MADRID — Spanish commercial broadcaster Antena 3 has acquired CBS comedy "The Big Bang Theory," one of the better performing U.S. newbies this season, from Warner Bros. Intl. TV.
Deal was finalized at the recent Mip TV market in Cannes, said Antena 3 head of acquisitions Mercedes Gamero.

"Theory" will debut in primetime on Antena 3's DTT service Neox, before airing on its flagship analogue channel. The web has applied this same strategy to other key shows such as "The Simpsons."

The youth-skewed Neox is Spain's leading thematic channel, averaging a 4% share in March.

"Our strategy at Neox includes sharing mainstream content with our analog channel and also the launch in exclusivity of edgier products," said Bernd Reichart Florian, managing director of digital channels at Antena 3.

Along with "The Simpsons," Neox programs toon series "Shin Chan," Spanish fiction, international dramas such as Brit hit "Life on Mars," pics and European soccer.

With Spain's analog switch-off scheduled for April 2010, Antena 3, like other Spanish TV operators, is increasing its buying activity for its DTT channels.

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