Jordan's first private sector television station, ATV, made its on-air debut Wednesday with a promise to offer an alternative to decades of state-controlled media, company officials said.

"We aim to make this channel a step on the road of progress and development in Jordan's media industry," ATV chairman and founder Mohammed Alayyan said in a Tuesday press conference, adding it was an historic moment for the media scene in Jordan.

Jordan's media has long been dominated by the state and its single television station, but in recent years independent newspapers, magazines and radio stations - many of them owned by Alayyan - appeared to challenge the government monopoly.

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In addition to news programs, the 25 million Jordanian dinar ($35 million) channel will carry sports, movies, children shows and both Arabic and foreign series, a company statement said.

The channel has also signed a $2 million agreement with Saudi-owned Arab Radio and Television (ART) satellite station giving it exclusive rights to broadcast the network's sports championships.

Station manager Mohannad al-Khatib said the channel, which is both terrestrial and satellite, will focus on local issues to give it an edge over the competition and make it closer and more relevant to Jordanian viewers.

"As the first country in the Mideast to launch color television, Jordan led the broadcast industry in the past. ATV aims to restore that role," he added.