The representation of local content in the broadcasting of Czech TV stations is growing. Local series make up half of the total viewership of all series and sitcoms.
The viewership of individual TV channels is increasingly influenced by local content. According to Atmedia, which commercially represents 25 measured thematic TV stations on the Czech market, the growing interest in local content is evident across all age groups of viewers. The most popular genres include films, series and entertainment programmes. Atmedia draws on official ATO-Nielsen audience measurement data.
"Local content has been very popular among Czech TV viewers for a long time, and interest in it is growing year by year," says Pavel Müller, Head of Research & Marketing at Atmedia. While in 2018 local programmes accounted for 52% of total viewership on all measured TV stations, last year it was 58%. One of the reasons for the increase in viewership of local shows is thought to be their higher share within the programming mix of TV stations.
The share of local productions in total viewership increases with age. While Generation Y, i.e. viewers aged 25-34, devote exactly half of their TV viewing time to Czech and Czechoslovak programmes, local programmes account for 53% of the total viewing time of viewers aged 35-44 and 59% of the total viewing time of viewers aged 45+. At the same time, more women watch local programmes than men.
Local content is most represented in news programmes, followed by films, series or reality shows, which are also the genres where viewers spend the most time in the long term. "Czech viewers devote almost three-fifths of all the time they spend watching TV to films, series and entertainment programmes. And very often they devote it to local programmes," says Pavel Müller.
In the case of entertainment programmes, for example, local productions account for more than four-fifths of their total viewership. "Viewers devote almost one half of the time they spend watching local soap operas and sitcoms to local series or sitcoms, while for films and TV productions, local productions account for more than two-fifths of the total viewership," he adds. Local series are most popular among viewers aged 45-54.
Local productions are traditionally most represented on the major free-to-air TV stations, where they have long accounted for around 60% of total TV viewing. However, in recent years it has also been included by pay-TV stations. "An example is the FilmBox movie and series channel, which has doubled its share of viewership after the inclusion of Czech and Czechoslovak films. Today, it is not only the most watched pay-per-view movie channel, but the most watched pay-per-view channel ever," says Müller. The interest in local productions is also confirmed by the second place in the ranking of the most watched pay-TV channels in the country - the CS Film channel, which focuses exclusively on Czech and Czechoslovak cinema, has been there for a long time.
Atmedia Infographics Local Content A
Atmedia Infographic Local Content TV B
Source: mediaguru.cz
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