The Industry Section of the Karlovy Vary International Film Festival (KVIFF), which gives film and TV professionals the opportunity to learn about current trends in film production and distribution and TV formats, has grown again this year, taking over the modernly renovated surroundings of the Imperial Baths opposite the Pupp Hotel.
On the first day of the four-day programme, a room full of Czech and Slovak filmmakers was captivated by a panel discussion on the topic of streaming media and the attention economy. Control over their time and their own choice of content are advantages that make users subscribe to even four services at the same time. And this is where they spend a substantial part of their time, for which VOD platforms compete. This opens up space for brands and marketers to grab viewers' attention.
Lucie Oravčíková from the Voyo platform used concrete data and figures to show how the formerly archival server became a "love brand" and a relevant number two on the Czech streaming market. At the beginning, it was just a "bold" plan of Didier Stoessel, CEO of CME Group - one million viewers by 2025. She also introduced the audience to how the strategy between the linear TV Nova and Voyo platform works effectively.
Source: mam.czEva Pjajčíková and Diana Tabakov from Czech Television's iVysilani outlined how they plan to fight for "young adults", young viewers consuming content online. They want to create a community around the online broadcast of CT, for which YouTube seems to be the best platform. There, they will introduce CT programmes to the target group and get them to switch to them. They use social networks to present excerpts of programmes from iBroadcast. Among young viewers, What the Fuck and Pussy on the Couch are the most popular "infotainment" sites.
Ivo Andrle from KVIFF TV informed about the connection with Vodafone TV, where their broadcasts are placed at position 20, i.e. quite high. It is available for free due to the inclusion of advertisements and is a linear programme with three to four films a day. He confirmed that the synergy of Aerofilms' cinema distribution with KVIFF TV's broadcasts works well. A campaign informs about the film when it opens in cinemas, which also works with film fans when it is later shown on KVIFF TV. They use social media as a "magnet" to get viewers to switch to their channels and allocate 80 to 90 percent of their communications budget to it.
Source: mam.cz
