YOUTHFUL AND TO THE POINT. HOW TO CREATE AN AD FOR GEN Z

8. 4. 2024 Generation Z has one foot in the working age. They make up 40 percent of the consumer population and brands should not underestimate them in their communications. The MAM editorial team explored the attitudes of young people towards advertising in the latest issue of MAM 15/2024.

ONLY 180K SUBSCRIBERS LEFT TO TAKE VOYO TO A MILLION. NOVA IS PREPARING 512 HOURS OF ORIGINAL PRODUCTIONS.

5. 4. 2024 Nova TV's Voyo streaming service is close to reaching the million subscribers on the Czech and Slovak markets. According to the station's CEO Daniel Grunt at Thursday's press conference, Voyo had 820,000 subscribers in these markets as of yesterday.

HBBTV: BREATHING LIFE TO BROADCAST TV

1. 4. 2024 In today’s rapidly evolving world of television, viewers are no longer limited to passive consumption of content. They expect an interactive, personalized, and engaging experience that seamlessly blends traditional broadcast with the possibilities of the internet. This is where HbbTV, or “Hybrid Broadcast Broadband TV”, comes into play. For broadcasters and operators, HbbTV gives a great opportunity to monetize existing linear TV capacity with targeted and addressable advertising. The technology is mature and well-tested, and ready for deployment. What is HbbTV? Hybrid Broadcast Broadband TV (HbbTV) is a global initiative that seamlessly integrates traditional TV broadcasts with internet content on connected TVs and over-the-top (OTT) devices like set-top boxes and streaming dongles. It’s a convergence of various technologies including internet data transmission, television broadcasting, and teletext. HbbTV supports interactive features, allowing users to access information on demand. It offers a range of content from standard broadcast TV to IPTV services and supports various forms of digital television content.

EASTER HUNT FOR THE BEST AD? IT PAYS MARKETERS TO RESPECT TRADITION – IDEALLY WITH AN INNOVATIVE PLOT TWIST

1. 4. 2024 Although Easter is primarily a Christian holiday, it is infallibly a huge event in the world of marketing and television advertising. In particular, retail chains, food companies and candy makers of all kinds cannot miss it. Every year they come up with a fresh batch of campaigns brimming with eggs, bunnies and every other possible symbol of the spring holidays. If you haven’t had a big dose of sweets yet, watch out! Today, you will be reading mostly about lots of chocolate. Cadbury - Clucking Bunny (1983-???) Easter is associated with traditions and the same is true of its imprint in television advertising. One such tradition was established by Cadbury almost forty years ago when the British company introduced its Easter Bunny on TV screens. The bunny brings the legendary Creme Eggs, one of the iconic products of the global chocolatier, into stores year after year. The original advert’s content was relatively simple - basically just a couple of shots of the bunny making strange noises followed by a basket full of Creme Eggs. But the most important is what came after that. Cadbury decided to build on the inconspicuous advert. In the years that followed, the firm came with the message that all other animals desperately wanted to be like the Cadbury bunny but couldn’t. The real masterstroke came later when the company decided to run a viewer poll each Easter where customers could vote on which animal would be the Easter Bunny for that year. Last year, it was a cat from Boise, Idaho, USA; this year, voters chose a raccoon. For Cadbury it means that their marketing idea still survives after many decades, getting the variations that the consumer wants and making the launch of the new spot a major Easter event.

FAST CHANNELS: PLEX BRINGS MORE THAN 180 FREE TVS

28. 3. 2024 Last week we focused on Rakuten TV, the most easily accessible online video library, complemented by a range of free-to-air TV. Today it's the turn of its "competition".

TV NOVA HAS EXPANDED THE GRAPHIC INJECTION OPTIONS

27. 3. 2024 Sponsors may now take advantage of the wider graphic possibilities for sponsorship messages and injections on TV Nova.

YOUNG LIONS 2024: 21 JUDGES EVALUATE THE WORK OF 81 TEAMS FOR FOUR ORGANISATIONS

22. 3. 2024 The sixteenth edition of the Young Lions national competition for young communication professionals up to 31 years of age will soon recognize the winning talents.

HOW ARE CZECH MEDIA CHANGING BY AI? ANSWERS ON THE DIGIMEDIA 2024 CONFERENCE

22. 3. 2024 This year's 19th Digimedia conference, which will take place on 13 June 2024 in the Congress Hall of the Czech Television in Kavčí Hory, will be not only about television and radio broadcasting. One of the sessions will be dedicated to artificial intelligence and its impact on Czech media.

TV ADVERTISING IS NOT EXPENSIVE. IT OFFERS A HIGH RETURN ON INVESTMENT AND CAN BE AFFORDED BY SMALLER COMPANIES

21. 3. 2024 Quite often we encounter the myth that television as an advertising medium is expensive. But the reality is quite different. The magic term in TV advertising is “return on investment”. Television as a medium has an incredibly high return on investment because it has the greatest potential to reach and engage mass audiences, create brand awareness, have an emotional impact and generate sales. Even though competition from other platforms such as social media is continuously increasing, TV still generates better results than advertising done through other media channels.

TV MUST TAKE THE LEAD IN RESHAPING HOW ALL MEDIA IS TRADED

20. 3. 2024 Media trading currencies remain crude in an era that demands sophistication. TV can lead the push to change this amid the abundance of data and research available.

STREAMING MAY BE FLUSH WITH CONTENT BUT DISCOVERY REMAINS A CHALLENGE

17. 3. 2024 While consumers continue to enjoy a myriad of TV show options, discoverability remains a work in progress — and an increasingly valued feature by consumers, according to Hub Entertainment Research. But the firm’s Senior Consultant Mark Loughney believes to avoid flaring the fickle subscriptions of cancel-happy consumers, streamers need to remind viewers of the full reach of their libraries, not just the latest and greatest of their investments.

THE FRIENDLIEST DAY OF THE YEAR IS HERE. GUINNESS BREWERY ON ST. PATRICK’S DAY PROVES TIME AND TIME AGAIN THAT EVERYONE HAS AT LEAST A DROP OF GREEN BLOOD IN THEM

17. 3. 2024 Your favourite pub may soon be turning green too, as 17 March is fast approaching and with it comes the exuberant celebrations of the friendliest holiday of the year, St Patrick's Day. Every year it's a big event in the marketing world too - and while typically Irish brands obviously dominate with their campaigns, it's certainly not an occasion they've usurped for themselves. In fact, a certain sense of 'Irishness' has long been defined not just by nationality, but more importantly by a specific mindset and belief in certain shared values. Yet there is one brand to which we owe the popularisation of this idea - and that is why it is impossible to celebrate St Patrick's Day without the name of one of the world's oldest breweries being mentioned at least once.

STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT

15. 3. 2024 A new survey from Morning Consult found that American adults in every age demographic believe that corporations have at least some responsibility to display diverse, inclusive marketing. This data comes even as DE&I efforts at companies, universities and elsewhere are being criticized or even penalized by conservative legislators.

TELEVISION HAS THE HIGHEST TRUST AND ATTENTION. THESE FACTORS MAKE IT MORE POWERFUL THAN OTHER MEDIA

14. 3. 2024 Advertising on TV still holds all the aces to show advertisers that it is exactly the part of the marketing mix to ensure effective achievement of objectives and increased sales. The myth that TV has no advantages over other media in the digital age does not hold up. Its effectiveness and performance have not been undermined by the expansion of social media without which today’s younger generation cannot do. What is behind television’s strong position as an advertising medium? The answer is simple: its credibility and the ability of TV advertising to gain and hold the attention of the audience.

ADVERTISING’S AI REVOLUTION IS COMING – AND ITS ROLE IN MEDIA MAY BE DIFFERENT THAN YOU THINK

12. 3. 2024 It seems inevitable that artificial intelligence will transform advertising. But it’s not just going to be about chatbots writing taglines or algorithms tailoring creative on the fly. Instead, the biggest impact will be quieter, more fundamental, and far-reaching: a dramatic shift in the supply curve for quality reach, because, as most people in marketing focus on AI’s effects on advertising content, it also has the ability to up-end video content creation across the board.

U.S. TV HOUSEHOLD DATA REVEALS SHIFTING TRENDS IN HOW AUDIENCES ACCESS CONTENT

11. 3. 2024 With so much focus in the media industry on the changing TV landscape, it goes without saying that understanding audience behavior is critical. But advertisers, agencies and publishers need to know more than just what audiences are watching to best serve their clients. They need to understand as much about the audience as they can, including how they access TV content.

TV ADVERTISING AND SOCIAL MEDIA PROMOTION ARE TWO DIFFERENT WORLDS THAT CAN BE EASILY CONNECTED

7. 3. 2024 The former myth that advertisers can get by with social networks has long been debunked. Television advertising has undeniable advantages that no other medium offers. And that is why it is crystal clear that the ideal way to get the most out of advertising is to include both channels in your advertising plan.

DESPITE THE BAD PRESS, TV SHOULD PROVE RESILIENT IN 2024

6. 3. 2024 SVOD has reached saturation point, presenting opportunity for linear TV as it continues to adapt and innovate.