The Czech television market is preparing for the launch of a new sports channel, which, according to current information, will choose a different distribution path than originally anticipated. The new station, Prima sport, is expected to head to the nationwide DVB-T2 Multiplex 24, operated by Digital Broadcasting. This move is particularly noteworthy because most of the existing Prima Group channels use the infrastructure of rival České Radiokomunikace (ČRA).
Initial analytical expectations were that Prima sport would remain loyal to ČRA networks. The main reason for this is the close connection to the existing Sporty TV station, about whose acquisition or close integration with the Prima project there have been intense discussions in recent weeks. Sporty TV currently broadcasts in Multiplex 23, which falls under ČRA, but the new project under the Prima umbrella has a different distribution strategy.
The decision to use the Digital Broadcasting network indicates a growing effort by large television groups to diversify their terrestrial distribution. Prima, which obtained a twelve-year broadcasting license for the new channel, confirms with this step that the battle between the two main operators of nationwide networks for attractive content continues to escalate. For Multiplex 24, the arrival of an established brand represents a significant strengthening of its portfolio, especially in the live broadcasting segment.
The strategic importance of sports content for linear television is currently key. While viewers are increasingly consuming films and series through streaming services, sports broadcasts remain the main attraction for real-time viewing. In this respect, Prima sport aims to offer a combination of live broadcasts, news, and thematic magazines. The use of the facilities and know-how of the existing Sporty TV could also significantly accelerate the project's launch.
Although August 17, 2026, appears as a speculative start date for broadcasting, official confirmation of the date and the final form of the program schedule is still missing. However, the shift from the expected distributor to a new partner already suggests that the shape of the Czech digital airwaves will undergo further changes in the coming years, which may disrupt the current status quo among the main market players.