Starting 10 March, viewers of O2 TV and subscribers to Voyo will see changes to their user interface and content offering. It will now be branded under Oneplay. As we have already described, the PPF group is combining its key media channels while creating a new product. The existing Voyo service, which has 950,000 subscribers in the Czech Republic and Slovakia, has so far only offered ad-free subscriptions. Although foreign streaming services like Netflix, Max, and Disney+ have gradually introduced subscription models with ads, which are cheaper compared to ad-free options, Voyo had previously been hesitant to launch a hybrid subscription with ads. However, the situation is changing, and with the creation of Oneplay, Nova and O2 are now looking into how to introduce a hybrid subscription with ads.
“We will be preparing for this technologically so that we can introduce the ad-supported subscription model starting in 2026,” confirmed Daniel Grunt, CEO of TV Nova, to MediaGuru.cz. However, he did not specify whether this would happen at the beginning of the year or later on. Before launching such an offering, several issues related to the advertising system technology, data for targeting ads, measurement methods, and the currency by which the ads will be sold need to be addressed.
For now, the offering of original shows, Oneplay originals, and archived content will remain ad-free. Linear channels, as well as their catch-up content, will include ads. At the same time, Nova will begin exploring ways to prevent ad-skipping in on-demand content.
You can read the details in the questions for Daniel Grunt below.
Questions for Daniel Grunt
A new service, Oneplay, is coming to the Czech market. Since it combines an on-demand video service, which has previously been ad-free, with linear television, we are curious about what advertising opportunities will be available on Oneplay.
There will be advertising opportunities, but not immediately. Oneplay is a combination of Voyo and O2 TV, with something extra, though that extra is not yet an advertising layer. Technologically, we will be preparing to add an ad-supported package from 2026, though I’m not saying whether it will be at the beginning or the end of the year, which will be more affordable.
Oneplay will offer four subscription packages from the start. There will be no difference in terms of ads. We need to realise that we are combining the world of linear television with the catch-up offering of Voyo Originals and original content. Of course, there will be ads on linear TV channels. Just like when viewers watch shows from the TV guide up to seven days back, there will be ads in those as well, since they are live TV channels. However, original content for Voyo or Oneplay, or original content for TV Nova, which viewers will watch in both the archive and on catch-up, will be ad-free. In the future, though, we will introduce an advertising layer for Nova’s original content or Oneplay’s original content.
What preparations will the introduction of the advertising layer require?
It's many pieces to the puzzle. One aspect is technology. It involves the need for an advertising system that can serve customers and work with the service’s data. At the same time, it must be able to target uniquely because we will know what viewers are watching, what interests them, what packages they have, and how often they watch. Precise targeting based on data will be, in 5-6 years, what gives value to advertisers on a premium video service. This is where we see the future and our next revenue source. The second aspect is that, at the moment, there is no defined measurement method in the Czech market. Should it be measured separately, or should it be combined with TV data and merged into one currency? These are major questions that we need to solve not only for ourselves but also with our colleagues in the market within ATO. It is crucial that the currency used is trustworthy, clearly verifiable, and has value for advertisers.
It is evident that the share of online viewing is increasing, while linear viewing is decreasing. How will this be handled in the new service with catch-up content and the ability to skip ads?
At TV Prima, skipping ads will not be possible. Prima has this in its terms, and we respect that. In Oneplay, Prima will work as it has until now on O2 TV. At the moment, nothing can be skipped. However, throughout the year, we aim to improve user comfort so that at least it will be possible to navigate between advertising breaks. The time is also approaching when TV Nova will have to adopt measures to prevent ad-skipping. More and more linear broadcasting is being watched over the internet, skipping ads is very easy, and our TV companies are still largely dependent on advertising revenue (70-80%), so we will have to face this issue.
At the beginning of the year, there were various forecasts regarding the sentiment in the advertising market. How do you assess the start of the new year in the advertising market?
I would describe the situation in the advertising market as slightly optimistic. In the first quarter, it is at least at the same level as last year. We will be watching how the rest of the year develops.
Source: mediaguru.cz