Instead of launching new stations, the Prima group wants to focus on repositioning and rebranding its existing ones. The changes are intended to better target specific viewer and advertising groups.
The Prima group is considering changes to its portfolio of television channels, and the launch of the planned separate channels Prima Port and Prima Case is not currently in the immediate plans. Instead of launching new stations, Prima plans to reposition and rebrand some of its existing ones. After Thursday's press conference on autumn programming schedule, FTV Prima CEO Marek Singer told MediaGuru.cz.
This step is related to the need to better target both viewers and advertisers who want channels focused on specific target groups.
Singer did not rule out that some existing stations will be renamed or their programming focus changed. He admitted that sometimes these will only be minor adjustments, such as programming changes, but in other cases there may be more significant changes, including a new name. These changes should take place gradually over the course of next year.
No major changes are planned for this year, as Prima is currently focusing on other priorities. The repositioning is therefore expected to take place in the first or second half of 2026, with no exact timetable set yet. An exception may be new channels in Slovakia, where Prima is preparing to launch a Slovak version of the Prima Krimi channel. In the Czech Republic, however, the main focus is on modifying the existing offer.
Of the projects mentioned, Prima Port and Prima Case are not currently planned to be launched as separate stations. Prima Case was originally intended as a channel with crime programs for a younger audience. However, the current strategy favors using these content concepts within existing channels rather than launching new ones.
For example, Prima Krimi could theoretically be rejuvenated and take on elements of the Prima Case concept, which could mean rebranding or adjusting its programming focus. However, no specific plans have been announced yet, and everything is still in the consideration and preparation phase.
Source: mediaguru.cz
