Published: 08.02 Europe/London, June 14, 2011

The Czech Republic will see the launch of a new channel this Thursday (June 16) specifically targeting older viewers.

According to E15, the service, known as Harmonie TV will be aimed at a demographic aged 45-64 and 64+, contrasting with the 15-54 age group served by TV Nova and Prima TV, the country’s two leading commercial stations, and Prima Cool, a thematic service whose target audience is aged 14-40.

The older demographic is attractive to advertisers as the Czech Republic’s two million pensioners are estimated to spend a total around CZK20 billion (€827.3 million) a month.

Harmonie TV will launch in 23 cities, including Brno, Plzen, Ostrava and the capital, Prague. It will also be distributed by IPTV – agreements are already in place with the companies Planet A and SmartComp – and streamed over the internet.

The channel’s main source of income will be teleshopping blocks.

Harmonie TV has seven owners, including Jiri Heger, who also owns the teleshopping company Tena, and Martin Havrda, a co-owner of Planet A.