PRO TV’s Future Strategy: Innovation and High-Quality Local Content – Exclusive Interview with ALEKSANDRAS CESNAVICIUS, CEO PRO TV

In an exclusive interview with Revista CARIERE, we dive into the upcoming programming lineup for PRO TV in fall 2024 and the network’s content strategy for the coming years. Aleksandras Cesnavicius, CEO of PRO TV, shares insights into the station’s strategic decisions, revealing how the network plans to evolve in Romania’s fast-changing television landscape, stay ahead of the competition, and maintain its leadership position. Discover how PRO TV plans to stay relevant in a dynamic and competitive media landscape.

Fall Schedule and New Content Strategy for 2024 & 2025

This fall, you are offering viewers a mix of established shows and plenty of new formats. What can you tell us about the PRO TV fall lineup?

Our fall schedule is always a key moment in our annual strategy. We aim for a balanced mix between the audience’s favorite shows, like “Românii au Talent” (Romania’s Got Talent) and “Vocea României” (The Voice Romania), while introducing new formats to keep the grid fresh and engaging. In 2024 and 2025, we plan to continue surprising our audience with high-quality, diverse productions designed to capture a wide range of viewers.

What is the reasoning behind this content strategy? How do you evaluate the competition and audience needs when deciding the lineup?

Our content strategy is driven by a combination of thorough audience preference research and market analysis. We constantly monitor viewer behavior, study what works internationally, and identify which formats resonate locally. While competition plays a significant role in this analysis, our primary focus is always on the needs and preferences of our audience.

There is a growing appetite for reality shows, as recent ratings suggest. However, this fall you are betting on a cooking show. Why is that?

We’ve noticed an evolution in audience preferences, and cooking shows have a special appeal by combining entertainment with education. Formats like “MasterChef” offer a unique approach within the reality TV landscape, focusing on creativity and skill, which attracts a broad audience, including those passionate about gastronomy.

Market Trends

How would you describe the current television market in Romania?

The Romanian TV market is constantly evolving, yet it still has a strong base of viewers who appreciate high-quality local content. The challenges, especially from streaming platforms, are significant, but linear TV remains an essential part of media consumption habits in Romania.

How does it compare to other European markets? Do you believe Romanians will continue watching TV in the next 5–10 years?

The Romanian market has its specific traits, but we see a similar behavior to other European countries, where linear TV continues to remain relevant, especially due to local content. Television will still play an important role in the medium term, though it will adapt to new consumption models.

Many international players like Netflix, Max, SkyShowtime, Amazon Prime, and Disney+ have already entered the Romanian market. Why would Romanian viewers still need linear TV?

Linear TV remains a space where people can discover new shows, connect with live events, and feel a sense of community through shared scheduling. Moreover, locally produced content, which reflects Romanian culture, remains a strong point for television.

VOYO is the SVOD platform under the PRO Group umbrella. What is your development strategy for this platform in the coming years?

VOYO is an integral part of our digital ecosystem, and our strategy is to expand the original content offering, personalize user experiences, and grow our subscriber base. VOYO will play a key role in complementing linear TV with on-demand consumption.

Business Performance

How would you evaluate this year’s business performance—below expectations, above expectations?

We are pleased with this year’s performance, managing to maintain our leadership position and achieve solid financial results in line with our expectations. We’ve had a consistent audience and successfully launched several new productions.

Can you tell us about the top-performing shows this year?

“Românii au Talent” and “Vocea României” were undoubtedly the flagship shows in our lineup, attracting massive audiences. Additionally, new formats like “MasterChef” were well received by the public.

What are the business priorities for the coming years?

Our focus is on expanding digital content and integrating it with linear TV. Additionally, we aim to grow our original productions and deliver more local content tailored to changing audience preferences.