The Prima television group has announced the launch of its new thematic channel Prima Sport. Broadcasting will commence on August 17, 2026, and the station will complement the existing portfolio of programs within this media group. The new project is being created based on an agreement with Perinvest Group, which until now operated the Sporty TV station. Prima Sport will thus effectively take over the foundations and capacities of this existing sports program.
The cooperation with the group of entrepreneur Tomáš Petera is intended to ensure a smooth transition of content that Sporty TV managed to build since 2024. The original station focused on a wide spectrum of more than thirty sports disciplines, including those that had limited representation on the Czech market. Prima plans to maintain this focus and further develop it thanks to its broader production and technological background.
“Entering the segment of standalone sports broadcasting is part of our long-term strategy to invest in quality content and offer it across both television and digital environments. We are building on the work of the Sporty TV team and bringing a wider range of live broadcasts and studio shows,” said Lukáš Kubát, CEO of Prima Group.
According to Tomáš Petera, owner of Perinvest Group, the integration of the project into Prima's structures is a logical culmination of the station's growth to date. The partnership is expected to enable further development of formats that utilize modern technologies for broadcasting less traditional sports. The Prima Sport project anticipates synergy between linear television broadcasting and Prima Group's digital platforms, aiming to attract a broader audience.
The main programming pillars are expected to include domestic and international sports broadcasts, which will be accompanied by proprietary studio formats. Prima Group expects this move to strengthen its position in the market for both paid and free-to-air thematic channels. Details about signal distribution and tuning methods for the new station will be announced during preparations for the August broadcasting launch.