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Key people at LNK TV.
LNK TV operates as a prominent commercial television channel in Lithuania, providing a diverse programming slate. It delivers local entertainment, news, lifestyle content, and films for its audience. The company also offers a digital platform and mobile application, LNK GO, enabling viewers to access live broadcasts and on-demand content across various devices.
Established on May 5, 1995, LNK emerged from the restructuring of "LitPoliinter TV" after the Lithuanian Agricultural Bank became a major shareholder. This corporate transition initiated its role as a private broadcaster, strategically entering Lithuania's developing television market. Its formation aimed to fulfill demand for a new, independent, and locally relevant programming channel.
LNK primarily serves the Lithuanian audience, adapting content to local tastes and preferences. As part of the LNK TV Group, the company strives to maintain its leadership in the national television landscape. Its long-term vision centers on expanding viewership through consistent delivery of popular and accessible entertainment and information.
LNK TV Group, officially known as *Laisvas ir Nepriklausomas Kanalas* (Free and Independent Channel), is Lithuania's leading commercial broadcaster, operating five free-to-air TV channels available via terrestrial and cable networks.[1][4] It produces around 35% of its content, focusing on local entertainment, dubbed movies, lifestyle shows, news, and series, with over 1.054 million daily viewers as of 2017, making it one of the most-watched channels in the country.[3][5] In 2025, LNK partnered with Backscreen to modernize its streaming services, launching an ad-supported video-on-demand (AVOD) platform with dynamic ad insertion, exclusive early access to content, and multi-screen support to enhance monetization and user experience—all offered for free.[1]
The company serves Lithuanian audiences through channels like LNK, Info TV, Liuks! LNK, and others, solving the challenge of delivering accessible, localized TV content amid shifting viewing habits by blending live broadcasts with on-demand streaming.[1][2]
LNK TV Group traces its roots to Lithuania's post-independence media landscape, establishing itself as a key player in free-to-air broadcasting with a focus on national content.[4] While exact founding details are not specified in available sources, by 2013, LNK owned four national channels—Info TV, Liuks! LNK, and TV1—and expanded through acquiring 100% of Baltijos TV (BTV), a move cleared by Lithuania's Competition Council as it did not create a dominant position in advertising or content markets, given competition from TV3 and LRT.[2]
This acquisition marked a pivotal moment in consolidation, strengthening LNK's portfolio without restricting competition.[2] Leadership, including CEO Zita Sarakienė, has driven recent innovations like the 2025 streaming revamp to future-proof against SVOD trends while prioritizing ads and live TV.[1]
LNK rides the wave of connected TV and AVOD growth in Eastern Europe, where free ad-supported streaming counters global SVOD dominance by preserving live TV's relevance amid cord-cutting.[1] Timing aligns with 2025's push for multi-screen personalization, as Lithuania's mature FTA infrastructure (terrestrial/cable) integrates OTT to combat fragmentation—market forces like rising smart TV adoption and ad tech advancements favor scalable platforms like Backscreen's.[1]
LNK influences the ecosystem by modeling hybrid broadcast-streaming for regional players, prioritizing local content to retain audiences against international streamers, while acquisitions demonstrate consolidation trends in smaller markets.[2]
LNK's streaming overhaul positions it for sustained dominance in Lithuania's TV market, with AVOD expansions likely driving viewer growth beyond 1 million daily and boosting ad revenues through exclusive content.[1][3] Trends like AI-driven dynamic ads and further multi-screen optimizations will shape its path, potentially inspiring Baltic peers. As it evolves from broadcaster to full video platform, LNK could deepen regional influence, blending live traditions with on-demand innovation to thrive in a fragmented media world—reinforcing its role as Lithuania's entertainment cornerstone.[1]
Key people at LNK TV.
