It was launched on 2 March 2002 as a successor of the TV Global, which had been broadcasting since March 2000. The station's first slogan was "Nuda Na Slovensku skončila" - "Boredom in Slovakia has finished".
TV JOJ was built by the former head of the Czech channel TV Nova, Vladimír Železný, when he was at war with TV Nova’s U.S. investor Central European Media Enterprises (CME). Through Joj, Železný wanted to shake the dominance of CME’s station in Slovakia, TV Markíza, which was enjoying almost 50 percent of the country’s nationwide audience.
In its first years on the market, TV Joj failed. Surviving through airing an anemic TV Nova diet, the station was beaten in ratings by TV Nova itself, whose strong signal reached deep into Slovakia. Still, many are reported to have decided to stay anyway.
In 2004, when CME bought back TV Nova, the Americans had to divest from TV Joj as Slovak legislation forbids a company to own two nationwide TV stations.
The Czechs sold TV Joj back to Grafobal. As of 2004, TV Joj somewhat improved its audience and increased its reach from 65 percent of the country to 80 percent in 2005.
Behind Grafobal is the Slovak businessman Ivan Kmotrík. His empire encompasses the country’s largest newspaper distributor and retailer Mediaprint & Kapa Pressegrosso, four large printing houses, and the advertising agency EURO RSCG Artmedia, among others.
J&T Media Enterprises, a J&T vehicle, bought Mac TV, the holder of the license for TV Joj, from Grafobal Group in January 2007. At the same time, from J&T Finance Group, Grafobal Group received the all-news TV station TA3, becoming the full owner of CEN, the company operating TA3.
Markíza can no longer compete with TV JOJ. TV JOJ has toughened up their primetime and their average weekly audience share has increased to 21,8 % as of July 2, 2012. Markíza's weekly audience share is 26,7 % nowadays. TV Markíza has recorded a massive decrease in audience share. Back in 2007, they had an average weekly audience share up to 39,7%.