Profile
Fully owned by Central European Media Enterprises (CME), Pro TV operates some of the most popular television stations in Romania. In 2022, Pro TV’s five television stations collectively held an audience share of nearly 22%, making it the largest television group in Romania in terms of audience. Its flagship channel, Pro TV, had an audience share of almost 22%, solidifying its position as the most-watched television channel in the country.
The history of Pro TV dates back to 1995 when it was founded by Adrian Sarbu, a former film director. Sarbu himself recorded the street protests during the 1989 anti-communist revolution, which ultimately led to the collapse of Nicolae Ceausescu’s dictatorship in Romania. Shortly after its launch, Pro TV broke the monopoly of Romania’s former state broadcaster. With its sensationalist news content, American blockbusters, and mass-catering television shows (a novelty in a country that had only a dull state broadcaster for decades), Pro TV has successfully maintained its leading position in the Romanian television market.
Sarbu has been involved in a series of scandals since his resignation as CEO of CME in 2013. Two years later, he was arrested on charges of tax evasion, embezzlement and money laundering. Later, he set up a new media company, Aleph Media, which became insolvent in 2023.
CME is a broadcasting group controlled by the Czech financial conglomerate PPF. It was co-founded in 1991 by Americans Ronald Lauder and Mark Palmer. CME launched broadcasting in the Czech Republic in 1994. In 2009, Time Warner (now operating as Warner Bros. Discovery) bought a 31% stake in CME. By 2013, Time Warner had increased its stake in CME. In 2019, it sold its stake to PPF in a transaction worth US$ 2.1bn.
In the past, Pro TV was exempted three times from paying its taxes to the state budget, which local experts and journalists argued was a sign of the broadcaster’s political dependence.Pro TV is recognized for its hyper-commercial programming aimed at driving large audiences. The station’s news content is known for its sensationalism and tabloid tendencies. Pro TV is a generalist channel that offers a lowbrow diet consisting of movies, reality shows, sports and newscasts.
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