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. Last Updated: 07/27/2016

Wedding Television Looks East

LONDON -- Privately owned Wedding TV has found that programming about the drama of tying the knot has made it easy to catch the eye of East European cable operators.

The channel plans to launch in Poland, Russia and Romania next month to capitalize on rising demand from female viewers, company CEO Marc Conneely said Monday.

The channel's push out of its British and Irish market comes two months after it launched on Britain-based BSkyB's cable service.

"In the U.K. market alone, there are 36 wedding magazines and 400-plus big wedding exhibitions annually so it is a huge area," Conneely said.

"That leads me to believe that with the 350,000 weddings taking place each year in the U.K., each spending an average ?17,000 ($33,210) per wedding ... the industry conservatively is very large."

Wedding TV estimates that there are 1.6 million weddings in Russia per year, with each event attracting 100 to 400 people.

Conneely, who has worked previously with BSkyB and MTV Networks, a unit of Viacom, said East European cable operators were interested in a wedding channel because it would help provide content for a target market of 18- to 34-year-old females with rising incomes and advertiser potential.

Wedding TV, which launched its wedding web site earlier this month, plans to reformat its content offering in Eastern Europe into local languages with some output being produced there.

"The good thing about weddings is that it is an area where people will break the bank, they will actually find the extra budget for it," Conneely said.