Direct 8 targets profit in 2012

Direct 8, the French DTT channel from Bolloré Media, is targeting profitablity for 2012 after the broadcaster announced that its results would be ahead of its business plan.

The channel, whose market share last July was 1.4% (even with NRJ12), expects to reach break even in 2011.

“Despite a cost GRP 20 to 25% less expensive than other terrestrial competitors, we should post a €50 million net income in 2009 for our whole media branch, press included,” said Yannick Bolloré, Direct 8 General Manager.

To keep growing in the market, the channel will then invest more into programming, focusing this season on a new daily talk-show, and on sport. The channel now plans to answer all call for bids for broadcast rights to popular sport events.