Films and series rank among the most popular television genres. As a result, film and series channels now represent the largest category of thematic TV channels on the Czech market. Television companies have been steadily developing this segment and are increasingly tailoring individual channels to specific audience preferences. In doing so, they aim to make it easier for viewers to navigate the offer and quickly find content that matches their interests.

There are currently 55 measured TV channels operating in the Czech market, a significant share of which are dedicated to films and series.[1] The popularity of these genres is also confirmed by TV audience viewership data. Of the total time that Czech viewers aged 15+ spend watching television, 44% is devoted to films and series. Among younger viewers aged 15–34, this rises to 48%, while viewers aged 35–54 allocate 47% of their viewing time to this type of content.[2] ‘Films and series have long been among the most popular television genres. It therefore comes as no surprise that film and series channels form the largest category of thematic TV channels on the Czech market,’ says Michaela Suráková, Managing Director at Atmedia, which represents 20 thematic TV channels on the Czech market. According to her, their importance is further underlined by the fact that television groups continue to invest in and further develop this segment.

How to Navigate the Content Overload

The popularity of films and series is not limited to just one type of content. Viewers watch action films, crime series, romantic stories, as well as sci‑fi and fantasy productions. It is precisely this wide range of film and series genres that is leading television companies to increasingly profile individual channels according to specific audience preferences. The most pronounced specialisation is particularly evident among Pay‑TV thematic channels. ‘As both media and content become increasingly fragmented, the strategies of television channels are evolving as well. Today, viewers can choose from dozens of TV channels as well as a wide range of streaming services. It is therefore becoming ever more important that they can immediately recognise what type of content a particular channel offers,’ explains Michaela Suráková.

Television groups therefore often operate several thematically focused channels under a single brand in order to reach different audiences with distinct content preferences. Examples include the measured TV channels AXN, AXN Black and AXN White, which appeal to different viewer groups. While AXN primarily offers series full of action, adventure and crime stories, and has a balanced male and female audience, AXN Black – focused on action, sci‑fi and fantasy content – attracts mainly men, who account for 66% of its audience. In contrast, AXN White, featuring romantic and drama content, has a predominantly female audience, with women making up 66%.[3]

Channel profiling is not only important for building relationships with viewers, but also makes it easier for advertisers to navigate the market, allowing them to target specific audiences more effectively. ‘More precisely defined TV channels make it possible to better connect content, audiences and advertising messages. This brings benefits not only for viewers, but also for advertisers,’ adds Michaela Suráková.

FilmBox Revamps Its Identity and Sharpens the Focus of Its Channels

The increasing focus on channel profiling is in some cases also reflected in changes to visual identity or channel names. A recent example is the FilmBox group of film and series channels, which on 10 June introduced a new identity under the name FILMBOX+. As part of this change, not only have individual channels been renamed, but their focus on specific types of content and audiences has also been further refined.

The original FilmBox and FilmBox Stars channels, which are included in official TV audience measurement, have been rebranded as FILMBOX+ One and FILMBOX+ Love & Crime. ‘FilmBox – now FILMBOX+ One – has long been the most‑watched Pay‑TV film channel on the Czech market, reaching nearly one million TV viewers each month in the 18–69 commercial target group,’ says Michaela Suráková. While FILMBOX+ One offers a selection of films and series across a range of genres, FILMBOX+ Love & Crime focuses primarily on romantic and crime content. The brand portfolio is further complemented by specialised non‑measured channels such as FILMBOX+ Comedy, FILMBOX+ Emotion and FILMBOX+ Hits.

The trend towards more clearly defined channel profiling is evident across the entire television market. Television companies are responding to the ever‑expanding content offer and changing viewer habits. In an environment of growing competition between TV and streaming services, clearly defined channel positioning is becoming a key tool for helping viewers navigate content, building stronger relationships with specific brands, and targeting distinct audience groups more precisely. This trend is also reflected in this year’s rebranding of the Viasat portfolio, which introduced a new visual identity and more clearly defined the focus of its individual channels.

Infographic