TV3 attracts Czech guys

Hello extreme sports, goodbye telenovelas

PRAGUE, Czech Republic – Newcomer TV3 is hoping its brand of testosterone programming will attract younger male viewers away from market leader Nova TV.

The former Galaxie TV, TV3 launched in May as a regional broadcaster aimed at a young, urban, high-income — and mostly male — audience.

“We are an infotainment channel,” says Martin Havlicek, head of acquisitions.

That translates into an emphasis on sports, especially extreme sports, action adventure and young-skewing independent movies, music, docs, talkshows, series such as “Storm Warnings” and reality programs.

That marks a change from the telenovelas that appeal to Slovakian audiences at Markiza TV; or Prima TV, with its family-and-femme orientation; or the loftier ambitions of pubcasters Czech TV and Slovak TV.

Jan Rubes, head of acquisitions at Czech TV, will be at Mipcom looking for drama series and documentaries.

AQS, which buys for both Nova and Prima, is also in the market for docs — a comment on the changing face of commercial TV.

But some things never change: There’s also room for latenight adult programs on Nova.

With AQS increasingly buying both Czech and Slovak rights, the emergence of TV3 and regional distributor SPI is providing at least some competition in the face of falling prices.

The one bright spot is film sales.

“We expect audience tastes to become broader for films,” says SPI’s Ivan Hronec.

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