Published: 11.14 Europe/London, April 19, 2011

Discovery plans to invest even more in Poland, which is already its third largest source of revenues outside the US after the UK and Brazil.

The news was given to Gazeta Prawna by Mark Hollinger, the president of Discovery Networks International, who added that most of the investment would go towards increasing the number of Polish programmes produced by Discovery.

Holinger also said that Poland was first in line for new channel launches.

However, he was unwilling to confirm that another one the 3D channel 3net, produced jointly with Sony, has been mooted would be added to its portfolio this year. Discovery already has a licence from the UK regulator Ofcom to run a 3D service in Europe.

Thematic services are growing rapidly at the expense of classical channels in Poland and Wojciech Kowalczyk, the head of marketing at At Media, believes they will account for 20% of TV ad spend this year.