Special comment BREBRE Bank Bank Securities Securities BRE Bank Securities 16 November 2010 Special comment Media Cyfrowy Polsat Accumulate Poland SOBK.WA; CPS.PW (Reiterated) Piotr Grzybowski (48 22) 697 47 17 An Attractive Acquisition
[email protected] Current price: PLN 14.55; Target price: PLN 15.30 We approve of Cyfrowy Polsat’s plans to acquire 100% of shares in the TV network Polsat. We do not expect the acquisition to bring considerable savings. Nonetheless, Polsat's discount to its competitor TVN and the expected improvement in its earnings make it an attractive acquisition target. The main factors that will help it improve profitability are the “maturation” of its thematic channels (in the case of TVN, it took some 2 years for such channels to break even at the EBITDA level, and this is the time that has elapsed since the launch of Polsat’s main thematic channels, Polsat Play, Polsat Cafe and Polsat News; this year, Polsat Jim Jam and Polsat Futbol have been added) and the expansion in their reach when they are included in the distribution network of Cyfra Plus. Rather unexpectedly, and at an attractive price, the minority shareholders in Cyfrowy Polsat got exposure to the Polish TV advertising market, which is set for much faster growth than the pay-TV market. According to our estimates, the acquisition generated ca. PLN 262m in additional value for CP’s shareholders, i.e. PLN 1.0 per share. Given our current valuation, this would boost Cyfrowy Polsat’s target price to PLN 16.3 per share, which entails upside potential of 11.6%.