Nova is rebranding its thematic channel Nova Gold to Nova Krimi from November. Before the launch, it is using its online platform Oneplay to promote and prepare viewers for the launch of the new project.
The current communication includes a taster channel at position number 17, where Viasat True Crime has been included since October. This programme is normally available only as part of the Extra zábava package, but has now been positioned so that customers on the lower Komfort tariff can also try it out. The station is themed around true crime cases and fits in with the dramaturgy directed towards the arrival of the new brand.
Standalone crime series are also given prominent space on the main Oneplay site, which is positioned just below the sports channel section. This positioning makes it clear that Nova is positioning crime-focused formats as an important part of its autumn programming offering. The presence of these shows may give viewers an indication of the types of content they can expect after the launch of Nova Krimi.
In the past, the position of taster channel has been rotated between different stations in the line-up, such as TLC or Televize Seznam. Thus, the placement of selected channels in the free-to-air position regularly serves as a tool to promote content that is otherwise only available, for example, in higher packages. Nova is now using this mechanism purposefully in connection with the change from Nova Gold to Nova Krimi, introducing viewers to the format that the new channel will focus on.
Source: mediaguru.cz
