{"id":85682,"date":"2026-05-14T16:03:14","date_gmt":"2026-05-14T16:03:14","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/85682\/"},"modified":"2026-05-14T16:03:14","modified_gmt":"2026-05-14T16:03:14","slug":"praha-chce-dat-100-milionu-za-propagaci-projektu-vltavske-filharmonie","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/85682\/","title":{"rendered":"Praha chce d\u00e1t 100\u00a0milion\u016f za propagaci projektu Vltavsk\u00e9 filharmonie"},"content":{"rendered":"

M\u00e1 to b\u00fdt \u201eprojekt stolet\u00ed\u201c, kter\u00fd se p\u0159irovn\u00e1v\u00e1 ke stavb\u011b N\u00e1rodn\u00edho divadla. Nov\u00e1 budova filharmonie, kter\u00e1 m\u00e1 za \u0161est let vyr\u016fst v\u00a0Praze u\u00a0stanice metra Vltavsk\u00e1, m\u00e1 st\u00e1t bezm\u00e1la 12\u00a0miliard korun bez DPH. Na dal\u0161\u00edch zhruba p\u011bt\u00a0miliard p\u0159ijdou \u00fapravy okol\u00ed. <\/p>\n

Pl\u00e1n m\u00e1 ale i\u00a0kritiky. Nel\u00edb\u00ed se jim t\u0159eba, \u017ee cena z\u00a0p\u016fvodn\u00edch odhad\u016f kolem p\u011bti\u00a0miliard korun zna\u010dn\u011b nabobtnala, kritizuj\u00ed dopravn\u00ed \u0159e\u0161en\u00ed a\u00a0z\u00e1sahy do okol\u00ed a\u00a0n\u011bkte\u0159\u00ed se zam\u00fd\u0161lej\u00ed i\u00a0nad t\u00edm, zda Praha skute\u010dn\u011b pot\u0159ebuje nov\u00fd koncertn\u00ed s\u00e1l.<\/p>\n

Pr\u00e1v\u011b tyto hlasy by m\u011bla p\u0159ehlu\u0161it komunika\u010dn\u00ed kampa\u0148 za des\u00edtky milion\u016f korun, kterou si m\u011bsto prost\u0159ednictv\u00edm p\u0159\u00edsp\u011bvkov\u00e9 organizace Pra\u017esk\u00e1 developersk\u00e1 spole\u010dnost a\u00a0Nada\u010dn\u00edho fondu Vltavsk\u00e1 filharmonie objednalo. Jak stoj\u00ed v\u00a0nachystan\u00e9 r\u00e1mcov\u00e9 smlouv\u011b, hlavn\u00edm \u00fa\u010delem je \u201ebudov\u00e1n\u00ed image projektu a\u00a0zlep\u0161ov\u00e1n\u00ed ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed ve prosp\u011bch projektu\u201c.<\/p>\n

\u201eTo pova\u017eujeme za d\u016fle\u017eit\u00e9 po celou dobu p\u0159\u00edpravy i\u00a0realizace projektu. Profesion\u00e1ln\u00ed komunikace je nezbytn\u00e1 tak\u00e9 pro Nada\u010dn\u00ed fond Vltavsk\u00e9 filharmonie, jeho\u017e \u00fakolem je z\u00edsk\u00e1v\u00e1n\u00ed finan\u010dn\u00edch prost\u0159edk\u016f od d\u00e1rc\u016f,\u201c uvedla za t\u00fdm projektu Vltavsk\u00e1 filharmonie Praha PR mana\u017eerka Eli\u0161ka Markov\u00e1.<\/p>\n

Tendr na komunika\u010dn\u00ed slu\u017eby byl vyps\u00e1n za\u010d\u00e1tkem dubna a\u00a0nab\u00eddky mohli z\u00e1jemci pos\u00edlat do tohoto pond\u011bl\u00ed. Jde o\u00a0zak\u00e1zku na \u010dty\u0159i roky s\u00a0mo\u017enost\u00ed \u010derp\u00e1n\u00ed a\u017e 104\u00a0milion\u016f korun, v\u010detn\u011b opce, bez DPH. S\u00a0DPH to tedy d\u011bl\u00e1 kolem 125\u00a0milion\u016f. V\u00edt\u011bz by m\u011bl b\u00fdt schopen dodat marketingov\u00e9, public relations a\u00a0public affairs slu\u017eby. <\/p>\n

\u201eTato v\u00fdzva je za m\u011b \u00fapln\u00e1 nehor\u00e1znost,\u201c komentuje tendr pro Seznam Zpr\u00e1vy opozi\u010dn\u00ed zastupitel Ond\u0159ej Prokop (ANO). <\/p>\n

Influence\u0159i za dva\u00a0miliony<\/p>\n

Propagaci filharmonie m\u00e1 budouc\u00ed v\u00edt\u011bz dod\u00e1vat Pra\u017esk\u00e9 developersk\u00e9 spole\u010dnosti i\u00a0Nada\u010dn\u00edmu fondu Vltavsk\u00e9 filharmonie podle jejich aktu\u00e1ln\u00edch pot\u0159eb. Platit to budou ze sv\u00fdch rozpo\u010dt\u016f. \u010cty\u0159let\u00e1 lh\u016fta kontraktu je podle z\u00e1kona nejdel\u0161\u00ed mo\u017en\u00e1. Nen\u00ed tedy vylou\u010den\u00e9 ani to, \u017ee Praha bude cht\u00edt v\u00a0propagaci stejn\u00fdm zp\u016fsobem pokra\u010dovat i\u00a0pot\u00e9. <\/p>\n

Projektov\u00fd t\u00fdm cenu h\u00e1j\u00ed t\u00edm, \u017ee vych\u00e1z\u00ed \u201ez odhadu maxim\u00e1ln\u00edho rozsahu slu\u017eeb v\u00a0dlouhodob\u00e9m horizontu\u201c. <\/p>\n

\u201eP\u0159i jej\u00edm stanoven\u00ed jsme vych\u00e1zeli z\u00a0informac\u00ed z\u00edskan\u00fdch v\u00a0r\u00e1mci p\u0159edb\u011b\u017en\u00e9 tr\u017en\u00ed konzultace a\u00a0z odhadu kapacit jednotliv\u00fdch odborn\u00fdch rol\u00ed, kter\u00e9 se na zaji\u0161t\u011bn\u00ed komunikace projektu budou pod\u00edlet. Zad\u00e1n\u00ed jsme z\u00e1rove\u0148 konzultovali s\u00a0odbornou ve\u0159ejnost\u00ed, v\u010detn\u011b Asociace komunika\u010dn\u00edch agentur,\u201c popsala Eli\u0161ka Markov\u00e1. Mezi konzultanty byly t\u0159i velk\u00e9 agentury – Svencom, AMI Communications a\u00a0PRAM Consulting.<\/p>\n

<\/a><\/p>\n

Pr\u00e1v\u011b cena pak bude jedn\u00edm z\u00a0hlavn\u00edch krit\u00e9ri\u00ed pro v\u00edt\u011bznou nab\u00eddku. Mezi dokumenty p\u0159ilo\u017een\u00fdmi k\u00a0ve\u0159ejn\u00e9 sout\u011b\u017ei je i \u201emodelov\u00fd p\u0159\u00edklad\u201c kalkulace. Z\u00e1jemci maj\u00ed v\u00a0tabulce vyplnit hodinov\u00e9 sazby. \u010c\u00e1st je u\u017e p\u0159edepsan\u00e1 – po\u010d\u00edt\u00e1 s\u00a0t\u00edm, \u017ee nap\u0159\u00edklad za honor\u00e1\u0159e influencer\u016fm a\u00a0ambasador\u016fm – tedy zn\u00e1m\u00fdm osobnostem, kter\u00e9 by stavbu filharmonie propagovaly, se po\u010d\u00edt\u00e1 s\u00a0\u010d\u00e1stkou 1\u00a0950\u00a0000\u00a0korun. <\/p>\n

Projekt spad\u00e1 pod n\u00e1m\u011bstka prim\u00e1tora za hnut\u00ed STAN Petra Hlav\u00e1\u010dka. Ten ve vyj\u00e1d\u0159en\u00ed pro Seznam Zpr\u00e1vy nazna\u010dil, \u017ee nen\u00ed jist\u00e9, zda m\u011bsto za\u010dne slu\u017eby na zaji\u0161t\u011bn\u00ed komunikace \u010derpat hned po podpisu smlouvy. <\/p>\n

\u201eD\u011bl\u00e1me toto v\u00fdb\u011brov\u00e9 \u0159\u00edzen\u00ed v\u010das, abychom mohli hned reagovat na stavebn\u00ed povolen\u00ed. V\u00fdb\u011brov\u00e9 \u0159\u00edzen\u00ed a\u00a0podpis smlouvy s\u00a0dodavatelem v\u0161ak nezavazuje k\u00a0okam\u017eit\u00e9mu pln\u011bn\u00ed a\u00a0\u010derp\u00e1 se dle pot\u0159eby postupn\u011b,\u201c tvrd\u00ed Hlav\u00e1\u010dek. Z\u00e1rove\u0148 zd\u016fraz\u0148uje, \u017ee jde o \u201enejv\u00fdznamn\u011bj\u0161\u00ed kulturn\u00ed projekt v\u00a0\u010cesk\u00e9 republice i\u00a0v evropsk\u00e9m v\u00fdznamu\u201c, a\u00a0proto jeho komunikace \u201evy\u017eaduje maxim\u00e1ln\u00ed profesionalitu\u201c.<\/p>\n

Opozice: Zru\u0161te tendr<\/p>\n

\u00dapln\u011b jinak to ale vid\u00ed opozi\u010dn\u00ed zastupitel\u00e9. Ond\u0159ej Prokop z\u00a0hnut\u00ed ANO ozna\u010dil zak\u00e1zku za \u201erozhazov\u00e1n\u00ed pen\u011bz\u201c. Podle n\u011bj se takov\u00e9 \u010d\u00e1stky ned\u00e1vaj\u00ed ani na o\u010dkovac\u00ed kampan\u011b nebo dopravn\u00ed bezpe\u010dnost, co\u017e jsou t\u00e9mata, kter\u00e1 je lidem d\u016fle\u017eit\u00e9 vysv\u011btlovat.<\/p>\n

\u201eNa p\u0159\u00ed\u0161t\u00ed zastupitelstvo chyst\u00e1me podn\u011bt na Radu hlavn\u00edho m\u011bsta a\u00a0v\u00fdzvu pro koali\u010dn\u00ed politiky, a\u0165 tento nesmysln\u00fd tendr okam\u017eit\u011b zru\u0161\u00ed,\u201c prohla\u0161uje Prokop.<\/p>\n

Zastupitelka Hana Kordov\u00e1 Marvanov\u00e1 mluv\u00ed o\u00a0tom, \u017ee tendr je v\u00a0tuto chv\u00edli absolutn\u011b \u201ened\u016fvodn\u00fd\u201c. <\/p>\n

\u201eV\u017edy\u0165 se ta stavba teprve chyst\u00e1,\u201c podivuje se b\u00fdval\u00e1 magistr\u00e1tn\u00ed radn\u00ed a\u00a0dod\u00e1v\u00e1: \u201ePokud jde o\u00a0informov\u00e1n\u00ed, jak se to chyst\u00e1, tak magistr\u00e1t m\u00e1 PR odd\u011blen\u00ed a\u00a0odbor komunikace.\u201c<\/p>\n

<\/a><\/p>\n

P\u0159edseda opozi\u010dn\u00edho klubu Praha sob\u011b Adam Scheinherr si mysl\u00ed, \u017ee tendr ud\u011bl\u00e1 Vltavsk\u00e9 filharmonii akor\u00e1t \u201emedv\u011bd\u00ed slu\u017ebu\u201c. P\u0159ipom\u00edn\u00e1, \u017ee podobn\u00fd \u201emegalomansk\u00fd projekt\u201c Praha u\u017e za\u017eila za prim\u00e1tora Pavla B\u00e9ma, kter\u00fd cht\u011bl, aby se metropole stala hostitelem letn\u00edch olympijsk\u00fdch her. Nakonec neusp\u011bla, p\u0159esto projekt st\u00e1l vy\u0161\u0161\u00ed des\u00edtky milion\u016f korun. <\/p>\n

\u201eFilharmonie pot\u0159ebuje dot\u00e1hnout v\u0161echna povolen\u00ed a\u00a0hlavn\u011b kone\u010dn\u011b dojednat, jak ji m\u011bsto zaplat\u00ed, ne d\u011blat politik\u016fm kampa\u0148 za ve\u0159ejn\u00e9 pen\u00edze,\u201c mysl\u00ed si Scheinherr, kter\u00fd upozor\u0148uje i\u00a0na to, \u017ee ob\u0159\u00ed zak\u00e1zka na PR slu\u017eby p\u0159ich\u00e1z\u00ed jen p\u011bt m\u011bs\u00edc\u016f p\u0159ed volbami.<\/p>\n

Jakuba Mich\u00e1lka (Pir\u00e1ti), kter\u00fd je \u010dlenem dozor\u010d\u00ed rady Nada\u010dn\u00edho fondu Vltavsk\u00e9 filharmonie, stomilionov\u00fd tendr \u201ep\u0159ekvapil\u201c. Tvrd\u00ed, \u017ee rada dostala informaci o\u00a0tom, \u017ee fond pot\u0159ebuje komunika\u010dn\u00ed podporu, ale kolik to bude st\u00e1t, nev\u011bd\u011bla.<\/p>\n

\u201eJe to v\u011bc, kterou je pot\u0159eba, aby veden\u00ed fondu vysv\u011btlilo, proto\u017ee samoz\u0159ejm\u011b c\u00edlem fondu je z\u00edskat prost\u0159edky pro v\u00fdstavbu Vltavsk\u00e9 filharmonie a\u00a0toto je zna\u010dn\u00fd n\u00e1klad,\u201c uvedl Mich\u00e1lek. <\/p>\n

Vltavsk\u00e1 filharmonie by se podle pl\u00e1n\u016f m\u011bla za\u010d\u00edt stav\u011bt p\u0159\u00ed\u0161t\u00ed rok. V\u00a0modern\u00ed budov\u011b, kterou navrhlo d\u00e1nsk\u00e9 architektonick\u00e9 studio Bjarke Ingels Group, m\u00e1 b\u00fdt nejen koncertn\u00ed s\u00e1l pro 1800\u00a0n\u00e1v\u0161t\u011bvn\u00edk\u016f, ale i\u00a0dal\u0161\u00ed men\u0161\u00ed s\u00e1ly, zkou\u0161kov\u00e9 prostory, studovny nebo restaurace a\u00a0kav\u00e1rny. M\u00e1 to b\u00fdt nov\u00e9 kulturn\u00ed centrum metropole. <\/p>\n

Praha ale zat\u00edm nem\u00e1 zaji\u0161t\u011bn\u00e9 pot\u0159ebn\u00e9 miliardy korun na stavbu. Na jej\u00edm financov\u00e1n\u00ed by se m\u011bl pod\u00edlet st\u00e1t – vl\u00e1da to sl\u00edbila v\u00a0programov\u00e9m prohl\u00e1\u0161en\u00ed, \u017e\u00e1dn\u00e1 konkr\u00e9tn\u00ed smlouva ale zat\u00edm nen\u00ed. Pra\u017esk\u00e1 radnice po\u010d\u00edt\u00e1 i\u00a0s t\u00edm, \u017ee z\u00edsk\u00e1 pen\u00edze od soukrom\u00fdch d\u00e1rc\u016f. Pr\u00e1v\u011b proto zalo\u017eila Nada\u010dn\u00ed fond Vltavsk\u00e9 filharmonie, kter\u00fd m\u00e1 pen\u00edze sh\u00e1n\u011bt. <\/p>\n","protected":false},"excerpt":{"rendered":"M\u00e1 to b\u00fdt \u201eprojekt stolet\u00ed\u201c, kter\u00fd se p\u0159irovn\u00e1v\u00e1 ke stavb\u011b N\u00e1rodn\u00edho divadla. Nov\u00e1 budova filharmonie, kter\u00e1 m\u00e1 za…\n","protected":false},"author":2,"featured_media":85683,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[43,42,41,40,8213,2408,476,26819,17681],"class_list":{"0":"post-85682","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cesko","8":"tag-ceska-republika","9":"tag-cesko","10":"tag-czech-republic","11":"tag-czechia","12":"tag-komunikace","13":"tag-magistrat-hlavniho-mesta-prahy","14":"tag-projekt","15":"tag-propagace","16":"tag-vltavska-filharmonie"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116573779061685561","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/85682","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=85682"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/85682\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/85683"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=85682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=85682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=85682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}