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czech television network Prima is embarking on a high-stakes gamble, launching a new advertising model dubbed “Prima Premium” and openly acknowledging the uncertainty of its outcome. The move, announced in early December 2025, reflects a broader industry reckoning as conventional television viewership declines and advertising dollars increasingly flow towards digital platforms, notably smart TVs.
Prima’s commercial director,Jan Čadek,articulated the urgency of the situation,stating that 2026 will serve as an “imaginary year zero” for the network. This isn’t a signal of impending collapse, but rather a recognition that the old rules no longer apply. “We take the year 2026 as the imaginary year zero,” Čadek explained in a recent interview. The core of the strategy involves significantly reducing ad load for viewers who opt into the premium service, promising a more streamlined and enjoyable viewing experience.
The Problem with Traditional TV Advertising
Currently, Czech television broadcasts can dedicate as much as 15 minutes per hour to advertising, a substantial interruption that frustrates viewers and encourages ad-skipping. Prima Premium aims to drastically alter this dynamic, capping advertising at a maximum of six minutes per hour, delivered in shorter, more frequent segments. This shift is designed to appeal to audiences increasingly accustomed to on-demand content with minimal interruptions.
Smart TVs and the Future of Advertising
The success of Prima Premium hinges on its integration with smart TV platforms and operators like Oneplay, Canal+, and Sweet TV.Čadek acknowledges the decline of traditional, “linear” broadcasting, though he believes it will persist in some form, even if accessed via internet-connected devices. “Linear broadcasting will not disappear for a long time,” he stated, “even if it runs on a TV connected via the Internet, on a computer or even on a mobile phone, it will still be TV.”
However, the transition isn’t without its challenges.The network admits to critically important uncertainty surrounding the pricing and measurement of this new advertising model. The value of “premium video” remains largely undefined,and the industry standard for ad sales could undergo a transformation.”It is indeed not an entirely simple game,” one senior official admitted, “as the current price perception of the agency market opposes it.”
Targeting the Right Audience: A strategic Divide
A point of internal debate centers on Prima’s target demographic. While many networks prioritize attracting younger viewers for long-term loyalty, Čadek argues that older audiences possess greater disposable income. A middle-aged homeowner, he points out, has more financial freedom than a student. Prima’s established brand identity as a “family television” suggests a focus on older demographics, but the network’s programming director, Alex Ruzek, is pushing for a shift towards reality shows and entertainment aimed at younger audiences. This internal tension highlights the complex challenges of appealing to a fragmented viewership.
The Rise of Smart TV Advertising Revenue
The timing of Prima’s move coincides with a surge in smart TV adoption. In 2022, 44% of Czech households had a SmartTV, and that number has grown by a million in just two years. This growth is fueled by the superior engagement rates of smart TV advertising. Viewers are less likely to skip ads on these platforms and are more attentive, making advertising space significantly more valuable. Companies are now paying roughly double the price for smart TV ads compared to other platforms, with the Czech Republic gradually approaching the European average of fifteen euros per thousand views.
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The success of Prima’s “year zero” strategy remains to be seen, with a definitive assessment expected by 2027. The network is essentially conducting a large-scale experiment, hoping to establish a new standard in the Czech television market. Whether this gamble will pay off, or join the ranks of previous failed attempts at industry reform, remains an open question.
