With its editorial policy, TV Avala initially reminded many[citation needed] of the old RTS's third channel (3K), which ceased operations on May 5, 2006 at twelve midnight.

For the next several years TV Avala's ownership structure includes 9 subjects (2 individuals and 7 companies): Đunić and Mitrović as well as Tehnoprogres d.o.o.

In October 2008, Germany's RTL Group was given a green light to buy 49% of TV Avala for €45 million,[4] but ultimately decided against the acquisition.

In mid October 2012, after two months of negotiations, Saša Popović, the owner of Grand Production, and Željko Mitrović agreed to purchase the controlling stake in TV Avala.

[11] In October 2010, TV veteran Bojana Lekić was brought in as the station's general manager,[12] marking her return to television after four years since the demise of BKTV where she was the editor-in-chief.

However, one month later in November, Nemeček was relieved of his editor-in-chief duties by the managing board and replaced with Lekić, initially in the temporary caretaker role until permanent person is hired.

[13][14] Lekić, who continued performing editorial duties in temporary role for over a year, left in January 2012 amid turmoil in the middle of the strike at the station.

(3.6% TV market share and 2.2 million average daily viewers tuning in for at least one minute) behind RTS1, Pink, B92, RTS2, and Fox televizija.

[15] According to its calendar year 2007 annual financial report submitted to Serbian Economic Register Agency, the company had 172 employees and it posted a loss of RSD602,358,000 (approximately €7.5 million at the time with €1=RSD80).