The Prima media group has officially launched its new thematic channel focused on sports. The station, named Prima Sport, becomes another addition to the group's portfolio, responding to growing viewer demand for sports content and expanding its thematic offering beyond existing news and lifestyle channels.
The new program is designed to appeal to a wide range of fans. According to available information, the broadcast schedule will focus on a combination of popular sports disciplines, with a key element being the acquisition of rights to attractive competitions, which will complement the existing offerings of other group channels. The launch of the station is also accompanied by integration into the digital environment and online platforms of the operator.
The Prima group's move comes at a time when the Czech market is experiencing significant fragmentation of sports rights and an increase in the number of specialized channels. For viewers, this means a further expansion of program offerings, and for the group, strengthening its position in the advertising market, where sports broadcasts have long shown high affinity among affluent target groups and stable viewership even in the era of non-linear video.
Part of the new channel's strategy is also a close connection with the CNN Prima News editorial team, which will provide information services and analytical background for sports broadcasting. With this step, the Prima group continues its expansion of services, which in recent years has included the launch of several other thematic stations and the strengthening of content on its own streaming platform.