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By early September, the activity reportedly intensified with various Serbian press outlets reporting that German RTL Group and Bermuda-based Ronald Lauder-managed CME were the most interested parties in buying the three Fox stations based in Serbia, Latvia, and Bulgaria.

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, in English: First Serbian Television) is a Serbian commercial television network with national coverage.Around the same time, daytime programme Posle kafe began airing weekdays at 11 am hosted initially by Danka Novović, Olja Rakić, and Bojana Kesić who were soon joined by other hosts as well.In early summer 2008, morning programme Fox i prijatelji (a local version of the Fox News programme Fox and Friends) axed.In mid-July 2008 speculation appeared that News Corp was considering offers to sell all its Eastern European assets including Fox televizija.The company reportedly hired Lehman Brothers financial-services firm to ascertain the value and strategic options of its three Eastern European stations after being approached by multiple suitors.As far as locally produced content, in addition to the evening newscast Fox Danas at 7 pm and the nightly one Fox Fokus at 10 pm, Fox's news division covered the Serbian parliamentary elections on 21 January 2007 with a one-off programme Ubedi pobedi hosted by news division head Tanja Vidojević.

During April 2007, in co-operation with Adrenalin production, the network started its most ambitious project up to that point with an hour-long entertainment talk-show hosted by actor Marko Živić airing nightly on weekdays at pm.

Amongst other things, the programme featured News Corp's chairman Rupert Murdoch wishing the citizens of Serbia happy new year 2007 and an unsuccessful attempt to link up with Fox News' studio in Baghdad via satellite.

During its initial period of official broadcasting, Fox telvizija's entertainment programming mostly relied on old and inexpensive American sitcoms, dramas, and soaps such as The Bold and the Beautiful, ALF, Hollywood Safari, El Cuerpo del Deseo, Police Academy, with One Tree Hill, Cold Case, and The Amazing Race being the only possible exceptions to the 'cheap & old' rule.

In doing so, they beat out stiff competition from German RTL Group that also wanted to start a Serbian operation.

News Corp named Dan Bates, an experienced television executive to be the CEO of its upstart Serbian operation.

Other new programmes were WWE Wrestling with local commentators (eventually got moved to a late night slot after viewer complaints), U tuđoj koži in which local celebrities swap lives for a day (got canceled after only a couple of episodes due to extremely low ratings only to eventually resurface on competing RTV Pink), and Ludi kamen (dating game show that continues to this day).