The format of the new TV channel will be “documentary action”. This is mentioned in the official statement of the TV company, which is accessible for MediaBusiness. Signaling will be realized through the satellite and the cable network. More than $5 million are going to be invested in the launch of the project.     

The TV channel’s concept is “Amazing reality”. Its targeted audience is young men under 30 years of age, consuming information aggressively.

“The airtime of the new channel will be packed with striking, provocative, and often even outrageous programs, designed especially for high sensation-seekers”, STB TV channel’s press office reports. “The new channel’s content is going to provide its viewers a desired dosage of adrenaline. It includes extreme sports and stunts, martial arts and ultimate fighting, firsthand reports and documentary films about natural anomalies and dangerous beasts”.

Volodymyr Borodyans’kyi, the director general of STB company, refused to mention the new channel’s title. According to him, at the present moment the company is preparing all necessary documents to obtain a license from the National Council on Television and Radio Broadcasting of Ukraine and recruits the new channel’s staff.       

Ruslan Tereschenko, the marketing director of STB company, the “documentary action” channel will be popular among TV viewers and advertisers as well. “As of today, the Ukrainian market lacks such a channel”, he noticed. “Many cable operators include several channels from Discovery and National Geographic families in their packages, but our new channel will be in marked contrast to them. Our content will be based on real life, just as Discovery’s and National Geographic’s, but in our case, the dominant requirement for the content is its impressiveness. Our programs must astonish TV viewers, fascinate and amaze them. Speaking of the targeted audience, they are high sensation-seekers, driven by curiosity, and thirst for knowledge, and desire to understand the world around, to touch its borders. In terms of demography, they are mostly men at the age of 15-30 years. It is very difficult to reach this TV audience, that’s why it is in great demand among advertisers”.

According to Volodymyr Borodyans’kyi, right after the channel’s launch, the share of its own projects during the airtime will be modest, but it will increase in the course of time. “We expect that by the end of the first year of the new channel’s broadcasting, its share of audience aged from 14 to 49 years will have reached1,2-1,3%”, he told in the interview given to MediaBusiness.     

STB TV channel is the Ukrainian nationwide TV network. Its targeted audience is people aged 18 years and older. The company was established in 1996 year. The channel is broadcasted in all the cities with population over 50 thousand people. In the third quarter of 2007 year, its share of audience aged 18 years and older amounted to 6,25%, the share of audience aged from 14 to 49 years was- 6,68%.The technical coverage of the channel is 92%. Novyi Kanal, ICTV, STB and M1 are parts of Chetviorka (Quad) holding which is managed by Viktor Pinchuk.