contrary - because No. 1 private broadcaster Polsat purchased the rights to "Bar," another popular reality show. " 'Bar' was more successful in terms of ratings than 'Big Brother' because it was run by the largest stations while 'BB' was usually launched by smaller broadcasters," said a source who asked not to be named. The result is that the two stations will likely compete fiercely for viewers as they did a year ago, when TVN launched the first edition of "Big Brother" and Polsat rolled out "Dwa światy," its homespun reality show. According to Mike Morley, director of Endemol Neovision, the Warsaw-based company that produces 'BB' in Poland, the program's new version promises to keep viewers glued to their screens. "It will be a psychological thriller and we'll play on people's deepest fears," he said. "This is a completely new format designed exclusively for Poland. 'BB I' was a big party, 'BB II' was a kind of a hangover-sleepy-affair the day after, and 'BB III' will be a real war, a battle." In "Big Brother Battle," 14 participants will be divided into two groups and will literally fight against each other. "It's a format that will test people to the very extent of their endurance," Morley said.