The Czech national commercial station FTV Prima will be rebranded Prima family at the beginning of 2012.
At the same time, it will no longer be bound by regional licensing agreements with RTA and R1.
Prima, which is backed by Modern Times Group (MTG), has always seen itself as a family-oriented channel and will now have that confirmed in its name.
The Prima stable also includes Prima COOL, which targets male viewers aged 20-40, and Prima love, aimed at a female audience aged 20-44.
