The Czech TV market is home to dozens of channels – nearly sixty of them being included in the official TV audience measurement. Yet, even in such a highly competitive environment, there is still room for new projects, provided they have a clear vision and a well-thought-out strategy. This is exemplified by this year’s launch of the Free-To-Air channel Warner TV, which serves as a practical case study for launching a TV channel in ten essential steps. The aim is not only to captivate television audiences but also to attract TV advertisers. Launching a TV channel is a complex process requiring meticulous planning and an in-depth understanding of the market. However, the success story of Warner TV demonstrates that with a clear vision, a strong partner, and quality content, it is possible to thrive even in a dynamic market like the Czech one.
1. Start with a ‘Why’ & Align Your Vision
Every successful project starts with a fundamental question: ‘Why?’ Why launch a new TV channel, and what is the overarching vision? Without clear answers, any endeavour risks losing focus. For Warner Bros. Discovery, the goal was quite straightforward – bridging a gap in their distribution network by launching a Free-To-Air channel that’d resonate with Czech viewers across diverse platforms. With more than 40% of Czech TV households relying on digital terrestrial broadcasting, this strategy makes perfect sense. Warner Bros. Discovery, which already operates 18 Pay-TV thematic channels and the Max streaming service on the Czech market, can now tap into the extensive Free-To-Air audience. Moreover, Warner TV is not merely a distribution channel designed to maximise revenue from pre-produced content. It also serves as a marketing tool to drive awareness and engagement for its Pay-TV channels and the Max streaming service.
2. Understand Your Market
After establishing a vision, the next step is for you to determine whether there is a room to bring it to life. This is where market research becomes indispensable – and where we step in. At Atmedia, we’re more than just a partner for selling advertising space, we also provide an expert guidance in market research, market entry, and navigating growth opportunities on the Czech TV market. We provide our business partners with the Czech TV Market Insight – a comprehensive analysis of the Czech TV landscape, highlighting the TV channels active on the market, their audience, the main contenders for advertising budgets, and the specifics of the Czech TV viewer. Only in-depth market research can help you identify opportunities for a new TV channel.
3. Shape Up the Product
Once you’ve grasped the market landscape, the next step is then defining your product. What will your TV channel be like? Which genres will it showcase? Who is your target audience? And most importantly, how will it stand apart from the competition? Warner Bros. Discovery did choose to focus on movies and series – genres that Czech viewers simply love. Over two-fifths of TV viewership is dedicated to these particular genres, so why not claim a slice of the pie? To stand out from other competing movies and series channels, Warner TV’s strategy lays in leveraging their own productions, offering a unique portfolio of films and series that set them apart from other channels in the same category.
4. Find Your Target Audience
Identifying your target audience is a pivotal step. While Pay-TV thematic channels often cater to niche audiences, a Free-To-Air TV channel needs to appeal to the widest possible audience (as its primary revenue source is TV advertising). Warner TV zeroed in on adult viewers aged 35–54, who often watch TV together with their families. This audience is highly appealing to advertisers and strategically complements the younger 25–34 demographic already captivated by the Max streaming platform.
5. Plan Your Content
After defining your channel’s genre and target audience, the next crucial step is to meticulously plan your content. The programming schedule should not only be engaging but also consistent, helping viewers establish a routine and know exactly what to expect from your channel. Warner TV adopted a strategy of thematic blocks, such as ‘Friday Hits’ (e.g., 2001: A Space Odyssey, Corpse Bride, Beetlejuice), ‘Saturday ’90s’ (e.g., Now and Then, Dumb and Dumber, Maverick), and ‘Drama Sundays’ (e.g., Risky Business, Focus, Mr. Church). During the daytime, it airs series such as Veronica Mars, Fringe, and Smallville. Warner Bros. Discovery made excellent use of their extensive library of in-house content to target viewers aged 35–54. All content is, of course, localised, as full-quality dubbing is essential for the success of any Czech TV channel.
6. Maximise Your Reach Across Households
Distribution is a crucial element – without it, your content won’t reach its intended audience. For a Free-To-Air TV channel, securing an agreement with one of the multiplex operators for digital terrestrial broadcasting is essential to ensure the widespread availability. Equally important are partnerships with Pay-TV operators, as nearly 60% of Czech TV households rely on satellite, cable, or IPTV services. The four major players in this sector do dominate the market, which makes agreements with them vital to ensuring your TV channel’s broad reach.
7. Secure an Advertising Revenue
Generating ad revenue is absolutely vital for any Free-To-Air TV channel. A new channel must find a trustworthy and reliable partner with experience in selling advertising space, a deep understanding of the Czech TV advertising market, and established relationships with key media agencies. At Atmedia, we’ve been successfully handling advertising sales for several years for three Warner Bros. Discovery Pay-TV thematic channels. This long-standing collaboration led the international media group to extend their trust in us for their new Free-To-Air channel venture.
8. Evaluate Your Financials: Costs vs. Revenue
Running a TV channel is costly, and this is especially true for Free-To-Air channels. Expenses for content, distribution, technical infrastructure, and marketing are substantial. On the revenue side, income predominantly comes from TV advertising sales. Will the channel attract enough viewers to generate advertising revenue that exceeds its costs? This question often determines whether a project moves forward. Warner Bros. Discovery went through a similar evaluation process, and with Warner TV now being available to Czech viewers for over six months, the results of this assessment are clear: the project has proven to be successful.
9. Don’t Overlook the Marketing Campaign
Prior to launching a TV channel, it’s important to streamline multiple processes – setting a clear timeline, addressing legal matters (such as a mandatory registration with the Council for Radio and Television Broadcasting), and fulfilling technical specifications (including metadata and EPG). A key element of this preparation is the marketing campaign, which generates awareness of the new channel. Warner Bros. Discovery maximised its own media platforms and bolstered Warner TV’s introduction through promotions on its Pay-TV channels.
10. Analyse and Optimise
Great! You’ve now reached the end – or rather, the beginning? The launch marks the start of an ongoing journey. Once your channel is live, you can start working with real data to evaluate the performance of your programming and gauge whether it’s connecting with your defined target audience. This phase is all about analysing and fine-tuning the programme schedule, optimising content for better viewer engagement. The ultimate goal is to firmly establish your channel on the Czech market, increase its market share, and drive higher advertising revenue.
Michaela Suráková (Managing Director)
Michaela does hold a university degree in economics and a doctorate in the same field, specialising in business risk management, alongside completing studies in forensic accounting. Michaela has been with Atmedia – an independent media sales house – since its founding in 2008, where she has been instrumental in developing and supporting the thematic TV channel market. In her role as Managing Director, appointed in 2015, Michaela applies her knowledge and extensive media industry experience. She has also contributed to academia by teaching at the University of Creative Communications in Prague (VŠKK).