The Prima Group will start inserting special advertising blocks into the rewatches of its TV channels on the Oneplay service from next year. Jan Čadek, Prima's commercial director, said this in an interview with Médiář.cz.
The advertising blocks inserted into Oneplay will replace the original advertising included in linear broadcasts, and only when played back four days after the live broadcast. Until then, the broadcast will include the classic commercials aired on television. "It will be about inserting commercials for programmes that are more than three days old. In other words, if you rewind a programme that any Prima channel broadcast linearly more than three days ago, you will see an advertisement inserted by us, i.e. different from the linear broadcast," Jan Čadek explained. The electronic viewership measurement delivers the data for back views up to seven days after the live broadcast. However, advertising is only realistically sold for the first three days of back-viewing.
"Today, classic TV viewership is measured as the sum of so-called live viewership, which means at the time it is actually broadcast, and delayed viewership, which is defined by the following three days after the broadcast," confirms Čadek. From the fourth day of back-viewing onwards, the TV station does not charge anything for the unwatched ad, and Prima wants to change this by inserting other ad spots. "Itwill work this way not only on Oneplay, but on every other operator that offers or will offer Prima channels. For you as a viewer, practically nothing will change, only the content of the commercial breaks will be different, only different spots will run in them after three days," added Prima's commercial director.
In addition to Oneplay, Prima would also like to apply this principle to the back-viewing services Sledování TV, Canal , Better TV and Sweet TV. However, Čadek would not elaborate on how the group would share the revenue from such ads with these operators. In the case of Oneplay, it would ironically share the profits with its biggest competitor, Nova TV, which operates the service. "I can't answer that. I cannot talk about contractual arrangements," Jan Čadek refused to comment.
Source: televizniweb.mediar.cz
