TV3 (Lithuania)

What is TV3?

TV3 is a national commercial television programme in Lithuania. The media regulator's list of national radio and television programmes, as retrieved on 25 September 2026, gives TV3, TV6 and TV8 under the broadcaster UAB All Media Lithuania. The list's other national television programmes are LRT TELEVIZIJA and LRT PLIUS, Delfi TV, Lietuvos rytas.tv, and BTV, LNK, Info TV, 2TV and TV1.^[1] The group's own site states that TV3 Group “operates Media business and Subscription and Content distribution business” in Estonia, Latvia and Lithuania, and gives its Lithuanian operation as “3 Free TV channels, a radio station and a news and entertainment portal”, with two subscription channels and the TV3 Play platform.^[2] Its portal tv3.lt publishes sport at tv3.lt/sportas, a path of the portal's domain.^[3]

The group's portal reported on 13 November 2025 that All Media Group, “valdančios „TV3“ ir „Go3“”, would have a new chief executive from 1 January 2026, and stated: “„Bitė Group“ bei „All Media Group“ valdo pasaulinė privataus kapitalo bendrovė „Providence Equity Partners“, daugiausia investuojanti į medijų, komunikacijos, švietimo ir technologijų sektorius.” That is, the private equity firm Providence Equity Partners controls both groups.^[4] The group's undated interview, which gives 2018 figures, states: “Less than a year ago, Providence Equity Partners closed the acquisition of MTG's media assets in the Baltics, announcing plans for major investments with a focus on digital development.”^[5] The Euromedia Ownership Monitor's Lithuania report of December 2025 states: “Four of the companies in the sample (Delfi, All Media Lithuania, Lrytas, and Verslo žinios) have their capital assets (all or most of them) in foreign countries.”^[6]

What does TV3 cover?

The portal's sport section is titled “Sporto naujienos | tv3.lt”. Its sub-sections are basketball, football, combat sports, tennis, news on the 2026 FIFA World Cup, the Dakar rally, ice hockey, water sports, the Olympics, motor sport, the Aurum 1006 km race and other sports.^[3] On 25 September 2026 its most recent items were largely basketball — Žalgiris's start to the EuroLeague season with a win, Lithuanian players at other EuroLeague clubs, and LKL club news — with items on international football, boxing and ice hockey.^[3] Those are one day's items.

On television, Kantar's tables of the most-watched programmes list EuroLeague games of Žalgiris on TV3: against Olympiacos, Bayern, Fenerbahçe and Monaco in January to March 2026, and against Fenerbahçe and Barcelona in April to June 2026.^[7][8] The same interview states that “TV3 and TV6 show the most important sports events – FIBA Europe Cup and World Cup, UEFA Champions League, 2018 Winter Olympics and 2020 Summer Olympics”; that is the group's statement about rights it held at the time of the interview, and its characterisation of them.^[5]

How large is TV3's audience?

Television. Kantar measures television audiences from a panel of about 1,200 respondents in 500 households and publishes each channel's most-watched programmes as a consolidated rating including seven-day time-shifted viewing. For January to March 2026 it gives TV3's EuroLeague games of Žalgiris ratings of 11.9 to 12.6 per cent, behind an awards broadcast, “M.A.M.A. APDOVANOJIMAI 2026”, at 13.2 per cent. For April to June 2026 it gives four such games 12.9 to 14.2 per cent, the highest being a Fenerbahçe–Žalgiris game at 14.2 per cent.^[7][8] Those are programme ratings; no channel share was retrieved from the measurement body.

Online. Gemius, which audits sites that install its measurement script, reported for August 2026: “trečioje – tv3.lt* su vidutiniškai 387 tūkst. (-7.40%) realių vartotojų kasdien”. That is, tv3.lt was third among audited sites, with an average of 387,000 daily real users, 7.40 per cent fewer than in the previous month. The figures include traffic from the sites' mobile applications and video players.^[9] That is one month's reading, for the whole portal and not for its sport section.

Since when has TV3 existed?

TV3 Group's site states that its Lithuanian operation began broadcasting in 1993: “TV3 Group in Lithuania is the leading media house in the market, having started broadcasting in 1993.”^[2] That is the group's statement about itself, including its characterisation of its position. The group's undated interview concerns Providence Equity Partners' acquisition of MTG's Baltic media assets, an event in the owner's history rather than the channel's start.^[5]

Why does TV3 matter in Lithuania's sport?

TV3 carried the Žalgiris EuroLeague games that appear, in Kantar's first two quarterly tables of 2026, among the most-watched programmes on the channel, with ratings between 11.9 and 14.2 per cent.^[7][8] Its portal was third among audited sites in Gemius's August 2026 reading.^[9]