The Czech Republic’s Prima Comedy Central will be rebranded Paramount Network on January 12, 2021.
It will combine the most popular comedy shows from Prima Comedy Central with films and offer more entertainment. The Paramount Network will continue to be represented for clients by the Prima Group’s Media Club and Media Club, and for broadcasters by Axocom.
Prima Comedy Central channel began broadcasting in the Czech Republic on December 14, 2015 and was operated by Viacom International Media Networks (now ViacomCBS), which was also responsible for the content, programming and technical side. Meanwhile, Prima Group supported the introduction of the channel on the Czech market by providing the name of the established brand, and the Media Club sales agency took care of the sale of advertising within bundles.
By rebranding and repositioning the Prima Comedy Central channel to the Paramount Network, ViacomCBS is responding to market developments and audience needs.
According to Daniel Reszka, VP of Comedy and Entertainment Brand, ViacomCBS Networks Central and Eastern Europe, said: “Paramount Network is a recently introduced global brand of ViacomCBS, providing general entertainment. It builds on the legacy of the iconic Hollywood brand, enriching the channel’s comedy programming core with award-winning and exciting series and blockbusters. Thanks to this combination, Paramount Network is a place of premium entertainment and stories with even greater appeal for more viewers. At the same time, however, it continues to be home to the best comedies that Comedy Central fans have fallen in love with”.
Vladimír Porízek, operations director of the Prima Group, added: “Although Paramount Network will no longer be named Prima, we will continue to work with our longtime partner ViacomCBS. In addition to the sale of advertising by the Media Club, our agency Solootions provides communication for the renamed channel”.
