Nova TV: ‘An extra step must be made to do something different’
Dražen Mavrić, President of the management board With eleven channels with a national concession (HTV1–4, Nova TV, Doma TV, RTL, RTL 2, RTL Kockica, SportskaTelevizija and Croatian Music Channel) and about twenty channels with local or regional concessions, Croatia is one of the most competitive market within the CEE region. But for nine years in a row, Nova TV has managed to lead the ratings, according to Dražen Mavrić, President of the management board. ‘According to the ratings for the first quarter of 2019, the channels of the Nova TV Group were watched by 62% more viewers in prime time than those of the closest competitor. The programme of Nova TV was watched by an average of approximately 520,000 viewers in prime time, while achieved a 33% audience share, gaining 75% more audience than its closest competitor’, highlights Mavrić. One of the key reasons relies on the constant evolution according the new trends, and having locally produced shows as the basis. ‘Our goal has always been not only to make such content popular, but also to encourage the development of the lo-
cal product which is now ranked among the most popular foreign products in terms of quality and content, as a result of following and implementation of global trends’, adds the executive, and remarks that, looking back at the very beginning of Nova TV, the growth and development of local production is remarkable, and today, it annually produces at least one drama TV show with 160 to 180 episodes which is broadcast in prime-time. And this success is replied also outside Croatia, with some examples like LarinIzbor (Lara’s Choice), sold in 40 countries; Kudpuklo da puklo (No Matter What), drama TV show with elements of comedy sold in 32 countries, or Zora dubrovačka (Golden Hearts), sold in 26 countries around the world. According to the executive, in the first quarter of 2019, TV viewers spent an average of 2 hours and 22 minutes watching the Nova TV all-day programme, and 1 hour and 24 minutes watching the prime time programme. ‘Even though young viewers and millennials spend much less time in front of TV, television remains one of the most popular means of entertainment and information’, he says. But linear TV is not the only focus of the company: ‘Currently the digital media are beginning to take their slice of the TV cake, which is something we have embraced in line with the digital transformation in which we are also leaders in the media market. Apart from the Internet portals, Nova TV surpasses its competition on social networks. We have strong digital brands and we use all our digital assets to get even closer
CROATIA: AUDIENCE SHARE BY TV NETWORKS
Source: AGB Nielsen 1Q 2019 20 PRENSARIO INTERNATIONAL
LarinIzbor (Lara’s Choice), original series sold in 40 countries to our audience who prefer some other technical solutions for content consumption. We do this by adapting the content to a particular channel on which it will be placed – realtime news on the web, an animated GIFs on giphy, stories on Instagram, etc., all of them including the same basic content and idea’. ‘I believe that major technological changes relating to the production and distribution of video content, as well as to the various communication tools and channels, constitute an opportunity for TV to further enhance its domination. This is where Nova TV again stands in the forefront, by creating the most attractive and highest-quality content distributed through various channels and constantly investing in the latest technology of content broadcast’, emphasizes Dražen Mavrić. Regarding the programming strategy, he explains that the company not only invest in original production, but also in foreignlicense shows such as Supertalent (Got Talent), reaching a viewership of a million, and the music-entertainment show Tvoje lice zvučipoznato (Your Face Sounds Familiar), which achieved enviable results during its five seasons. The ultimate sensation of this spring has been Plessazvijezdama (Dancing with the Stars) as the most popular entertainment programme across all TV stations, with an average of over 670,000 viewers and 43.6% audience share. And completes the executive: ‘The media industry is dynamic, constantly changing and urging us to always keep the highest standards and push the limits in order to maintain our position. To achieve any kind of growth, an extra step must be made to do something more and different. Constant work on innovative products, technology development, original production, investing in our own team – are challenges we are facing successfully and I believe that we will continue in this direction’.
Special Issue JUNE 2019 - Prensario International