Nelonen Media will launch a new commercial TV Channel at the beginning of 2009 in cable networks. The new channel complements Nelonen Media's existing commercial TV channels Nelonen, Urheilukanava and JIM.

"Our growth is based on multichannel strategy with TV channel Nelonen as our strong flagship. With our targeted commercial TV channels, we seek from the fragmented markets interesting niche target groups for our advertisers. I am convinced that these niche channels will significantly strengthen TV's competitiveness in economic slow downs," says Juha-Pekka Louhelainen, President of Nelonen Media.

"JIM has been an excellent example of successful targeted TV channel. Almost a half of Finns already watch JIM weekly, and from the core target group, men from 25 to 44 years, some 60%," Louhelainen continues.

The new TV channel's application for a terrestial distribution license has been sent to Ministry of Transport and Communications Finland.

Nelonen Media is part of Sanoma Entertainment, the electronic media division of the Sanoma Group.