Mega was the first private TV station that had any chance of succeeding, because it had the financial backing of the country's largest publishing house and several established newspapers. A number of smaller channels had appeared after television deregulation in 1987, but all were all short-lived.

The last day of the decade was the symbolic date chosen by businessman Minos Kyriakou , for the launch of Antenna TV, which began its transmission with a glamorous new-year's gala.

On New Year's day 1990 , TV- related topics dominated many family dinners, as Greeks had seen their TV choices double in less than six weeks. Other media were equally eager to speculate on the new channels. Journalists expressed similar fears to those later voiced upon the arrival of the internet: the birth of private television, they claimed, signified the beginning of the end for Greece's other media.

Private television did directly effect other media. Its glossy format meant that existing media were forced to undergo a facelift. Established newspapers updated their format, specialised TV magazines hit the market along with dozens of lifestyle magazines offering insights into the lives of TV celebrities.

The arrival of private television caused a buzz in the corporate world too. Competition gave rise to a growing demand for specialised marketing and media research companies, sophisticated public relations and advertising campaigns.

Although several other channels were launched in the years that followed, Mega and Antenna have always dominated Greek ratings.