![\"mu\u017e](\"https:\/\/www.europesays.com\/cz\/wp-content\/uploads\/2026\/05\/shutterstock_2502898365-1-1200x800.webp.webp\" "\\"shutterstock_2502898365")
Televize se dostala do dluhov\u00e9 pasti a vyhl\u00e1sila konkurz. Zdroj: Shutterstock.<\/p>\n\t\t\t\t\t7. 5. 2026<\/p>\n
Kdy\u017e v rozhovoru zazn\u011bla tato v\u011bta, v\u0161ichni z\u016fstali v\u00a0\u0161oku. Majitel velmi zn\u00e1m\u00e9 \u010desk\u00e9 televizn\u00ed stanice prohl\u00e1sil, \u017ee televize vstupuje do konkurzu. Moment\u00e1ln\u011b to zn\u00ed jako kone\u010dn\u00fd verdikt nad jednou \u00e9rou. Televize, kter\u00e1 tu byla od roku 2009 a sledovaly ji statis\u00edce div\u00e1k\u016f se pomalu bl\u00ed\u017e\u00ed ke sv\u00e9mu konci.<\/p>\n
Pokus o z\u00e1chranu zjevn\u011b nedopadl podle p\u0159edstav.<\/p>\n
Sv\u011bt m\u00e9di\u00ed se ot\u0159\u00e1s\u00e1 v z\u00e1kladech<\/p>\n
V\u00a0posledn\u00edch letech m\u016f\u017eeme v\u00a0medi\u00e1ln\u00edm sv\u011bt\u011b sledovat prakticky zem\u011bt\u0159esen\u00ed. Zat\u00edmco n\u011bkolik des\u00edtek let zp\u00e1tky bylo klasick\u00e9 vys\u00edl\u00e1n\u00ed naprost\u00fdm l\u00eddrem cel\u00e9ho trhu, dnes je to \u00fapln\u011b jinak. S\u00a0p\u0159\u00edchodem streamovac\u00edch platforem se sledovanost klasick\u00e9 televize ot\u0159\u00e1sla v\u00a0z\u00e1kladech. Lidem se zal\u00edbila kontrola, kterou d\u00edky nim maj\u00ed, proto\u017ee si mohou pustit cokoli a kdykoli se jim zachce. Spousta televizn\u00edch stanic tak p\u0159ich\u00e1z\u00ed o stovky milion\u016f v\u00a0reklam\u00e1ch. N\u011bkte\u0159\u00ed situaci popisuj\u00ed jako \u201enejhlub\u0161\u00ed krizi televizn\u00ed reklamy za posledn\u00edch deset let\u201c.<\/p>\n
Televize se dostala do dluhov\u00e9 pasti a vyhl\u00e1sila konkurz. Zdroj: Shutterstock.<\/p>\n
Ofici\u00e1ln\u00ed zpr\u00e1va britsk\u00e9 spole\u010dnosti Ofcom upozor\u0148uje, \u017ee klasick\u00e1 televize p\u0159ich\u00e1z\u00ed o reklamn\u00ed investice mnohem rychleji, ne\u017e v\u0161ichni o\u010dek\u00e1vali. Naproti tomu reklama na internetu a soci\u00e1ln\u00edch s\u00edt\u00edch jenom kvete a lid\u00e9 toho dok\u00e1\u017eou pat\u0159i\u010dn\u011b vyu\u017e\u00edt. T\u00fdk\u00e1 se to cel\u00e9ho sv\u011bta a \u010cesk\u00e1 republika nen\u00ed v\u00fdjimkou.<\/p>\n
Proces, kter\u00fd prob\u00edh\u00e1 roky<\/p>\n
To, \u017ee se m\u011bn\u00ed chov\u00e1n\u00ed lid\u00ed, co se t\u00fd\u010de sledov\u00e1n\u00ed televize, nen\u00ed nic n\u00e1hl\u00e9ho. Je to postupn\u00e1 reakce na nov\u00e9 technologie a zp\u016fsoby sledov\u00e1n\u00ed obsahu. Medi\u00e1ln\u00ed analytik<\/a> Odysseas Garganas uv\u00e1d\u00ed:<\/p>\n \u201eRychl\u00fd r\u016fst digit\u00e1ln\u00ed video reklamy p\u0159esunul zna\u010dnou \u010d\u00e1st reklamn\u00edch rozpo\u010dt\u016f z line\u00e1rn\u00ed televize, co\u017e nut\u00ed tradi\u010dn\u00ed vys\u00edlac\u00ed spole\u010dnosti p\u0159izp\u016fsobit sv\u00e9 strategie, jinak riskuj\u00ed ztr\u00e1tu z\u00e1kladn\u00edch zdroj\u016f p\u0159\u00edjm\u016f.\u201c<\/p>\n To znamen\u00e1, \u017ee se udr\u017e\u00ed jen takov\u00e9 stanice, kter\u00e9 nevsad\u00ed v\u0161echno na p\u0159\u00edjem z\u00a0reklamy, ale zajist\u00ed si p\u0159\u00edjm\u016f n\u011bkolik. Jeliko\u017e se lid\u00e9 st\u00e1le v\u00edce p\u0159esouvaj\u00ed na streamovac\u00ed platformy, je pochopiteln\u00e9, \u017ee firmy cht\u011bj\u00ed inzerovat pr\u00e1v\u011b tam. Jinak tomu nen\u00ed ani u n\u00e1s a klasick\u00e9 vys\u00edl\u00e1n\u00ed bojuje o ka\u017ed\u00e9ho div\u00e1ka. Z\u00e1rove\u0148 mus\u00ed hledat nov\u00e9 zdroje p\u0159\u00edjm\u016f, proto\u017ee postavit v\u0161echno jen na televizn\u00ed reklam\u011b je jako s\u00e1zka do loterie.<\/p>\n Zpr\u00e1va, kter\u00e1 nikoho nepot\u011b\u0161ila<\/p>\n V\u00a0rozhovoru pro Forbes pronesl majitel TV Barrandov v\u011btu o tom, \u017ee televize pravd\u011bpodobn\u011b skon\u010d\u00ed. Slova o vyp\u00edn\u00e1n\u00ed znamenaj\u00ed to, \u017ee televize vstoupila do konkurzu. Nen\u00ed to \u017e\u00e1dn\u00e1 nads\u00e1zka a situace je mnohem v\u00e1\u017en\u011bj\u0161\u00ed, ne\u017e se zd\u00e1lo. Televize se ocitla v\u00a0situaci, kdy nepom\u00e1h\u00e1 sni\u017eov\u00e1n\u00ed n\u00e1klad\u016f ani reorganizace. Ekonomika nehraje majiteli do karet a na tvorbu nov\u00fdch projekt\u016f nejsou prost\u0159edky.<\/p>\n Podle dostupn\u00fdch informac\u00ed jsou dluhy vy\u0161\u0161\u00ed ne\u017e jedna miliarda korun. P\u0159esto\u017ee veden\u00ed ud\u011blalo v\u0161echno pro z\u00e1chranu, n\u00e1klady byly st\u00e1le vy\u0161\u0161\u00ed ne\u017e p\u0159\u00edjmy a tu chv\u00edli u\u017e ne\u0161lo pokra\u010dovat. V\u011brn\u00ed div\u00e1ci si mohli v\u0161imnout, \u017ee televize vys\u00edl\u00e1 sp\u00ed\u0161e repr\u00edzy a m\u00e9n\u011b nov\u00fdch po\u0159ad\u016f. Jen\u017ee m\u00e1lokoho napadlo, jak velk\u00e9 probl\u00e9my stanice m\u00e1.<\/p>\n Medi\u00e1ln\u00ed d\u016fm, kter\u00fd nep\u0159e\u017eil<\/p>\n Navenek to vypadalo, \u017ee je v\u0161echno v\u00a0po\u0159\u00e1dku. Televize fungovala, program b\u011b\u017eel a nikde \u017e\u00e1dn\u00fd probl\u00e9m. Za oponou se ale stahovala mra\u010dna. Propou\u0161t\u011bn\u00ed, zm\u011bna veden\u00ed, \u00fabytek investor\u016f a tlak ze strany v\u011b\u0159itel\u016f, to v\u0161echno vedlo k\u00a0jasn\u00e9mu rozhodnut\u00ed. Jeliko\u017e se pot\u00fdk\u00e1me s\u00a0rostouc\u00edmi cenami energi\u00ed a sv\u011btovou kriz\u00ed, takov\u00fd stav by byl dlouhodob\u011b neudr\u017eiteln\u00fd.<\/p>\n B\u011bhem posledn\u00edch p\u00e1r m\u011bs\u00edc\u016f se televize st\u00e1hla. Nikde \u017e\u00e1dn\u00fd marketing a jako by se po n\u00ed slehla zem. Ze t\u0159\u00ed hlavn\u00edch kan\u00e1l\u016f<\/a> z\u016fstal jen jeden a vys\u00edlal ty nejlevn\u011bj\u0161\u00ed po\u0159ady. Z\u00e1rove\u0148 ani ty nem\u011bly jistou pozici. Jakmile tedy p\u0159i\u0161la zpr\u00e1va o konci, nebyl to \u017e\u00e1dn\u00fd marketingov\u00fd tah.<\/p>\n Co se bude d\u00edt d\u00e1l?<\/p>\n Nic nen\u00ed jist\u00e9, ale sc\u00e9n\u00e1\u0159\u016f je n\u011bkolik. V\u00a0nejlep\u0161\u00edm p\u0159\u00edpad\u011b by se objevil investor, jen\u017ee klasick\u00e9 vys\u00edl\u00e1n\u00ed u\u017e nen\u00ed takov\u00e9 terno jako d\u0159\u00edv. Dal\u0161\u00ed mo\u017enost\u00ed je \u00fapln\u00e9 p\u0159ekop\u00e1n\u00ed struktury, co\u017e nezaru\u010duje \u00fasp\u011bch<\/a>, jeliko\u017e p\u0159edchoz\u00ed pokusy selhaly. Posledn\u00ed mo\u017enost\u00ed je f\u00faze s\u00a0jinou televizn\u00ed skupinou, co\u017e je ale slo\u017eit\u00fd proces. V\u00a0nejhor\u0161\u00edm p\u0159\u00edpad\u011b televize skon\u010d\u00ed \u00fapln\u011b.<\/p>\n Televize, kterou zn\u00e1 ka\u017ed\u00fd. Od roku 2009 si vytvo\u0159ila silnou fanou\u0161kovskou z\u00e1kladnu, hlavn\u011b d\u00edky \u00e9\u0159e Jarom\u00edra Soukupa. Jen\u017ee doba se m\u011bn\u00ed a div\u00e1ci tak\u00e9. Streamovac\u00ed platformy jsou na vrcholu a klasick\u00e1 televize bez pevn\u00e9 strategie nem\u00e1 \u0161anci.<\/p>\n Zdroj: forbes.cz, ofcom.org.uk, bcg.com, mdpi.com<\/p>\n","protected":false},"excerpt":{"rendered":"7. 5. 2026 Kdy\u017e v rozhovoru zazn\u011bla tato v\u011bta, v\u0161ichni z\u016fstali v\u00a0\u0161oku. Majitel velmi zn\u00e1m\u00e9 \u010desk\u00e9 televizn\u00ed stanice…\n","protected":false},"author":2,"featured_media":79389,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[20399,737,648,79,21102,80],"class_list":{"0":"post-79388","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-zabava","8":"tag-barrandov","9":"tag-ceska-televize","10":"tag-dluhy","11":"tag-entertainment","12":"tag-televizni-stanice","13":"tag-zabava"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116538645157898469","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/79388","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=79388"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/79388\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/79389"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=79388"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=79388"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=79388"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\u017eena](\"https:\/\/www.europesays.com\/cz\/wp-content\/uploads\/2026\/05\/shutterstock_2692776715-1-1200x901.webp.webp\" "\\"shutterstock_2692776715")
Stanice si od za\u010d\u00e1tku vybudovala silnou fanou\u0161kovskou z\u00e1kladnu, ale nesta\u010dilo to. Zdroj: Shutterstock.<\/p>\n