Prima Sport TV channel launches in the Czech Republic, reaches some Slovak viewers

The media group Prima has launched a dedicated sports channel, Prima Sport, on the Czech market. The channel’s first broadcast was scheduled for 4 August, featuring the football match between AC Sparta Prague and Olympique Lyonnais, with regular programming to begin on 17 August. Magenta TV, T‑Mobile’s pay‑TV service, activated a program slot for Prima Sport and opened advertising inventory to sponsors.

The channel is intended primarily for Czech viewers and is not part of standard Slovak pay‑TV packages. However, Slovak audiences in western and northern border regions that receive Czech terrestrial multiplex 24 can receive the channel via antenna. The launch follows an agreement with Perinvest Group and builds on the former Sporty TV platform, which ceased operations. Prima’s general director Lukáš Kubát highlighted the aim of expanding live sports coverage and original content.