The media company SIA “4. Vara” has won the tender for the right to distribute a television program in free terrestrial broadcasting, ensuring the strengthening of the sustainability of Latvian society. Until the end of this year, it will offer the population the opportunity to watch a new program TV4, which is mainly planned to broadcast informative and educational content programs to audiences of different ages.
SIA “4. Vara” was the only bidder in the tender for the opportunity to offer the sixth program, which can be distributed free of charge in all cable operators’ networks registered in Latvia. Currently, five programs are distributed as follows: LTV1 and LTV7 created by public media, as well as commercial television programs – Re: TV, RīgaTV 24 and Sportacentrs.com TV.
The tender submitted states that TV4 will offer “a wide range of exploratory content, motivating the public to think, discuss and analyze”. TV4’s target audience is the less informed section of the public, who devote a small amount of time on a daily basis to obtaining information from reliable sources on the Internet. These are both older people with limited technology skills and, on the contrary, young people who spend little time on informative content on their main screens on a daily basis, so it is planned to reach them using a secondary TV screen.
The program is intended to broadcast various conferences, forums and discussions taking place in Latvia, such as “Lamp”, plenary sittings of the Saeima of the Republic of Latvia, as well as to reflect the course of important events in Latvia. In the afternoons of the working day, it is planned to address the youth audience more actively, but in the evening the TV4 program will be created for a wider audience, giving the opportunity to listen to leading Latvian specialists in various fields. On weekends, the program is planned to include more entertaining content, not forgetting about culture lovers. It will also include content that could be of particular interest to the Latvian diaspora abroad. SIA “4. Vara” offers its cooperation with more than 200 different Latvian organizations, which, by joining forces, will create an opportunity to create diverse content.
TV4 also envisages audience involvement – it is planned that viewers will be invited to participate in discussions by asking questions on social networks, by e-mail, by telephone, as well as using other digital means.
TV4 also plans to make the content available on the website.
The right to broadcast TV4 will be from April 1
The right to broadcast free terrestrial broadcasts for the new TV program will be from April 1 this year.
The National Electronic Media Council announced a competition at the end of 2020, the aim of which was to transfer to the commercial electronic media the right to distribute a television program in free space for free terrestrial broadcasting in Latvia in 2021 to meet the democratic, social and cultural needs of society. content creation, preservation and accessibility.
The competition was open to electronic media, which form a program aimed at the sustainability of society and promote the quality of life of the Latvian population, access to culture, civic participation, and public health.
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