What you will find in the article:
- CNN Prima News aims for a market share of 3%.
- Current audience share is 2.73% among viewers aged 15 and over.
- The channel is financially stable due to rising viewership and ad revenue.
- Multi-platform reach significantly boosts viewership for key programs.
- Social media channels have over seven million users and two billion views.
After six years on the television market, the CNN Prima News channel’s audience share stands at 2.73 per cent among viewers aged 15 and over, and is gradually approaching the 3 per cent mark. However, according to editor-in-chief Tomáš Vojáček, the channel’s strength lies in its combined reach across television, the web and social media, which can multiply viewership by up to five times for key programmes. “As the world becomes increasingly digital, I am convinced that the future lies precisely in multi-platform reach, and that partners and advertisers will appreciate the opportunity to utilise combined reach across television, the web and social media,” said Tomáš Vojáček, editor-in-chief of CNN Prima News, in an interview for the print edition of CNN Prima News magazine.
In the interview, Vojáček also mentions that the channel is in the black financially, thanks in part to rising viewing figures and the associated advertising revenue, although he describes it as an “everyday struggle”. “The operational target for the channel is 3 per cent, which we are already consistently achieving within the group of 15; however, we would like this to be more of a lower limit for viewership in the foreseeable future,” he adds.
According to Vojáček, immediacy is what is expected of news coverage today. “News is changing before our very eyes: it places even greater emphasis on speed and immediacy.” At the same time, he recognises the fragmentation of today’s media landscape. “Everyone can find their own truth online – one that aligns with their view of the world.”
According to Vojáček, CNN Prima News’ social media channels and the CNNPrima.cz website together reach over seven million users and have recorded nearly two billion views and over 92 million interactions. YouTube is reported to have over 100 million views, the number of followers on Instagram has exceeded 300,000, the channel has over 500,000 followers on Facebook, and 241,000 followers on TikTok.
The reach of linear television broadcasting and social media is illustrated by the example of Terezie Tománková’s ‘Partie’ programme, which is watched by between 800,000 and one million viewers on television each week, but whose reach across the entire multi-platform ecosystem approaches two million. The difference was even more pronounced in last year’s pre-election debate between Andrej Babiš and Petr Fiala, which was watched by around one and a half million viewers on television, but reached over five and a half million across all platforms.
Source: mediaguru.cz