What PrimaTV does

PrimaTV is a Romanian free-to-air commercial television channel founded in 1994 (originally as Canal 38, rebranded in December 1997), now part of the Clever Group media conglomerate owned by Clever Business Transilvania SRL (majority shareholder Adrian Gheorghe Tomșa at 65%). The channel broadcasts nationwide in Romania with a general entertainment, news, and sports programming lineup, ranking 3rd nationally among commercial audiences aged 21-59 with approximately 10% market share and 350,000+ viewers per ratings day. Its core product portfolio includes the Prima TV broadcast channel, the PrimaPlay digital streaming platform (available on web, mobile apps, and embedded on the majority of Romanian smart TVs including LG), and the recently launched Cinemaraton Play — a subscription and pay-per-view streaming service dedicated exclusively to Romanian cinema.

The underlying technology is conventional linear broadcast television with complementary over-the-top (OTT) digital streaming capabilities. Distribution spans national analog/digital broadcast, smart TV applications, and mobile platforms (Google Play, App Store). The broader Clever Group portfolio extends across 16 TV channels (Prima TV, Prima News, Prima Sport 1-5, Prima 4K, Cinemaraton, Nostalgia TV, Prima History, Prima Comedy, Prima World, Profit News, Agro TV, Medika TV) and 9 websites, providing content synergies across news, sports, cinema, lifestyle, agriculture, and health verticals. Technical reinvestment in Full HD broadcast standards is ongoing.

PrimaTV's revenue model is dual-track. The primary stream is advertising revenue generated from mass audience reach across its linear broadcast inventory, complemented by a newer subscription/transactional stream from Cinemaraton Play's monthly subscription and pay-per-view pricing for individual titles. Customer concentration is structurally low given the B2C mass-market orientation, though the entire revenue base is concentrated in the single Romanian market. The company is privately held with no public ticker, and the ultimate controlling party is not publicly disclosed beyond the named individual and corporate shareholders.

Name

PrimaTV

Legal name

S.C. Clever Business Transilvania S.R.L.

Website

https://primatv.ro

Company type

Private

Founded year

1994

Operating status

Operating

Short description

PrimaTV is a Romanian free-to-air commercial television channel, founded 1994 and part of Clever Group, ranking 3rd nationally among commercial audiences with ~10% market share. It broadcasts nationwide entertainment, news, and sports programming and operates the PrimaPlay and Cinemaraton Play streaming platforms.

Ownership category

akta.pro rank

Product category

Television Broadcasting

NAICS

Television Broadcasting Stations (516120), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

National General-Entertainment Broadcast Networks (MPABAAAA)

akta.pro secondary industries

Direct-to-Consumer (DTC) Network/Studio Streaming Channels (MPABAHAG), Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)

Keywords

• Television broadcasting
• Entertainment programming
• Digital streaming platforms
• Video content distribution
• Advertising-funded media

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Television Broadcasting: Traditional broadcast television distribution generating advertising revenue from program viewership
2. Streaming Subscriptions: Cinemaraton Play subscription-based access to Romanian cinema content, with pay-per-view option for individual titles

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

PrimaTV is a Romanian national free-to-air commercial television channel broadcasting entertainment, news, sports, films, and telenovelas to Romanian households. The core offering is delivered through linear television broadcast and complemented by PrimaPlay, an OTT streaming platform providing live and on-demand access on web, mobile apps, and smart TVs. Cinemaraton Play, a subscription and pay-per-view streaming service dedicated to Romanian cinema, extends the offering into digital subscription media.

Product overview

PrimaTV operates as a comprehensive Romanian media platform comprising 16 television channels and 9 websites under the Clever Group umbrella. The core offering includes Prima TV, a free-to-air entertainment channel featuring news (Focus), entertainment shows (Exclusiv VIP, 50/50, Cronica Cârcotașilor), and serialized programming. The digital ecosystem spans streaming platform Prima Play, news channel Prima News, five sports channels (Prima Sport 1-5), and specialized channels including Cinemaraton (Romanian cinema), Nostalgia TV (classic films), Prima History (documentaries), Prima Comedy, Prima World, Profit News, Agro TV, and Medika TV. The portfolio also includes the recently launched Cinemaraton Play subscription streaming service dedicated exclusively to Romanian films, available on web, mobile, and smart TV platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Prima News: A news television channel and website (primanews.ro) in the Clever Group portfolio.
• PrimaPlay

Products and services

• Prima TV Romanian free-to-air national commercial television channel broadcasting entertainment programming, news, films, telenovelas, and serialized content to Romanian households. Targets general Romanian audience seeking diversified entertainment and information.
• PrimaPlay Digital streaming platform providing live TV and on-demand content from Prima TV and affiliated Clever Group channels. Available on web browsers, mobile applications (Google Play and App Store), and as built-in smart TV applications including on LG Smart TVs across most Romanian smart TV brands.
• Prima News News television channel and website within the Clever Group portfolio featuring news programs including Focus, political programming, and current affairs coverage for Romanian audiences.
• Prima Sport 1 Sports television channel broadcasting live sports events including Romanian football (Universitatea Craiova, Universitatea Cluj in European competitions), international football leagues such as Super Lig Turkey, and other sporting events.
• Prima Sport 2 Second sports channel in the Prima Sport lineup within the Clever Group sports broadcasting portfolio, providing additional live sports content for Romanian audiences.
• Prima Sport 3 Third sports channel in the Prima Sport lineup within the Clever Group sports broadcasting portfolio.
• Prima Sport 4 Fourth sports channel in the Prima Sport lineup within the Clever Group sports broadcasting portfolio.
• Prima Sport 5 Fifth sports channel in the Prima Sport lineup within the Clever Group sports broadcasting portfolio.
• Cinemaraton Romanian film television channel dedicated to Romanian cinema, broadcasting classic and contemporary Romanian films, series, and documentaries. Parent channel of the Cinemaraton Play streaming platform.
• Cinemaraton Play Subscription-based streaming platform dedicated exclusively to Romanian cinema, offering classic and contemporary productions, series, documentaries, and original productions. Operates on subscription and pay-per-view models, available via web platform and mobile apps on Google Play and App Store.
• Nostalgia TV Nostalgia television channel featuring classic cinema including French classics, European films, and classic serial productions, with the Friday evening Colecția (Collection) programming block.
• Prima History Documentary and historical content television channel within the Clever Group Prima portfolio.
• Prima Comedy Comedy programming television channel within the Prima TV family offering comedy content to Romanian audiences.
• Prima World Lifestyle and travel content television channel within the Prima portfolio, targeting Romanian audiences with lifestyle programming.
• Profit News Business and financial news channel within the Clever Group Prima portfolio targeting Romanian business audiences.
• Agro TV Agricultural content television channel covering farming topics, with campaigns such as Ferma care inspiră România supporting authentic farmers.
• Medika TV Health and medical content television channel within the Clever Group Prima portfolio delivering health-related programming to Romanian audiences.
• Prima 4K 4K Ultra HD television channel offering high-resolution content as part of the Prima TV family of channels.

Quantifiable outcome

• 3rd place in national audience rankings with 3.74 rating points and 10% market share
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Clever GroupcoreStrategic or Co-development PartnerPrimaTV is owned and operated by Clever Group (Grupul Clever), one of Romania's most important media players. The group controls 16 TV channels including Prima TV, Prima News, Prima Sport 1-5, Prima 4K, Profit News, Agro TV, Medika TV, Cinemaraton, Prima History, Prima Comedy, Prima World, Nostalgia TV, and 9 websites. Clever Group holds Prima TV's broadcasting license through subsidiary Clever Business Transilvania SRL.
• Clever Media Network SRLcoreStrategic or Co-development PartnerClever Media Network SRL holds 25% of the capital social of Clever Business Transilvania SRL, the license holder for Prima TV. Part of the Clever Group ownership structure.
• Consiliul Național al Audiovizualului (CNA)minorOthersThe National Audiovisual Council (CNA) is Romania's regulatory authority overseeing audiovisual services. PrimaTV operates under regulatory oversight by CNA with address at Bd. Libertatii nr. 14, sector 5, Bucuresti.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Kanal D (Romania): Romania's #2 commercial TV network and direct competitor to Prima TV. Operates a national general-entertainment free-to-air channel targeting similar demographics, competing for both viewers and advertisers.
• Antena 1 (Intact Media Group): Major Romanian commercial broadcast network within Intact Media Group. Directly comparable as a national general-entertainment broadcaster competing for the same commercial audience 21-49 segment.
• Digi 24 / Digi TV: RCS & RDS-owned Romanian TV and news broadcaster. Directly competes with Prima TV in the national broadcast market and with Prima News in news programming.
• Antena 3 (Intact Media Group): Romanian news broadcaster within Intact Media Group. Directly competes with Prima News in the 24-hour news category and shares the same commercial TV advertising market.
• Realitatea TV: Romanian commercial news and general-interest broadcaster. Competitor in the domestic TV advertising and audience market, particularly in news viewership.
• TVR (Televiziunea Română): Romania's public/state broadcaster operating multiple national channels. Comparable as a national TV broadcaster in the same regulatory environment under CNA oversight.
• Pro TV (Romania): Romania's #1 commercial TV network and Prima TV's primary competitor for national ad revenue and audience share. Both operate national general-entertainment free-to-air channels serving similar audiences in Romania.

Regional players

• Nova TV (Bulgaria): Leading Bulgarian commercial broadcaster with similar market positioning (top-3 nationally, multi-channel portfolio). Comparable as a regional peer in a neighboring CEE market with similar scale and audience dynamics.

Broad incumbents

• HBO Max Romania: Major global SVOD service available in Romania. Competes for premium video subscribers and audience attention, indirectly pressuring Prima TV's linear and PrimaPlay viewership.
• Netflix Romania: Global SVOD leader competing for the same Romanian audience attention and ad/digital budgets. Represents the structural shift away from linear TV that PrimaTV is responding to via PrimaPlay and Cinemaraton Play.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/PrimaTVoficial
• Facebookfacebook.com/PrimaTVRomania
• Instagraminstagram.com/primatvoficial
• Xx.com/primatv_ro

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PrimaTV