PRIMA PLANS CELEBRITY-ONLY FOURTH SERIES OF THE TRAITORS. PRIMA+ TARGETS ONE MILLION SUBSCRIBERS

Prima is planning a fourth series of the reality show Zrádci featuring an all-celebrity cast. The television group is also aiming to grow its streaming platform prima+ to one million subscribers. At a presentation for its commercial partners, it also highlighted the importance of streaming in reaching younger audiences.

Prima Group is planning to produce a celebrity edition of the fourth series of the reality show The Traitors. The plans were unveiled to commercial partners last week at a presentation hosted by its advertising sales house, Media Club. However, the group has yet to reveal which celebrities it intends to approach to take part. Alongside the new series of Zrádci, next year's programming line-up will also include forthcoming drama series such as Vraždy v Kutné Hoře (Případy komisařky Anny, starring Eva Podzimková) and the six-part drama Táta.

The streaming platform prima+ plays a significant role in the distribution of the reality show The Traitors, which is currently airing its third series. According to figures presented by Media Club, viewers aged under 40 account for a considerably larger share of the audience for major entertainment formats on the streaming platform than on linear television. For the third series of Zrádci, this age group represented 61% of viewers on prima+, compared with 29% on television. The media group added that the third series had reached a total of 4.45 million unique individuals across television, prima+, social media, radio and cinemas.

Media Club reports a similar pattern in the age profiles of audiences for other programmes available on both prima+ and linear television. For Asia Express, under-40s accounted for 55% of the audience on prima+, compared with 25% on television. For Are You The One?, the corresponding figures were 66% on the streaming platform and 19% on television. The tenth series of Ano, šéfe! attracted an under-40 audience share of 59% on prima+, against just 15% on television.

According to Media Club, prima+ therefore provides an effective means of reaching younger audiences who are increasingly difficult for advertisers to target through traditional television broadcasting. The group offers its commercial partners a range of opportunities associated with its programmes, including product placement, sponsorship and bespoke branded projects.

One of Prima's objectives is therefore to increase the number of prima+ subscribers to one million. This summer, Prima announced that the platform had 333,000 subscribers. That figure is likely to have risen somewhat since then.

Source: mediaguru.cz