TV3 is a commercial television channel targeted at an Estonian language audience owned by Providence Equity Partners.

In 2009 all Baltic TV3 channels introduced new red-white visual identity, logo and slogan.

In January 2011 Mikko Silvennoinen, a Finnish television host, journalist and producer, was hired as the new programme director.

In February TV3 changed their news programme format and "Seitsmesed uudised" was brought back.

On 15 August, TV3 once again changed their visual identity and logo from red to purple, which was so far used in Norwegian, Danish, Hungarian and Slovenian TV3s.