The U.S. cable programmer USA Network and Kinnevik, the Scandinavian conglomerate that owns the TV-3 satellite service, have just pacted to launch a general entertainment channel across Europe.

The new service, to be called Hollywood USA, will rely heavily on movie and TV product from MCA and Paramount, the two major studios that jointly own USA Network.

The service will be airborne by the end of 1993 on the Astra direct-to-home bird.

The move reflects the growing niche-ification of the European market, as more media companies take advantage of the growing appetite for U.S.-style programming on the part of the continent’s 120 million TV households.

According to insiders, Hollywood USA will be a round-the-clock stripped service, unencrypted and advertiser-supported. In recent weeks, glossy brochures for multinational advertising clients have been circulating in Europe, though no official announcement of the venture has been made. None of the principals involved in the new channel could be reached for comment.

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