Pro TV: 'We reinvent the way Romanians watch TV'

In 2015, it reached in prime time an annual average audience share of 23.9% and 9.1 rating points, a considerable distance from the main competitor in second place with only 14% and 5.3 rating points. 
The last year lineup introduced new productions that won top positions in viewer’s preference, and set new audience records. The channel has always been a trendsetter and an innovator in the local market as we continuingly strive to give our viewers more of what they enjoy.

In addition to this, Pro TV is one of the most powerful brands in Romania, with a spontaneous awareness of 83.3% (2015), significantly leading other relevant media competition, which ranked only 64.3%. Also, it had 40% top of mind, three times higher than the next TV station mentioned. Last year, it won for the 10th consecutive year the Reader's Digest “Most Trusted Brand” in TV category.

Aleksandras Cesnavicius, CEO: ‘Entertainment is the leading genre. Blockbusters and movie premiers on TV, as well as sport competitions and news programs are also preferred by the audience and bring high ratings. The biggest trend in 2015 was the introduction of the strip schedule in prime time and also a focus on reality entertainment’.

‘Pro TV managed to reinvent the way Romanians watch TV, proving that horizontal scheduling can be successful. With shows as I’m A Celebrity, Get Me Out of Here! and The Farm, we captivated audiences, increasing the loyalty of our viewers and expanding our demographic pool’, he adds.

Pro TV is investing more and more in local productions, having a balanced programming grid together with foreign content. ‘I strongly believe that productions are the brand differentiating elements and, for me, the power of the Pro TV brand is extremely important. We produce local versions of international talent show (Got Talent, The Voice), real life cooking competitions (MasterChef, Bake Off) and reality shows (Survivor, Extreme Makeover: Home Edition)’.

One of the channel’s biggest drivers has been Got Talent, an outstanding rating success for six consecutive seasons, averaging 45.6% audience share (Spring 2015). The Voice will commence its sixth season this autumn, and it will also produce The Voice Kids, as well as Survivor, which launched the reality show genre in TV.

Cesnavicius remarks: ‘Local scripted series bring audience leadership, too: Las Fierbinti, an authentic comedy series, has been running for 9 seasons and in 2016 we introduced a new series, Atletico Textila’.

‘Sports have always been an important pillar of our content strategy, and we are a reliable broadcasting partner for important football competitions such as Europe League and UEFA Champions League, or Romania’s National team games and Romanian competitions. For the first time, we will broadcast the European Football Championship, broadcasting UEFA EURO 2016 nationwide’.

‘The trust and loyalty of our viewers represent the driver of our success. Pro TV’s strategic initiative is to increase the leadership gap between the competition and us. All our productions and shows are supported by our strong digital presence, including websites, microsites, social media platforms, and also two very important platforms: PRO TV Plus, our catch-up service, and Voyo, our SVOD service’.

Cesnavicius concludes: ‘We are integrating digital platforms in on-air content and this successfully drives young audiences from on-line to free TV. For us, the digital engagement with our viewers is highly important in driving brand affinity, which positively influences the linear TV results. Content cross-promotion, exclusive previews, relevant information sharing, second screen applications and special digital campaigns are therefore an important pillar in the communication mix’.