The CME media group plans to use artificial intelligence to create original local video content in smaller markets. It also hopes that this will lead to the development of new genres and projects that would be financially unviable under traditional production methods.
The CME media group, which includes the Czech TV Nova, sees artificial intelligence as a tool that can be used for local video production. Particularly in the smaller markets where it operates (alongside the Czech Republic and Slovakia, these include Romania, Slovenia, Croatia and Bulgaria), it intends to use AI especially where traditional production is constrained by budget limits.
“For us, this is a transformative development. Thanks to AI, we can do things we wouldn’t otherwise be able to do,” said Jakub Drbohlav, who holds the post of strategy executive manager at CME, at the Communication Summit 2026 conference last week.
For the Romanian market, where Pro TV – part of CME’s portfolio – broadcasts, a film set in the 1970s is currently in production; its concept is intended to be in the style of Oneplay Originals, such as the Czech series *Metoda Markovič*. “We tested whether it would even be possible and confirmed that it is,” explained Drbohlav, adding that a convincing film trailer was produced in just three days.
Thanks to AI, CME also sees opportunities to develop new genres and formats that local markets have not yet been able to support financially. Possibilities include a fantasy film for the Romanian market or children’s animated productions for most markets, including the Czech one. CME is even considering reviving the ‘Bratři v triku’ brand, a studio specialising in animated films that was founded in 1945. However, both the production company and the film studio ceased operations for good in 2012.
CME utilises its own server infrastructure for video production, which enables the generation of audiovisual content on a large scale.
“We have a rule that we do not use AI to generate human characters in leading roles. We do most of it using a combination of methods, where we film some parts with actors and handle others using AI,” Jakub Drbohlav explained further. The result is intended to be a hybrid model in which AI accounts for approximately 40 per cent of the content. However, he emphasises that AI does not replace creative decision-making. “The creative vision remains with people. AI is a tool that allows us to do things faster and more efficiently.”
Source: mediaguru.cz
