Finance company PPF has sold its PPF Media division and shut down its local media project in the Czech Republic, called Naše Adresa ("Our Address"), which created a network of local weeklies across the country.
PPF invested at least Kc200 million (€8.05 million) in Naše Adresa, but the pilot project "did not meet the parameters of return on investment," the group's spokesman told the Czech News Agency (CTK) today. PPF sold its PPF Media company to investor Richard Benysek, CTK reported Friday.
"The pilot project, during which the PPF Media websites operated hyperlocal news and published [print weeklies] in seven regions of the ČR, has not complied with the parameters of commercial return on the PPF targets," PPF stated in a report dated Aug. 27, aktuálnĕ.cz reported.
However, the reason the project was shuttered is being debated.
"It's nonsense. How could it earn something while [in its] preparatory [stage]? How can it earn with a few isolated district weeklies? That was the purpose of the pilot project," a journalist who was part of building the project told aktuálnĕ.cz.
PPF's reason for selling PPF Media is that it wants to take on larger investments, worth at least Kc2.5 million (€100 million). Benysek bought PPF Media because he wants to continue growing the group's portfolio of activities, his PR representative told CTK.