PRIMA IS PLANNING CHANGES TO ITS TERRESTRIAL TV SERVICE; A SHUFFLE IS ON THE WAY

The Prima Group is set to expand its collaboration with Digital Broadcasting and plans to move most of its channels to its DVB-T2 multiplex 24 next year. In an interview, the director of the Prima Group explains the reasons behind the change in distribution strategy and also clarifies why the new Prima Sport channel will only be available in SD resolution via terrestrial broadcasting.

The Prima media group’s long-standing contract with České Radiokomunikace is due to expire next year. It intends to continue working with the operator, but plans to broadcast most of its programmes on the rival network operated by Digital Broadcasting. Lukáš Kubát, CEO of the Prima Group, outlined the planned move to MediaGuru.cz.

Mr Kubát, the launch of your new nationwide channel, Prima Sport, on Digital Broadcasting’s DVB-T2 multiplex 24 comes as a big surprise. What led you to take this step?

We have entered into a long-term partnership with Digital Broadcasting, and Prima Sport is the first sign of this collaboration. Next year, we plan to move other channels to this multiplex as well.

Until now, you’ve had very close ties with ČRA, and it was no secret that you had your own dedicated data capacity there.

Yes, we did have a reserved bandwidth, but we have now received a significantly more favourable offer, which is why we are planning to switch to this network. I am very pleased about the partnership with Digital Broadcasting.

Can you reveal which programmes you intend to move to DVB-T2 multiplex 24?

The vast majority. As for České Radiokomunikace, we’re deciding whether to stay there with just one or two channels.

And is the portfolio of channels you’ll have after the launch of Prima Sport now final?

If we were to launch anything else, it would be some FAST channels with pay-TV operators. I don’t see any scope for us to launch another traditional thematic channel on top of sport at this stage.

And can Prima Sport operate on the FAST model?

No, it won’t be a FAST channel. Prima Sport will be part of a large ecosystem. That means the content will primarily be on the Prima platform, and then Prima Sport will acquire certain rights that we want to promote, or possibly broadcast them directly on free-to-air television.

I’d like to ask about picture quality. Given the pay-TV operators, your programmes on terrestrial television – with the exception of CNN Prima News – are only available in SD resolution. Now, all of a sudden, Prima Sport has appeared and is broadcasting in Full HD. Is this some sort of new trend that other channels will follow?

Prima Sport will be available in SD on terrestrial TV.

So was the HD just some sort of introductory promo?

Exactly. The channel isn’t officially broadcasting yet, so it was a sort of trial run, but it will then be in SD because we can’t breach our contracts with the operators.

So is this just a promotion lasting a few weeks?

No, it’ll just be those two Sparta matches, and then from 17 August the channel will be broadcast terrestrially in SD resolution only. Viewers will be able to find it in HD via operators and on Prima.

The operator Digital Broadcasting claims around 98 per cent coverage of the Czech Republic, which might be sufficient. However, from my experience, I know of viewers who really can’t tune into DVB-T2 multiplex 24. Aren’t you worried about that?

No. When I look at the development of IPTV, which has been growing steadily over the long term, I’m not worried about it. Whether DTT has one or two per cent less coverage doesn’t matter.

Well, it’s precisely the terrestrial broadcasting that’s the issue…

I know, but it’s been losing ground in the long term. If you look at the main source of revenue by platform, you can see how DTT is declining.

So, to sum up, how will your distribution mix develop?

For the time being, it’s staying as it is. We maintain a certain standard of quality for our terrestrial broadcasts, but we provide a higher quality service to pay-TV operators. From next year, we’ll be ‘splitting our services’, so we won’t just be with one terrestrial multiplex operator, but with both Digital Broadcasting and ČRA.

České Radiokomunikace retains its clients through long-term contracts. I assume that means those contracts are coming to an end for you?

Exactly. They’re due to end next year.

Source: mediaguru.cz