The popularity of terrestrial TV in the Czech Republic is unquestionable. Over fifty percent of households have been using it for a long time. Leaving aside licence fees, reception of Czech Television and commercial stations such as Nova, Prima or TV Barrandov is completely free. Although our market is no exception, the dozens of free-to-air channels that want to take a bite out of the pie are really something enormous. But are free commercial programmes full of advertising really what the viewer wants to watch?
The position of full-screen terrestrial television is clear. Czech Radiokomunikace de facto operates three digital networks (they technically run the Czech Television multiplex), and in the last twelve years or so they have been competing with Digital Broadcasting - first from DVB-T multiplex 4, then DVB-T2 multiplex 24. However, terrestrial programmes, for example, offer quantity from a technical point of view (with exceptions) - they lack high resolution, back-viewing and a richer selection. And this is what pay content gives the viewer.
The new thing has started, Prima has joined
Terrestrial broadcasting has served as a great tool for selling premium content for the Nova media group for many years. It can sell its online video library Voyo not only on its linear channels, but also via a virtual red button. When the button is pressed, several applications will appear to the viewer thanks to HbbTV technology, among them the new online service. Despite the fact that Nova's picture quality in multiplex 24 is higher than multiplex 23 even to the naked eye, the only way to high definition is via pay-TV.
And the same goes for rival Prima. Launched early last year, prima+'s online video library is accessible via all its free-to-air channels (including, of course, on satellite or cable TV), and you can only get it ad-free (including original productions) if you pay. In this case, too, we can thus speak clearly of the fact that the terrestrial full-screen broadcast serves only as a kind of demo taster of what the viewer can access if he or she pays. Again, this also applies to the Full HD format.
Warner TV as a gateway to the Max video library
Czech Radiokomunikace can also boast a nice pike in its pond in the case of the new full-screen programme Warner TV. As its representatives confirmed at the spring press conference, the Czech Republic is only the second European market after Italy where this programme is available for free. But Warner TV is not just acting as a recycling program that can offer viewers content that is no longer suitable for premium stations like HBO or Cinemax or even the online video library Max. This channel can be their direct promoter.
Think back to the very moment when WarnerBros. Disscovery was about to launch the Max video library in the Czech Republic, the erstwhile successor to HBO Max and years of the well-established HBO GO, which back in 2012 set the path for how we would consume compelling TV content in the years to come. Warner TV launched on April 2, and Max launched on May 21. This allowed Warners to "feed" free-to-air viewers with banners and other forms of advertising that had one goal - to get viewers to pay for content.
Top Barca and other free TV channels launched
The world of so-called FAST channels, i.e. free programmes based on embedded online advertising, is bringing news almost on a daily basis. At the end of September, another sports channel, Top Barca, belonging to the prestigious European football club FC Barcelona, enriched the programming offer of Rakuten TV in the Czech Republic. This is de facto one big advertisement for the streaming service Barca One. While you can also get this for free, you can also get it for the more attractive One Premium tariff, which costs less than two euros. The latter, among other things, allows you to watch content not only without ads, but also in offline mode.
The number of freely available channels, which are meant to attract viewers to more attractive paid content, has also been expanded in recent days by streaming platform operator DAZN. In addition to stations such as PGA Tour, NFL, DAZN Women's Football or Motorvision, the PowerSports World channel is now also available. The programming is dedicated to motorsports and adrenaline activities. Highlights include live coverage of motorcycle races, rallies and extreme sports events, bringing the action directly to the screen for fans around the world. Unlike Rakuten TV, viewers must register to watch this programme.
Source: mediaguru.cz
