The Prima Cool thematic station is gradually changing the existing shows, trying to place more of its original shows to the programme scheme. Prima TV Group plans to profile Prima Cool as a channel building primarily on entertainment. Therefore, this autumn broadcasting will include a new original improv competitive show K.o.mici and a new talk show on relationships and sex Jednou jsi dole, jednou nahoře hosted by Miloš Pokorný. Prima Cool will offer a motor-show Blondýna, kutil a zabiják and a new show Bábovky a plechovky. Prima Partička will continue with its premiere episodes and there will be a new series of the Fotr na tripu road show featuring Josef Vrtal. Magic show is another show coming back to the screen. The Simpsons, Stargate, Top Gear and NCIS will also continue. A new animated show is the animal sitcom Brickleberry, attracting viewers with its “silly jokes”.
“We have decided to focus on entertainment, possibly a series of episodes, on Prima Cool so that it is there whenever a viewer appears in front of the screen. Prima Partička is an illustrative example of that type of entertainment, which can be watched any day and we will enjoy watching its rerun. We want to continue profiling Prima Cool in this style,”
describes Roman Mrázek, Prima’s Programme Director.
Prima selected several shows and invested in their production. Viewers can now see a new improv show K.o.mici on Tuesdays at 8:15 pm set in a boxing ring. There are two teams competing and the host, Ondřej Urban, picks the winner by deciding on who will be knocked out. Joker Show is another competition to be launched in late autumn. It is supposed to be “full of jokes” with celebrities having the task to make the audience laugh. The new animated series Brickleberry is also based on jokes. The audience will be entertained by animals and their “unusual” dialogues but no earlier than at 10 pm. Sparking chatter will also be offered by the pilot episodes of the talk show Jednou jsi dole, jednou nahoře hosted by Miloš Pokorný who will discuss the world of relationships and sex with famous people.
The new shows are intended mainly for prime time and, given their content, for the airtime around 10 pm. “We would like to move selected shows on Prima Cool to the slot after 9 pm because we know that the audience we want to reach is in front of the screen at this time. Cool has tended to attract a male audience since its start. However, compared to the past, we do not focus so much on the target group of 15-24 year olds, because it is very difficult and expensive to reach them in front of the screen. We are now targeting the audience aged 25-39 with our programme on Cool,” says Roman Mrázek. According to him, the intention is to get to the next stage with Cool. “In our new strategy, we are putting an equation between Cool and entertainment. We know that entertainment is a very difficult discipline, and it is clear to us that not all shows will succeed. But gradually we want to build a new foundation from these shows. If a majority of the shows catch on, I will be happy because shows that come back to the viewer regularly are the core of the TV business,” he explains.
The new shows will join Cool’s regular mainstays such as Partička, Autosalon or Top Gear or the acquisition shows The Simpsons, NCIS and Stargate.
Lifestyle and motoring shows will be expanded this autumn by the second series of the road show Fotr na tripu, which has been broadcast since 31 August every Wednesday at 9.30 pm and this time it focuses on North Africa. This group of shows will include Bábovky a plechovky, in which a blonde and a brunette tackle car and motoring challenges. And another new addition will be the motor-show Blondýna, kutil a zabiják where four-member VIP teams compete, completing various tasks.
“Prima Cool is currently one of the channels we are working on and want to develop. In addition to Cool, this also applies to Prima Zoom and Prima Show,” says Roman Mrázek. Prima Zoom’s programming should move even more towards male viewers, but at the same time it does not want to abandon programmes focusing on nature, animals or exploration. The youngest of Prima’s thematic stations, the Prima Show channel, which focuses mainly on reality shows and is aimed mainly at young female viewers, should gradually move above a 1% share in terms of viewership.
“It turned out that the right way to Prima Show programming is acquisition content, a clear scheme and a main show highlighted each season, which can be an original or an acquisition show. It has also worked well for us to put a Monday reality show that is related to or suitable for a female audience on Prima Show in a preview and then on the main Prima channel,” concludes Roman Mrázek. The station’s programme also includes internally-produced shows; this year, for example, the show Czech Miss Essens will be broadcast, following the journey of the contestants to the title of Miss.
Prima Cool achieved a viewership share of 2.5% in the 15-69 audience group this year, the third strongest result after Prima Krimi and Prima Max. However, in the younger audience group 15-54, Prima Cool is the strongest thematic channel of the Prima Group with a share of 3.5% (data source: ATO-Nielsen Admosphere).
Source: mediaguru.cz
