TV companies around the world celebrate World Television Day on 21 November to remind us of the attention-grabbing power that Total TV holds. As part of the annual United Nations initiative, a 30 second-spot will be broadcast and shared online worldwide.


Today’s TV captivates, fascinates, and holds audiences’ attention

The 26th edition of World Television Day celebrates a global reality: TV has a way of pulling you in more than any other medium. Television is always available, at home and on the go, across all screens – large or small – live or streamed; offering both collective and feel-like-me experiences.

From the very start, television has kept its finger on the pulse of society by drawing viewers’ attention to newsworthy events and societal issues. It keeps audiences glued to the screen with information they trust, high-quality series that fascinate, movies that captivate, content that holds their attention – and more.

Attention has also become increasingly important to brands, who understand the impact of this new metric: the greater the ad attention, the greater the business results. As TV delivers one of the highest and most consistent levels of attention to both its content and advertising, it is a medium with unequalled effectiveness.

“Television plays a crucial role in bringing important issues to our attention and forming public opinion. It helps people to stay informed on the topics that matter, from peace and security to climate change, from the pandemic to inequality. It is also a symbol for global communication that can help us to find solutions to the world’s issues, together.”  – Sherri Aldis, Director, UNRIC

“The TV industry continues to build a more sophisticated understanding of ad attention. As content providers and brands compete for consumers’ attention, this emerging metric will help demonstrate that TV delivers the short and long-term results both programmers and advertisers require. On World TV Day, we shine a light on the emerging attention economy and celebrate Total TV’s role in it,” asserts Katty Roberfroid, Director General, egta.

For more information, please visit

Press contact:

Alain Beerens,

Head of Communications, egta

Association of television and radio sales houses

T : +32 2 290 31 38


The Global TV Group is a grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, agencies and industry peers about the effectiveness and popularity of TV.



The European commercial broadcasting sector is a major success story. We entertain and inform hundreds of millions of EU citizens each day via thousands of channels available across Europe. The Association of Commercial Television in Europe represents the interests of 29 leading commercial broadcasters across Europe. The ACT member companies finance, produce, promote and distribute content and services benefiting millions of Europeans across all platforms.  At ACT we believe that the healthy and sustainable commercial broadcasting sector has an important role to play in the European economy, society and culture.


The European Broadcasting Union (EBU) is the world’s foremost alliance of public service media (PSM). Our mission is to make PSM indispensable. We represent 115 media organizations in 56 countries in Europe, the Middle East and Africa; and have an additional 31 Associates in Asia, Africa, Australasia and the Americas. Our Members operate nearly 2,000 television and radio channels alongside numerous online platforms. Together, they reach audiences of more than one billion people around the world, broadcasting in more than 160 languages. We strive to secure a sustainable future for public service media, provide our Members with world-class content from news to sports and music, and build on our founding ethos of solidarity and cooperation to create a centre for learning and sharing.

ABOUT egta

egta is the association representing television and radio sales houses, either independent from the channel or in-house, that markets the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members in fields of activities as diversified as regulatory issues, audience measurement, sales methods, interactivity, cross-media, technical standards, new media, etc. During its more than 40 years of existence, egta has become the reference centre for television and radio advertising in Europe. egta counts more than 160 members operating across 43 countries.


The Brussels-based United Nations Regional Information Centre for Europe – UNRIC – provides information on UN activities to 22 countries and is active on social media and websites in 13 languages. It acts as the European communication office of the United Nations and it aims to engage and inform European citizens about global issues. It also liaises with institutions of the European Union in the field of information. Its outreach activities, joint public information campaigns and events are organized with partners including the EU, governments, the media, NGOs, the creative community, and local authorities.




Illegal downloading of video content in the Czech Republic has increased 160 percent year-on-year this year, according to Axocom.

This is due to high inflation combined with the growing supply of TV content in the form of streaming platforms. This is based on an analysis by distribution company Axocom of the prevalence of illegal content on download servers as well as by measuring user searches for titles.

“The worsening economic situation together with inflation is forcing Czechs to save money. Culture has come under enormous pressure this year. This is evident in the attendance of Czech cinemas, which improved compared to the previous year, but it is not enough to reach pre-pandemic levels,”

said Erika Luzsicza, director of Axocom.

By contrast, time spent in front of TV screens has risen to record levels since the start of the covid period, the company said. The average Czech spends more than four hours a day watching shows, the most in 25 years, according to the data. And so far, there’s no sign of anything changing in that trend.

“The supply has multiplied several times in recent years, but it has also fragmented dramatically across a variety of platforms, most of which are pay-per-view. Moreover, each of them has a portfolio of content that is trending. And since viewers want to stay in the loop and keep up not only with what people in their environment are watching, but also with the trends being discussed, piracy unfortunately not infrequently comes into play,”

Luzsicza said.

Moreover, she said, the situation will only get worse. Piracy will be fuelled both by the continuing deterioration of the economic situation, which will force people to save money, and by the fact that TV ratings traditionally increase over the winter. Traditionally the busiest period is associated with the end of the year.

The most popular video platform in the Czech Republic is Netflix (39 per cent), according to Eset’s analysis. It is followed by the Czech platforms Voyo (18 per cent) and iPrima (16 per cent) or the HBO Max platform (16 per cent).

Commercial TV is trying to fight piracy by combating stolen content on online repositories. Last week, for example, it reached an agreement with Internet storage operators Hellshare and Hellspy to deploy filters that will search for illegal content. The filters will be continuously modified and updated to reflect the behaviour of users who illegally distribute audiovisual works.



A year ago at this time, Jan Vlček, CEO of the Nova group, was praising the “golden times” for the tv business. Big advertisers – retail chains, electronics manufacturers or e-shops – were spending billions on advertising spots as people rushed to shop after the pandemic.

This year is likely to be another growth year for the country’s biggest commercial broadcaster, but there are a number of uncertainties on the horizon: rising production costs for series, a looming recession and the unpredictable development of the war in Ukraine.

Full article exclusively in Hospodářské noviny.



Television groups Nova, Prima and Óčko, through the Association of Commercial Television (AKTV), entered into a cooperation agreement with I&Q Group at the beginning of this autumn season, relating to content sharing platforms on the domains, and This agreement, which is the first of its kind concluded between copyright holders and a repository, regulates the conditions for the application of automatic filters in content search and upload in relation to selected copyrighted works of commercial broadcasters.

The agreement was concluded after several months of negotiations. The essence of the agreement consists in the application of automated filters on file names, lengths and types of files in their search and upload by users. These filters will be continuously adjusted and updated to reflect the behaviour of uploaders who illegally distribute audiovisual works.

“Our primary goal is to reduce as much as possible the amount of our illegally shared content online. We invest large sums of money in production, in the hundreds of millions per year, and massive copyright infringement such as we see in the Czech Republic significantly reduces our return on investment. As a result, this has a particular impact on how much money is returned to the production of more original and attractive content for Czech viewers,” says Jan Vlček, President of AKTV and CEO of TV Nova.

“The agreement with I&Q GROUP is a good signal to us that a common ground can be found that will help prevent massive devaluation of our investments, and that is not unduly time-consuming or costly for storage operators. It should also send a signal to uploaders that sharing protected content is not legal,” added Vlček.

“We developed and deployed the filters in cooperation with AKTV at the beginning of the autumn TV season and have already spent several weeks testing them in practice. We can therefore conclude that they provide relatively easy and effective filtering of copyrighted content, which is particularly important for services of our type in light of the upcoming amendment to the Copyright Act, which imposes new obligations in this area,” explained Jan Hřebabecký, Managing Director of I&Q Group.



Media Club deploys artificial intelligence to optimise TV campaigns. This enables it to better tailor client campaigns to 25 defined target groups.

An average 14% increase in the cost of TV advertising on Media Club stations for 2023, the introduction of only one basic bundle of stations and its variations for defined target groups or the introduction of artificial intelligence in TV advertising planning are some of Media Club’s innovations in TV advertising for next year. However, Media Club’s new business policy is generally based on this year’s one. After implementing eGRPs in 2022, its next goal is to incorporate eGRPs into all campaigns for younger target groups. It also goes on adjusting TV ad pricing and continues its efforts to increase its inventory capacity. By raising the floor and adding an additional tier for a discount for investing in additional media, Media Club wants to motivate clients to provide higher guarantees in this respect (sponsorship, product placement, online, HbbTV, print). We spoke to Ladislav Dianiška, director of Media Club’s TV division, about some of the details of the new business policy.

For the next year, Media Club’s business policy includes only one bundle of represented stations instead of the two used previously. Why the reduction?

Above all, we wanted to simplify and clarify the offer for our clients. That is why we are introducing only one Media Club bundle. By introducing the ability to customise the distribution of individual channels for up to 25 target groups, we can see no point in having additional bundles.

As before, there are 25 target groups defined by Media Club. Can clients choose one or more groups to target in their campaigns within this offer?

Yes, one client can choose up to six target groups because there are clients who have different products for different target groups. With the help of the media agency and our replenishing, we are able to better optimise the clients’ campaigns. We want to start using artificial intelligence for booking in 2023, which we are testing now.

If a client chooses more than one target group, how does it work?

For each target group, we optimised the distribution of individual channels with respect to their affinity, reach and performance. Once the client selects a bundle with a given target group, they get the most optimal distribution possible. Furthermore, this allows us to react to fluctuations in viewership during the campaign and select the most suitable place for the client’s ad spots based on affinity.

Are you going to use AI for all the replenishments you make?

The foreign software we are testing now partially replaces manual work in booking and replenishment and is able to spread campaigns across the available space of individual channels. What matters is how many GRPs each channel is able to generate. For example, an optimal campaign for a young target group could be almost entirely on Prima Cool, but we cannot give such a campaign to everyone due to the capacity of the channel. Therefore, we use AI to find the composition of channels and shows for the client within the overall orders so that it reflects the requirements for the chosen target group as much as possible while not preventing the implementation of the same principle for other clients.

Does the software that uses AI include online inventory in replenishment?

eGRPs are part of the defined Media Club bundle, so online inventory is included. As we have documented, for younger target groups, eGRPs not only help increase campaign affinity but also increase reach.

The share of eGRPs in campaigns is still low, which is also related to inventory supply. You intended to implement eGRPs in the IPTV operators’ offer this autumn. What is the situation now?

At the moment we have agreements with operators Lepší TV and Sledování.tv, which helps us increase the available space for eGRPs. We anticipate that once all operators are engaged, the capacity for eGRPs could double and we could engage eGRPs in all campaigns. In any case, from 2023 onwards we want to introduce eGRPs into every campaign targeting the young target group.

Can the software also distinguish between different times of the day and the level of space utilisation with respect to legal limits? How do you set the time limits for ad placement in off prime-time and prime-time?

The software must be able to respect legal limits while working with the specific needs of clients. The time limits of individual campaigns are based on the specific contractual conditions of the clients, and the software will be able to respect this as well.

The Media Club’s core target group remains 15-69. Are you also counting on the children’s group 4-14, which you have not had in your commercial policy so far?

Of course, we do not want to turn our backs on any client and we are ready to present an offer for those who target this specific target group.

The basic CPP is increasing by 14% on Media Club stations for 2023. Once again, clients with the highest budgets are seeing the highest price increase, at 18% for next year…

We did this for the first time in 2017/2018, when we said that for budgets over CZK 50 million we would not give any discounts. We wanted to stop the policy of endless discounting. In addition, the demand for TV space has been increasing in recent years, so space is sold out, and we need to limit what is sold cheapest and sell the more expensive.

Looking back at this year, the year-on-year increase for clients with the highest budgets was 16%. Did it have the effect you wanted?

 Absolutely, because it freed up some space and allowed us to deliver our clients’ campaigns.

Do you consider a price increase of 14% for next year to be sufficient? Your colleague Jan Čadek announced an 8% increase in respect of Media Club radios, adding that a price increase of 17% would be needed. What about TV?

A 14% increase is an option that the market gives us. Of course, it would be necessary to increase the price more, but this is a compromise that we have reached. Even our main competitor is not increasing the price by a staggering amount (TV Nova is increasing the price of advertising by 12% for 2023, ed.).

 The autumn season has turned into its second half and a substantial part of the year is already behind us. How was this year for Media Club in terms of revenue compared to last year?

2021 was a successful year for our agency both in terms of business and finance. We saw stable demand from clients compared to 2020, which saw a change in consumer behaviour due to the measures against Covid-19. Last year, we achieved a profit before tax of CZK 818 million.

What do you expect from 2023? Do you already have any signals on how the market might develop?

Based on the current state of negotiations and budgets, we are on par with this year’s budgets, with a few exceptions. Overall, we expect a slight decrease next year.