NEW launch TV4 is reaching 61 per cent of Polish television households since its launch on April 1. TV4, which has acquired the satellite and terrestrial feeds from Nasza TV and Polsat 2 has a higher technical reach than both TVN (58 per cent) and RTL7 (45 per cent) According to AGB Poland TV4 obtained a 3.5 per cent audience share during April (Nasza TV only managed a 1.7 per cent reach during the previous month. TVN fell from 3 per cent to 2.6 per cent while RTL7 saw its audiences slip from 3 per cent to 2.6 per cent.

It is probable that most of the falls can be atributed to the success of TV4. The station has a technical reach of about 11 per cent greater than that of Nasza TV, though the greater ratings have so far failed to produce benefits in the form of increased advertising revenue.

Since the second half of April RTL7 has introduced a raft of new programmes, dropping many documentary features, in favour of entertainment. Senior management have set themselves a target of a 7 per cent audience share by the end of the year.