The two largest commercial TV groups in the Czech Republic are experiencing a successful year from the point of view of advertisers. Both Prima and Nova are close to full advertising sell-out this year.
"I think this year is the first time in the history of the Czech TV market that both commercial TV groups were close to sell-out. Both. Not just one," emphasizes Marek Singer, head of the Prima group, who was a guest on another Forbes Byznys podcast.
That's why the seasoned executive, who has been at the helm of Prima for 16 years, expects his TV group to see a few percent increase in revenues this year, which reached CZK 4.17 billion last year.
Meanwhile, negotiations on advertising prices for next year are currently taking place against the backdrop of the TV market. The Media Club, of which Prima is a member, went into the negotiations with an average increase in TV advertising of about one-fifth.
"Everybody understands that something like 15 per cent inflation has really happened, that everybody's inputs have gone up and that advertising is also getting more expensive as a result," explains the 33-year-old manager.
He is also currently following the parliamentary debate over licence fees, whose planned increase may eventually be delayed by a few months. Marek Singer does not expect the delay to have a major impact on television production. He sees the role of the public service media in programmes that are difficult to pay for on commercial television.
"For example, nobody will pay me for advertising for pensioners, so I'm selling (to the 18-69 age group). But it's (retirees) a big part of our population, and public television has a target audience there for free," Singer exhorts in the podcast.
What are the challenges facing television today? When will people stop seeing the difference between television and video? Why do they think advertising will start targeting social bubbles instead of age groups? Hear it all in the Forbes Business podcast .
Source: forbes.cz
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