Jan Čadek has been in the media world for over 22 years, starting out as the commercial director of Radio Kiss in the Radio Investments network, which was bought by Prima owner Ivan Zach in 2013. For most of his professional career he has been in the world of radio advertising sales. His move to the top sales position at Prima Group, which has thus reached inside the mediahouse, can in some ways be seen as an expression of a certain continuity and a continuation of Pořízek's work. Although Čadek warns that changes will come with him. "My main task is to bring in more money," Chadek laconically glosses.
"I have the advantage of knowing the media house well; that was my advantage in the selection process. As the top management knows me, they should expect a revolution in Prima's business. I am a fast-paced person, I like to move, I don't like to stand still. I'm constantly thinking about where to send it. I have a long experience in media and business. I enjoy it and I hope I'm good at it. In fact, after the results in radio and my quick move into online and the quick comparison of online at my house, I can't imagine taking over just the TV business and everything continuing as it is. As you start talking to the people you work with, as you know and read the market, then you find that you need to fix some things, do some things in a different way. Yes, there has to be some continuity, but there will definitely be some changes," says Čadek.
The commercial policy of Prima Group/Media Club for 2025 has been ready since last autumn and the basic parameters, set monthly, footage coefficients will logically not be moved by the new commercial director. Already due to signed deals with sponsors. As a reminder, advertising in Media Club for this year is going up in price by an average of 18 to 22 percent. The radio stations represented will rise in price by an average of 5 percent. Select online advertising formats will rise in price by 8 to 10 percent. The strategic target audience remains 18 to 69 years old.
Jan Čadek is currently focusing on processes and system setup, among other things. "I think there is a need for something that hasn't been done here before. That is communication across media types, that means radio, TV, online, some kind of joint pressure. We are the largest media house in the country in terms of reach. So the joining together, the cross-media selling, the 'pipe-cleaning' within the house, that we can do something better, that's already happening at the moment," suggests Chadek.
This year could see a further expansion of the portfolio of external media represented and thus an increase in inventory, according to Chadek. The media group recently announced that it is starting to commercially represent the streaming platform Sweet.TV or instore Radio Penny live. "Our opportunity is to scoop up a lot of additional 'material', whether for online, radio or TV. It's a win-win. We are good at it and the other side gets comfortable money out of it," says Prima's new commercial director.
At the same time, work is underway within the group on a new strategic direction for Prima Group and its business, expressed in the term "total video", which should be completed this autumn. Čadek's team is also working on the Media Club's business policy for 2026, which is expected to further increase the average price of advertising, especially on TV (also due to the excess of demand over supply).
The full interview is available here.
Source: borovan,cz
