Rudolf Skobe, the CEO of TSmedia, which also operates the web portal Siol.net, told the STA on the sidelines of the presentation that the station is expected to break even in four to five years.

Programme director of Planet TV Amir Mureškić said that the new TV will be based on four pillars - its own production, sports, foreign films and series, and news programme.

News programme will be headed by Rajko Gerič, who served as editor-in-chief of news programmes at the public broadcaster TV Slovenija in 2005-2010. At the beginning, Planet TV will air a daily evening news show.

Gerič pledged that the news programme, which will be expanded in the future, would be credible and professional.

The sports section of the programme will focus on the UEFA Champions League, whose group stage is to kick-off on 18 September. This is also the date when TSmedia plans to launch the new TV.

While TSmedia did not want to reveal details about films and series, it did say that Planet TV will launch two licence reality shows - the daily Paradise Hotel and weekly Dragons' Den.

Stationed in Ljubljana's Stegne, Planet TV is planning to take on some 50 to 60 workers, with many journalists coming from TV Slovenija.

Slovenia's biggest commercial TV station Pro Plus told the business daily Finance in April that ratings and other such criteria will not be in the focus of business decisions at the new TV, as it will be in majority state ownership through Telekom.

This moreover means that state-owned companies will likely advertise on Planet TV, Pro Plus added.

On the other hand, advertisers believe that the new TV, should it succeed, would pose a serious competition to Pro Plus, Finance reported, adding that this would mean a gradual lowering of marketing prices.

However, the daily said it was still hard to forecast how big a slice of the advertising pie Telekom's TV would take.