Marek Singer, CEO of Czech television broadcaster Prima, discusses a critical misstep in modern marketing: neglecting older demographics. In a recent interview, he argued that many marketers overly focus on younger audiences, overlooking the spending power and engagement of older consumers.
The executive emphasized the ‘importance of appealing to this group’, particularly for TV advertising, where older viewers represent a substantial portion of the audience. He also spoke about the evolution of TV consumption, the challenges posed by digital media, and the unique strategies Prima employs to stay competitive in an increasingly fragmented market.
Singer highlighted that while younger generations are shifting toward digital platforms, older viewers remain loyal to traditional television. ‘This demographic shift presents a significant opportunity for brands that recognize the untapped potential in targeting older consumers’. According to Singer, the industry’s failure to adapt to this reality is a major oversight.
Prima CEO’s views on marketing are shaped by company’s approach to content and advertising. The network has focused on creating high-quality local programming, which has proven successful in attracting a broad range of viewers. The broadcaster also understands the nuances of engaging both younger and older audiences, using a mix of traditional and digital advertising strategies.
However, the challenge remains in balancing these two approaches. ‘As younger audiences consume more content online, traditional television faces growing competition’. Singer believes that a comprehensive strategy, integrating TV and digital platforms, is ‘essential’ for future success. ‘Marketers should not only embrace this dual approach but also reconsider the stereotypes around older viewers’ consumption habits’, added.
Justamente en línea con la estrategia actual de la compañía de reforzar su plataforma Prima+, Petr Král has been appointed as the new head of the VOD and FAST segment at Czech broadcaster Prima, taking over from Josef Beneš. In his new role, Král will oversee the continued development of broadcaster’s service, which has rapidly grown since its launch.
Singer: ‘in 19 months, we’ve established Prima+ among Czech viewers with 1.2 million registered users, over 172,000 paying subscribers, and 148 million videos played’, stated.
The change in leadership comes as Prima looks to accelerate its digital services and further personalize its content offerings. Král plans to expand the range of available content, particularly in the areas of programming for children and younger audiences, to appeal to a broader demographic.
Prima+ offers a tiered subscription model, ranging from a free basic plan with access to Prima’s video archive, to paid options that include previews and premium content. The Premium package, priced at CZK 149 per month, offers commercial-free viewing in Full HD. Each user can create up to five personalized profiles and register up to five devices, with the ability to stream on three devices simultaneously.
