Films and TV series remain the most-watched type of television content in the Czech Republic. Television companies are therefore expanding their range of themed channels and increasingly targeting specific viewer groups.
Film and drama channels represent the largest category of themed television channels on the Czech market. According to Atmedia, which represents 20 themed television channels commercially, broadcasters are responding to the growing volume of available content and changes in viewer behaviour by increasingly defining the distinct profiles of individual channels.
There are currently 55 measured television channels operating on the Czech market. Viewing figures show that films and TV series account for a significant proportion of television consumption. Viewers aged 15 and over devote 44 per cent of their time spent watching television to them. In the 15 to 34 age group, this share reaches 48 per cent, whilst for viewers aged 35 to 54 it stands at 47 per cent.
“Films and series have long been among the most popular television genres . It is therefore no surprise that film and series channels constitute the largest category of themed television channels on the Czech market,” said Michaela Suráková, managing director of Atmedia.
According to her, the strategies of television companies are also changing in line with the growing fragmentation of the media market. Alongside dozens of television channels, viewers now also have access to a wide range of streaming services, which increases the importance of a clearly defined programming focus for individual channels.
Examples include the AXN, AXN Black and AXN White channels. Whilst the main AXN channel primarily offers action, adventure and crime series and has a gender-balanced audience, AXN Black targets fans of action, sci-fi and fantasy in particular. According to Atmedia, two-thirds of its audience are men. Conversely, AXN White focuses on romantic and dramatic stories and has a predominantly female audience.
According to Atmedia, a more distinct channel profile can help not only viewers to navigate the programming on offer, but also advertisers in reaching specific target groups.
This trend towards specialisation is also reflected in changes to the branding and visual identity of television channels. One example is this year’s rebranding of the FilmBox portfolio, which has been operating under the Filmbox brand since June . The change also involves a more precise focus for individual channels.
The original FilmBox and FilmBox Stars channels have become Filmbox One and Filmbox Love & Crime. Whilst Filmbox One offers a mix of films and series across various genres, Filmbox Love & Crime focuses primarily on romantic and crime-themed content. The portfolio is complemented by other specialised channels focusing, for example, on comedies, romantic films or new film releases.
According to Atmedia, other television groups are also moving in a similar direction. Growing competition between television and streaming services is leading broadcasters to ensure that individual channels define their content and target audience more clearly. In addition to the rebranding of FilmBox, this is also confirmed this year by changes to the Viasat channel portfolio, which has undergone a revamp of its visual identity and a refinement of its programming focus.
Source: mediaguru.cz
