• Prime Media Group Limited
• Website: www.primetv.com.au

Industry:

Media

Fiscal Year-End:

Jun 09

PRT operates a network of free-to-air television (FTA) broadcast licences throughout regional Australia. The company broadcasts to regional NSW and Victoria branded as PRIME and to WA as GWN (Golden West Network). It recently acquired six radio stations located in QLD. The acquisition of a controlling interest in the Becker Group gave PRT exposure to New Zealand and Southeast Asia. It is a distinct brand in regional areas, particularly in NSW, which is the company’s largest TV market.

The Prime Network was formed in Australia as a result of Australian Government legislation (beginning in 1998) designed to give all Australians equal access to “free to air” television. PRT listed on the ASX in August 1984. PRT was renamed to its current name in December 2007.

PRT operates in the FTA television and radio industries, primarily in regional Australia. The industry is regulated by the Government body - Australian Communications and Media Authority.

PRT has a relatively unique corporate structure and objectives. Only operational managers report to the Board and they aim to improve operating efficiency since PRT no longer intends to expand via acquisitions or mergers, in contrast to its peers in the media sector. Prime has coverage of about a quarter of the Australian population and operates 13 television broadcasting stations, from which the majority of its programming is sourced from the Seven Network.

PRT's customers are advertisers, in particular national advertisers, which account for about 75% of regional TV revenue. In its East Coast markets, PRT competes against the Nine affiliates (WIN/NBN) and the Ten affiliates (Southern Cross). In WA, PRT's Golden West Network operates in a two station market against WIN (Nine/TEN). Austar's pay TV services also extend throughout PRT's markets. Competition in the NZ market is from TV1 and TV2 (NZ government) and TV3 and TV4 (CanWest).