MTG launches Lithuanian female-skewing channel

Scandinavian broadcasting group MTG is launching a third free-to-air channel in Lithuania.

The new entertainment channel, TV8, will debut on October 3 targeting females aged over 35 years. Its line-up will include locally produced talk shows and dramas, as well as US content including The Martha Stewart Show and The Bold and the Beautiful.

TV8 will be available in more than 60% of Lithuanian TV households from launch, via satellite on MTG’s own Viasat DTH platform, and on various cable and IPTV platforms. It will join existing MTG channels TV3, which targets families, and male-skewing TV6. 
Hans-Holger Albrecht, president and CEO of MTG, said: “The launch of TV8 is in line with our ‘media house’ strategy to launch complementary channel formats that deliver attractive audience groups for advertisers and grow our overall reach.”