As of 6am on 3 November, the Nova Gold station has been renamed Nova Krimi and has also been given a new visual identity. The move marks the culmination of a gradual process whereby the channel has long focused its programming on crime and detective content. The station's new motto is "Everything fits together".
Nova Krimi's new logo and visual identity works with the square motif and brown and beige tones. The ideological principle is based on the motif of rituals - repeated moments that are meant to bring calm and a familiar rhythm. "In the animations, the parts of the square form a whole that symbolically fulfils the main claim. The colour scheme uses warm tones complemented by clean, stable typography. They create a warm, relaxed visual," explains Jana Vavreková, Head of Creative at TV Nova. The BrandMark agency participated in the development and subsequent elaboration of the visual together with TV Nova.
The change is accompanied by an image campaign that appears in the metro, radio, print, digital, social media and in doctors' waiting rooms. Actors Dana Černá and Marek Holý are the voice of the station.
"Each of our brands has a clear place and purpose. Nova Krimi was created for viewers who are looking for certainty, peace of mind and stories with a clear denouement. It builds on Nova Gold, but gives it a new visual framework that matches the station's focus and the offer it wants to deliver," said Daniel Grunt, CEO of TV Nova.
The station originally started out as Telka, offering mainly archive shows from TV Nova' s output, including older variety shows, competitions and series. After the rebranding of all of the Nova TV Group's complementary stations, it became Nova Gold and focused on timeless entertainment hits for all ages. Gradually, however, it began to include more and more crime series and detective stories.
"Nova Krimi is expanding the space for the much sought-after detective stories by the viewers. On screen, they will once again meet the detectives from Columbo, The Mentalist, My Friend Monk and Inspector George Gently, Criminal Minds and Las Vegas Crime Story. Each of them has their own proven method and rituals, thanks to which everything fits together and the case is successfully solved," said Silvia Majeská, Programme Director of TV Nova. It is the theme of rituals that connects the world of detectives and their audience. Even Nova Krimi viewers have their own habits when watching their favourite series. Nova Krimi wants to reach out to new viewers and at the same time build on the current audience of the former Nova Gold station.
The rebranding of Nova Gold to Nova Krimi is also a response to the environment of the Czech television market. Rival group Prima has been running the successful Prima Krimi channel since 2018, with a 4.4 per cent audience share in October 2025, making it the group's second most successful station after the main TV Prima. In addition, Prima is considering further transformations to its station portfolio, including the contemplated launch of Prima Case.
Source: mediaguru.cz