THE CZECHS SAW THE FIRST 20 SECONDS AND IT WAS CLEAR. THIS ADVERT IMMEDIATELY TOOK THE INTERNET BY STORM

4. 8. 2026 | 5 min read The Czechs watched the first 20 seconds and it was clear. This advert immediately took the internet by storm. This spring, a advert swept through the Czech internet that most people recognised within a few seconds. The melody and the footage were exactly as they used to be, except that a strangely foreign touch had crept in. Some cheered with nostalgia, whilst others remained sceptically silent.

ONEPLAY WILL BROADCAST BOTH OF JABLONEC AND HRADEC’S TWO-LEGGED TIE-UPS IN THE EUROPEAN CUP COMPETITIONS

3. 8. 2026 | 3 min read Oneplay will broadcast all four matches involving Czech clubs in the third qualifying round of the European cup competitions. Jablonec will face Latvian side FC RFS in the Conference League, whilst Hradec Králové are set for a two-legged tie against Turkish side Beşiktaş in the Europa League.

AQUALAND MORAVIA SCORES A HIT ON WATCHTIME. A SPOT FROM CROATIA REACHED 1.8 MILLION PEOPLE

3. 8. 2026 | 3 min read At a time when feeds are flooded with fast-paced cuts, generic formats and AI-generated visuals, Aqualand Moravia has opted for the opposite approach. Instead of Czechs heading to the seaside, it shows Croatians setting off on holiday to Moravia – a simple twist on the stereotype that defies expectations.

VODAFONE TV WILL INCLUDE PRIMA SPORT IN ALL ITS PACKAGES FROM TUESDAY

3. 8. 2026 | 2 min read Vodafone TV is set to expand its offering with a new sports channel, Prima sport. The channel will be available from 4 August as part of all the operator’s TV packages. At the same time, Vodafone will be offering a special deal on the Vodafone TV Lite & Sport service.

PRIMA SPORT IS JUST AROUND THE CORNER; THE CHANNEL WILL IMPOSE A NUMBER OF OBLIGATIONS ON BROADCASTERS

2. 8. 2026 | 4 min read Pay-TV operators are preparing to include the new Prima Sport channel in their line-ups. In addition to the commercial terms, they will also have to comply with a number of technical and distribution rules relating, for example, to catch-up viewing, ad-skipping, the protection of sports rights and the number of devices on which the service can be used simultaneously.

CZECHS SPEND 12,000 CZK A YEAR ON SUBSCRIPTIONS; ONEPLAY IS AHEAD OF DISNEY

31. 7. 2026 | 3 min read The average Czech spends nearly 12,000 korunas a year on digital services and other regular payments. Whilst Apple and Netflix dominate in terms of transaction numbers, the Czech platform Oneplay has also joined the ranks of the most widely used services, overtaking both Disney and PlayStation. This is according to data from the fintech firm Tapix.

PRIMA SPORT HAS LAUNCHED ITS DISTRIBUTION AND BEGUN SELLING ADVERTISING SPACE

30. 7. 2026 | 2 min read Magenta TV has activated a channel slot for the new Prima sport channel, and the programme guide confirms that the first broadcast will begin on 4 August with coverage of the match between Sparta Prague and Lyon. Furthermore, advertisers can book advertising slots from today.

ONEPLAY TO ADD NEW CHANNEL PRIMA SPORT, WILL ALSO BROADCAST SPARTA’S MATCH AGAINST LYON

30. 7. 2026 | 2 min read Oneplay is set to expand its sports offering to include the Prima sport channel. The first broadcast will be Tuesday’s match between AC Sparta Prague and Olympique Lyon in the third qualifying round of the UEFA Champions League, which will be shown on 4 August at 8.00 pm.

SURVEY: CONSUMERS EXPECT INFLATION TO IMPACT HOLIDAY SPENDING PLANS

30. 7. 2026 | 3 min read Economic uncertainty is expected to make shoppers more diligent when holiday shopping this year.

RECMA: KNOWLIMITS IS THE LARGEST MEDIA AGENCY, AHEAD OF OMD AND PHD

29. 7. 2026 | 2 min read The Recma rankings for 2025 have confirmed Knowlimits’ leading position in the Czech media agency market. The top four places remained unchanged, but the independent agency Mindsquared has now entered the top five.

CNN PRIMA NEWS IS IN THE BLACK AND IS AIMING FOR A MARKET SHARE OF AT LEAST 3 PER CENT

29. 7. 2026 | 3 min read According to editor-in-chief Tomáš Vojáček, CNN Prima News is managing to stay in the black thanks, amongst other things, to rising viewing figures and advertising revenue. The news channel currently has a 2.73 per cent share among viewers aged 15 and over, and its immediate goal is to consistently exceed the three per cent mark.

MARY KYRIAKIDI: TRUE DISTINCTIVENESS IS RARE. BUT WHEN A BRAND FINDS IT, IT REALLY PAYS OFF

29. 7. 2026 | 3 min read The debate over whether there is any real differentiation between brands at all was reignited this year at Cannes Lions, where Byron Sharp stated that a decade of research had failed to identify any truly differentiated brands from the consumers’ perspective. Brand differentiation can be measured. And it pays off. Mary Kyriakidi, Global Thought Leadership Director at Kantar, responds to this claim with data from the BrandZ database. She shows that perceived differentiation has a concrete, measurable impact on how a brand performs. It is therefore not merely an abstract marketing concept. What differentiation does for business Perceived distinctiveness accounts for roughly half of the reason why a brand can command a higher price. Brand awareness alone contributes only about 6 per cent to this. Customers therefore do not reward brands simply for being familiar with them. Above all, they reward those brands that hold a clear and unique meaning for them.

COCA-COLA, UNILEVER SHOW THE POWER OF WORLD CUP MARKETING

28. 7. 2026 | 3 min read Coca-Cola and Unilever each delivered some of their strongest quarterly performances in years, with both companies crediting their extensive World Cup campaigns.

PRIMA SPORT WILL REPLACE SPORTY TV AND WILL BE BROADCAST ON TWO NATIONWIDE CHANNELS

28. 7. 2026 | 2 min read The new Prima sport channel will replace the existing Sporty TV. It will begin broadcasting on 17 August.

HBBTV AWARDS OPEN FOR ENTRIES

23. 7. 2026 | 2 min read The HbbTV Association has opened entries for the HbbTV Awards 2026, which will be held as part of the 14th HbbTV Symposium and Awards in Barcelona.

PRIMA HAS INCREASED ITS REVENUE FROM OPERATORS TO HALF A BILLION AND IS ALSO CONSIDERING A SHIFT IN ITS TARGET AUDIENCE

23. 7. 2026 | 3 min read The Prima media group expects a significant increase in revenue from television operators this year. Revenue from the distribution of its channels is expected to reach around half a billion crowns, whereas in the past it stood at around 100 million.

ONEPLAY SPORT HAS INVESTED IN A NEW STUDIO AND WILL EXPAND ITS BROADCASTING OF THE CHANCE LEAGUE

22. 7. 2026 | 3 min read The new Oneplay Sport multifunctional studio will feature television facilities including an LED screen with almost 16 million pixels, virtual graphics and a viewing area for spectators. The channel will use it for the first time at the start of the new Chance League season.

REVENUE FROM STREAMING SERVICES IS LOWER THAN EXPECTED. SOME GLOBAL COMPANIES HAVE FAILED TO PAY

22. 7. 2026 | 3 min read The State Audiovisual Fund collected 387 million CZK in audiovisual licence fees this year, a 70 per cent increase year-on-year. Global streaming platforms also became fully integrated into the system for the first time, although their contributions fell short of initial estimates.