Swedish-headquartered broadcast and production company Modern Times Group is set to snap up Slovenia's Prva TV channel for €8.1 million ($10.3m; £5.6m), as part of its ongoing drive into central and eastern Europe.

Prva TV is the third-largest private commercial free-to-air broadcaster in Slovenia and airs drama and comedy series, movies, sports and talkshows.

Television accounts for more than half of the Balkan republic's advertising market, which was estimated to generate between €70m and €90m in revenues in 2005.

Comments MTG president/ceo Hans-Holger Albrecht: "The Slovenian market presents considerable potential for MTG over the coming years, as well as a platform for potential expansion into the former Yugoslav republics."

MTG has operations in more than thirty countries around the world and is the largest free-to-air and pay TV operator in Scandinavia and the Baltic region.

Data sourced from mandmeurope.com; additional content by WARC staff