CME launches female-skewed channel

Warner Bros-backed central and eastern Europe-focused broadcast group CME is launching a female-skewing channel in Bulgaria.

The offering, bTV Lady, will roll out on DTH and cable in the country on January 28. It will be programmed with telenovelas from Turkey and Latin America alongside acquired lifestyle, reality and entertainment programming. There will also be exclusive Bulgarian-originated content.

“Surveys identified the need for a channel that offers Bulgarian women their favourite programmes and genres in one place, so bTV Lady was the next natural step in our multichannel strategy,” said Vicky Politova, bTV Media Group’s general director. “We’re looking forward to being a clear differentiator on the market and offering exclusive local content, the first programme of which will be a daily talk show.”