What you will find in the article:
- Prima media group expects revenue from operators to reach half a billion crowns.
- Previous revenue from operators was around 100 million crowns annually.
- The group is considering shifting its advertising target audience to ages 25–69.
- Increased revenue is linked to better monetization of content value.
- Growth in digital platforms and multi-platform environments is a key priority.
The Prima Group is increasing its revenue from television operators. Whilst in the past it earned approximately 100 million CZK a year from the distribution of its channels, this year it expects revenue of around half a billion crowns. Lukáš Kubát, CEO of the Prima Group, made this statement in an interview with CNN Prima News magazine, published to mark the sixth anniversary of the multi-platform news service.
The group is also considering changing its target audience for advertising sales from the current 18–69 age group to a narrower 25–69 age group.
Revenue from sources other than traditional television advertising has accounted for an increasing share of the group’s financial performance in recent years, the group’s CEO added. “If we look at revenue growth last year, a large proportion came from sources other than traditional advertising. We have significantly increased the fees charged to operators for the use of our channels. In the past, we collected around 100 million crowns from operators; this year it will be around half a billion,” explained Kubát. According to him, the increase is linked to the fact that Prima has begun to monetise the value of its content more consistently within television operators’ offerings.
Alongside the growth in distribution revenue, the group is also focusing on developing its own digital platforms and building media ecosystems around strong brands. Kubát pointed out that, in the world of online video and social media, it is no longer just about selling advertising impressions, but increasingly about long-term partnerships linking television broadcasting, streaming, web projects and social media.
In light of the transformation of the television market, he also hinted at a possible change to the target audience for television advertising. According to him, Prima is considering shifting its focus within the next two years from the current audience group aged 18–69 to the 20–69 age group. The reason for this is an effort to better reflect changes in the consumption behaviour of younger viewers, who are spending more and more time on digital platforms and social media.
In the interview, Kubát also discussed the development of the CNN Prima News news platform and the prima+ streaming service , which, he said, continues to see growth in subscriber numbers. He highlighted the creation of a multi-platform environment as a key priority, in which users will be able to search for content not only by programme but also by specific topics, personalities or current events.
Source: mediaguru.cz