The reality show Zrádci is an example of how a multimedia strategy can work, according to Prima Group's new CEO Lukáš Kubát. At the Forum Media conference, he presented how the traditional format was turned into a complex ecosystem with significant business potential. At the same time, Zrádci is an example of how Prima wants to monetise its premium formats in a new way.
According to Kubát, television today must not think only about broadcasting the main episodes. "We create content according to the needs of the audience and then prepare content derivatives from it, which we distribute across products," he described. So for Zrádci, alongside the TV episode, there is an aftershow, a podcast series, online content and fan events. "Distribution and monetization is no longer just about GRPs, but also about impressions, subscriptions and other revenue streams," he added.
Classic advertising revenue, which is the main source of funding for regular formats (73%), accounts for 37% of the second series of Zrádci. It is overtaken by creative advertising revenue (47%), while VOD revenue accounts for almost one-fifth of the second series' total (18%). Meanwhile, for future formats that Prima is working on, it expects these episodes to be split into thirds (see diagram below).
Monetization of the show Zrádci; Source: FTV Prima at Forum Media 2025Kubát stressed that Zrádcisignificantly boosts the performance of the Prima platform. "Zrádci can bring up to six times more users than other successful shows. They are at the very top of what attracts paying viewers," he argued.
according to him,Prima currently has around 600,000 active monthly users (over a million are registered), while "the paid tariff is already bigger than the free one". The popularity of the show has also been reflected offline, specifically in the Cinestar cinema network, where thousands of viewers have already seen the show. The show also appeals to a demographic that TV normally struggles to reach. "Three-quarters of our viewers are between the ages of 15 and 54, are more educated and tend to live in cities," he described. The duplicated reach of Zrádciacross all platforms is 7.58 million people, according to Lucas Kubát.
A key part of the success is so-called windowing, consisting of placement first on a video platform and then on TV. "It's not just about putting something on Sunday night. We need to know exactly where and when we have the highest yield. That's why there's a preview on VOD, ad-free viewing, a cinema event and podcasts during the week to keep the theme going until the next episode," he explained.
Although Prima has already announced casting for the third season of Zrádci, it has not yet confirmed filming of the show. However, Lukáš Kubát hinted at Forum Media that Prima is counting on filming a third series.
Prima wants to build on the success of Zrádciby building a new reality & entertainment division, headed by Samo Jaško. The team is currently filming a new format, Asia Express, in Southeast Asia, which is an epic travel reality show based on The Amazing Race. "We are keeping series and long-form formats, but we are expanding the portfolio with projects that can work on multiple platforms and attract new audiences," Kubát summarised.
Source: mediaguru.cz