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Adrian Sarbu has conquered the Czechs following the example of PRO TV
February 29, 2008, Evenimentul Zilei
During his time as Regional Director for Czech Republic, Slovak Republic and Romania, Adrian Sarbu has exported with great success the PRO TV know-how in the Czech Republic and also in the Slovak Republic. Together with a Romanian team (sales, marketing and production specialists) he achieved important increases in revenues in 2007: 33% in the Czech Republic and 50% in the Slovak Republic. In Romania, revenues for 2007 increased 44% compared to 2006. The strategy followed the ProTV pattern: the spectacular TV station. In 2007, Sarbu launched in the Czech Republic, Nova Cinema, a movie- channel that follows the ProCinema format.
As a result of his achievements, he was appointed in October last year Chief Operating Officer for CME.
Double revenues
Net revenues almost doubled during the time Adrian Sarbu was Regional Director for the Czech Republic, Slovak Republic and Romania. According to [CME’s] financial report, net revenues for the Czech Republic grew from US$154 million in 2003 to US$279,2 million in 2007. Operating income also improved US$71.5 million in 2005 to US$156,5 in 2007. The net revenues for the Slovak Republic also increased, reaching US$110,5 million in 2007. Operating income doubled compared to the year ended December 31, 2006, reaching US$41,5 million.
The spectacular TV station
In 2006 Adrian Sarbu was appointed Regional Director for Czech Republic, Slovak Republic and Romania. At the time, “TV Nova, the Czech TV station was losing market share to its rival; the TV station didn’t have a sales strategy or a organizational structure”, said Romana Tomasova, Director of Corporate Communications for CME. The TV news didn’t know what live transmission meant. Adrian Sarbu went to Prague with a team of Romanian specialist from ProTV.
The team continued to coordinate the Czech TV station after Sarbu became an Officer of CME. Tonia Ungureanu, a member of the team (ex Acquisitions Manager for Acasa TV) was appointed Executive Director of Nova Cinema, the newest Czech TV station. TV Nova followed the example of ProTv and it became a spectacular TV station. The TV station graphics were also changed.
“He built a new strategy for the news shows; in fact, everything is new now, very similar to ProTV, because he brought the Romanian know-how here. The main news program of the day was extended by 10-15 minutes and is now very similar to the ProTv News”, said Vladimir Muzik, chief editor of “Blesk”, the Czech newspaper that has the highest readership. “I think Sarbu’s main purpose was to bring lower costs for TV Nova”, Muzik continued.
Sarbu tried to produce “Dancing for you”, the Czech and Slovak production of the very popular “Bailando por un sueno” Mexican format but the show was cancelled after only a season in the Czech Republic. In the Slovak Republic the show is a big success.
Channel orientation
With Adrian Sarbu as a Regional Director, TV Nova strengthened its news production and also its local productions. Right now, there are nearly one hundred talented script writers that are working for TV Nova, and the TV channel produces news programs, entertainment shows, telenovelas, TV series and other formats”, said Romana Tomasova. “Adrian Sarbu has also “used” the developing strategy of other Romanian TV stations: for example, Nova Cinema followed the model of ProCinema”, Romana added.
The Team
Adrian Sarbu
Florin Alexandrescu – sales strategist for CME, now the COO of Mediapro.
Director Iliescu – Tehnical Director of ProTv SA and the Vice General Director of the Romanian operation
Catinca Marinescu – Marketing Director of ProTv SA.
Cosmina Peta – Human Resources strategist for ProTv SA
Tonia Ungureanu – Executive Director of Nova Cinema, ex Acquisition Manager of Acasa TV
Michael Garin’s successor
Adrian Sarbu is now the Chief Operating Officer of CME, the company that operates almost 20 TV stations in six countries, and has all the chances to become Michael Garin’s successor in the coming years. In a statement made for the “Financial Times”, Michael Garin, the present CEO of CME, speaks about his successor. “Mister Garin, who’s contract with CME will expire in the next two years, said that the appointment of Adrian Sarbu as COO of CME in October last year had settled the question of his succession”.
From the ’89 Revolution to ProTv
The relationship between Adrian Sarbu and CME began 13 years ago. At that time, Sarbu was trying to convince Ronald Lauder to invest in a TV station in Romania.
Until two years ago, Sarbu was General Director of ProTv, Acasa TV, Pro Cinema and ProTv International, but in 2006 he was appointed Regional Director for Czech Republic, Slovak Republic and Romania and later became an Officer of CME.
Due to his achievements, he was appointed COO of CME. Until 1989, Adrian Sarbu
(a graduate of the Theatre and Film Academy) was working for the “Alexandru Sahia Studios”. Between 1980 and 1990 he directed and scripted over 150 short red-films. He is one of the people that had the courage to film the ’89 Revolution, and people say that he earned some money by selling the video tapes to foreign TV stations.
He was a State Secretary for Mass-Media in the first Government of Romania in 1990 and than he entered the business press. He first published “Curierul National”, now owned by the Paunescu family.
Before ProTv, Adrian Sarbu launched “Channel 31” in a partnership with Ion Tiriac. CME then decided to invest in this business and this is how ProTv was born. The TV portfolio has been extended over the years and includes today six TV channels: ProTv, Acasa Tv, ProTv International, Pro Cinema, Sport.ro and MTV Romania.
The business press that Adrian Sarbu runs in Romania has developed in two directions: TV channels (CME owns 95% of the business) and media & publishing (radio stations, Mediafax press agency and the newspapers: “Ziarul Financiar” and “Gandul” – Adrian Sarbu is the main shareholder of the business).
Expansion Plans:
CME operates almost 20 TV stations in six European countries: Croatia, the Czech Republic, Romania, the Slovak Republic, Slovenia and Ukraine.
Michael Garin, CEO of CME told the Financial Times that CME has ambitions for deals in Turkey, Bulgaria, Serbia and Russia. According to the last financial report, CME’s net revenues for 2007 increased 39% to US$840 million , compared to 2006. The Czech Republic and Romania obtained the biggest revenues: US$279.2 million and US$215,4million.
For additional information, please contact:
Romana Wyllie
Vice President of Corporate Communications
Central European Media Enterprises
Krizeneckeho nam. 1078/5
152 00 Praha 5
Czech Republic
+420 242 465 525
romana.wyllie@cme-net.com
