TV production and broadcasting

Telewizja Polsat is one of Poland’s two leading private television groups in terms of revenue and share in the TV advertising market. POLSAT, our flagship channel, is one of Poland’s leading channels in terms of audience share, and the market share of our thematic channels has been growing steadily.

Our portfolio comprises 34 channels including our flagship channel POLSAT available in SD and HD formats, and 33 thematic channels. Moreover, there is a group of 7 cooperating channels which are related with Polsat Group either by capital links or joint broadcasting projects.

We have also established one of Poland’s leading advertising sales houses – Polsat Media Biuro Reklamy, which sells advertising airtime.

Market environment

The Polish TV broadcasting market consists of state‑owned and private commercial broadcasters airing both at the regional and national levels. A significant number of stations are offered through paid channels, such as cable networks and DTH platforms.

TV broadcasting in Poland started in the 1950s by the state‑owned TV broadcaster TVP, which was the sole Polish TV broadcaster until 1992. Following political changes the Polish TV market was opened to private commercial broadcasters in 1992, the number of TV channels has increased substantially. On July 23, 2013, the process of implementing digital terrestrial television (DTT – Digital Terrestrial Television) had ended. Currently, DTT offers free access to 28 channels and the outreach of the multiplexes exceeds 99% of Poland’s population.

The Polish TV broadcasting market is supervised by the National Broadcasting Council (the KRRiT) which grants broadcasting licenses and supervises the operations of Polish TV broadcasters (such as checking compliance with license terms for specific channels).

Polish TV advertising market

According to the estimates of Zenith media house, in 2018 Poland was the third largest advertising market in Central-Eastern Europe (after Russia and Turkey) with a total net advertising expenditure of PLN 7.4 billion (after discounts or rebates) and a growth rate of almost 5.4% compared to 2017. The value of TV advertising amounted to almost PLN 3.8 billion and increased by 5.5% as compared to 2017.

In 2018, TV was the dominant advertising medium in Poland with 51% share in the total advertising expenditure. According to Zenith forecasts, this share is expected to remain stable in upcoming years with a slight downward tendency. The increase of the share of Internet as an advertising medium does not influence television’s position in a substantial way, due to the decline of advertising expenditures in printed media.

Advertising expenditure by medium from 2011 to 2018

The Polish TV ad market is characterized by a high level of TV consumption. In 2018, the average daily TV viewing time among the surveyed population remained at a very high level, estimated at 257 minutes. Considering such a high average TV viewing time, it is justified to assume that the TV market will continue to be an attractive communications platform for advertisers.

Key TV stations

The Polish TV market remains dominated by the four largest terrestrial channels: TVP1, TVP2, TVN and POLSAT, which collectively had 37.2% of the aggregate audience share in the commercial group in 2018. In 2018, further significant fragmentation of the TV market was observed. The importance of smaller broadcasters available on the multiplexes was growing, mainly at the expense of the abovementioned four largest TV channels available earlier in analogue terrestrial television.

In 2018, our main channel POLSAT had an all-day audience share of 11.4%. Average annual technical coverage was 100%. Our thematic channels had a 12.9% combined audience share. The Group’s main channel POLSAT available on MUX-2, competes with nationwide channels: TVN, TVP1, TVP2 and smaller channels available on digital terrestrial television.

In 2018, POLSAT’s main competitor, TVN achieved a 12.2% all-day audience share and had 100% average annual technical coverage. Discovery Group’s thematic channels achieved a 14.9% combined all-day audience share in 2017.

TVP Group broadcasts 12 channels, including TVP1 and TVP2, and is one of the main players on the Polish TV advertising market. In 2018, the main channels of TVP Group had 6.7% (TVP1) and 6.9% (TVP2) all-day audience shares. The technical reach of both channels reaches 99.9% of TV households in Poland. TVP’s thematic channels had 7.9% audience share.

Digital terrestrial TV (DTT)

Poland finished the conversion from analogue terrestrial broadcasting TV to DTT based on the Digital Video Broadcasting – Terrestrial (DVB-T) standard on July 23, 2013. The switch to digital broadcasting allowed to increase the number of broadcast channels, improve picture and sound quality and eliminated the interference that accompanied analogue broadcasting. Digital TV systems use an electronic program guide, which enables viewers to compile their own sets of favorite programs and exercise parental control. Digital TV systems also allowed broadcasters to offer new multimedia services such as adding additional soundtracks for individual channels (e.g. additional narration for the visually impaired – audio description, or the original soundtrack) or the possibility to add subtitles for people with hearing disabilities. Digital terrestrial television provides users with a new function of automatic recording of programs (PVR).

Currently, digital television is offered in Poland within four free multiplexes and one pay multiplex dedicated for TV reception on mobile devices. It is expected that the process of digitalization in Poland may involve six multiplexes.

Offer

Channel portfolio

Our portfolio comprises 34 channels including our flagship POLSAT available in SD and HD formats, and 33 thematic channels competing in different market segments (including sports, women’s interest, men’s interest, and news channels). The channels are distributed over cable and satellite as well as terrestrial networks, with the latter group comprising four MUX-2 channels.

Free-to-air channels

POLSAT

POLSAT

POLSAT, our main channel, is the number one channel in Poland in terms of audience share in the commercial group (all, ages 16-49), with an audience share of 13.23% in 2016. The channel broadcasts 24 hours a day, seven days a week. The channel is available on the digital terrestrial television on the second multiplex (MUX-2). Apart from terrestrial broadcasting, POLSAT is also provided in SD and HD by all major Polish cable TV operators as well as DTH platforms. POLSAT airs a broad variety of movies, Polish and foreign series as well as talent shows realized based on license agreements. Sports offer has also an important place in our programming. The channel is broadcast in SD and HD format.

Signal distribution: DTT/cable/satellite
Household coverage(1): 99.9%
Audience share (SHR%): 13.2%
www: http://www.polsat.pl

Super Polsat

Super PolsatOffers entertainment and news programs, films, series and live sports. It is available in DTT (MUX-2) technology.

Signal distribution: DTT/cable/satellite
www:http://www.polsat.pl/program-tv/#super-polsat

TV4

TV4Programming offer includes films, series and intelligent entertainment. It is available in DTT (MUX-2) technology. The channel is broadcast in SD and HD format.

Signal distribution: DTT/cable/satellite
Household coverage(1): 99.8%
Audience share (SHR%): 3.7%
www: http://tv4.pl

TV6

TV6Offers drama series, animated movies, soap operas, reality shows and television quiz shows. It is available in DTT (MUX-2) technology.

Signal distribution: DTT/cable/satellite
Household coverage(1): 94.6%
Audience share (SHR%): 1.7%
www: http://tv6.com.pl

 

Pay-to-view channels

Polsat Sport 

Polsat Sport HDThe first sport channel in the Group’s offer. It airs sports events and thematic programs. The most important sports are: volleyball (World Championships, World League, World Grand Prix, Plus League, Orlen League), athletics (e.g. Diamond League), football, qualifying competition for UEFA Euro 2016, handball, world class boxing and MMA (Mixed Martial Arts) and KSW (Martial Arts Confrontation) contests. The channel is broadcast in SD and HD format.

Signal distribution: cable/satellite
Household coverage(1): 48.2%
Audience share (SHR%): 0.4%
www: http://www.polsatsport.pl

Polsat Sport Extra

Polsat Sport Extra HDPremium sport events, primarily the largest international tennis tournaments such as Wimbledon and handball Champions League. The channel is broadcast in SD and HD format.

Signal distribution: cable/satellite
Household coverage(1): 35.9%
Audience share (SHR%): 0.1%
www: http://www.polsatsport.pl/Program-telewizyjny/index.html   

Polsat Sport Fight 

Polsat Sport Fight HDPremium sChannel dedicated to martial arts, broadcasting, among others, HBO professional boxing galas, TOP Rank, Showtime, Matchroom and mixed martial arts KSW, MMA Attack, as well as coverages of Polsat Boxing Night. The channel is broadcast in HD format.

Signal distribution: cable/satellite
Household coverage(1): 10.2%
www: http://www.polsat.pl/program-tv/#sport_fight 

Polsat Sport News

Polsat Sport News HDThe programming includes sport news, sport events transmissions and journalistic materials. The number two sports channel in 2016 in the “Men Aged 16-44” segment. Channel broadcast since May 2011, audience share data available since November 2012. Until January 1, 2017 it was broadcast in DTT, as of January 2, 2017 available in HD standard only in cable and satellite networks. 

Signal distribution: cable/satellite
Household coverage(1): 94.8%
Audience share (SHR%): 0.4%
www:http://www.polsatsport.pl/Program-telewizyjny/index.html 

Polsat Film

Polsat Film HDWide offer of movies. Hit movies, top box-office productions and non-mainstream movies. The offer based to a large extent on productions of Sony Pictures Television International and 20th Century Fox TV. The channel is broadcast in SD and HD format.

Signal distribution: cable/satellite
Household coverage(1): 51.4%
Audience share (SHR%): 0.8%
www: http://www.polsatfilm.pl

Polsat Café

Polsat CaféLifestyle, fashion, health and beauty, cooking. The offer includes own productions as well as foreign editions of various shows. The channel is broadcast in HD format.



Signal distribution: cable/satellite
Household coverage(1): 55.1%
Audience share (SHR%): 0.4%
www: http://www.polsatcafe.pl

Polsat Play

Polsat PlayMale hobbies, including fishing, automotive industry, documentary and guide series, lifestyle and trendy consumer gadgets. The channel is broadcast in HD format.

Signal distribution: cable/satellite
Household coverage(1): 49.0%
Audience share (SHR%): 0.7%
www: http://www.polsatplay.pl

Polsat1

Polsat1Latest Polish series produced by Polsat, hit productions selected from the programming libraries of Polsat, TV4, Polsat Cafe and Polsat Play.

Signal distribution: cable/satellite

Polsat2 

Polsat2 HDReruns of programs that premiered on our other channels. The channel is broadcast in HD format.

Signal distribution: cable/satellite
Household coverage(1): 63.1%
Audience share (SHR%): 1.4%
www: http://www.polsat2.com.pl

Polsat News 

Polsat News HD24-hour news channel mainly broadcasting live and covering primarily news from Poland and key international events. Polsat News HD is a channel broadcasting the Polsat News’ content in HD standard.

Signal distribution: cable/satellite
Household coverage(1): 55.8%
Audience share (SHR%): 0.8%
www: http://www.polsat.pl/Program_TV,2848/index.html#news

Polsat Doku 

Polsat Doku HDDocumentary channel, offers historical and science programs addressed to viewers who are interested in the problems of today’s world, travel and nature. The channel is broadcast in HD format

Signal distribution: cable/satellite
www: http://www.polsat.pl/program-tv/#polsat-doku

CI Polsat

CI PolsatCriminal programs based on true stories. Documentaries presenting the work of police, detectives and criminal laboratories.

Signal distribution: cable/satellite
Household coverage(1): 39.3%
Audience share (SHR%): 0.1%
www: http://www.crimeinvestigation.pl

Polsat News 2

Polsat News 2The latest news on the economy and financial markets.

Signal distribution: cable/satellite
Household coverage(1): 56.0%
Audience share (SHR%): 0.1%
www: http://www.polsat.pl/Program_TV,2848/index.html#news

Polsat Jim Jam

Polsat Jim JamEntertainment for children. It is a joint project of Telewizja Polsat and Chello Zone.

Signal distribution: cable/satellite
Household coverage(1): 44.5%
Audience share (SHR%): 0.2%
www: http://www.pl.jimjam.tv

Polsat Viasat Explore

Polsat Viasat ExploreChannel dedicated to men, it offers programs featuring extreme jobs, sports, journeys to places that are hard to reach. The channel is a joint project with Viasat Broadcasting. The channel is broadcast in SD and HD format.


Signal distribution: satellite
Household coverage(1): 27.2%
Audience share (SHR%): 0.1%
www: http://viasatexplore.pl

Polsat Viasat Nature

Polsat Viasat NatureOffers nature programs for the entire family. The channel is a joint project with Viasat Broadcasting.

Signal distribution: satellite
Household coverage(1): 36.5%
Audience share (SHR%): 0.03%
www: http://viasatnature.pl

Polsat Viasat History

Polsat Viasat HistoryOffers various programs presenting the history of different times. The channel is a joint project with Viasat Broadcasting. The channel is broadcast in SD and HD format. 


Signal distribution: satellite
Household coverage(1): 43.6%
Audience share (SHR%): 0.1%
www: http://viasathistory.pl

Polsat Romans

Polsat RomansChannel dedicated to women, broadcasts both Polish and foreign drama films and series.

Signal distribution: cable/satellite
Household coverage(1): 46.4%
Audience share (SHR%): 0.2%
www: http://www.polsat.pl/Program_TV,2848/index.html#romans

Disco Polo Music

Disco Polo MusicChannel presents disco polo, dance and festive music.



Signal distribution: cable/satellite.
Household coverage(1): 46.2% 
Audience share (SHR%): 0.3% 
www: http://www.discopolomusic.pl 

MUZO.TV

MUZO.TVEntertainment channel dedicated to pop and rock music.



Signal distribution: cable/satellite.
Household coverage(1): 40.8% 
Audience share (SHR%): 0.03% 
www: http://www.muzo.tv 

Source: NAM, All day ages 16-49 audience share, 2016
Note:(1) NAM, percentage of TV households able to receive a given channel; arithmetical average of monthly technical reach for the year ended December 31, 2015

Advertising and sponsorship

Telewizja Polsat use two forms of sales of advertising time: GRP sales and monthly rate-card sales.

GRP sales are based on audience ratings and a specified price per rating point delivered. The valuation of the service is based on fixed price of one rating point.

Rate-card sales are based on a broadcaster’s official rate-card for individual advertising breaks. Customers purchase specific advertising breaks at a price determined by the given rate-card.

GRP prices for specific months and rate-card discounts applied as well as annual minimum purchase commitments are set out in annual contracts negotiated with media agencies and customers. Pricing and discounts depend on the level of the annual minimum purchase commitment.

Sponsor projects are sold throughout the year (usually sold on the basis of a project created together with a client). Prices and discount conditions are negotiated individually for each customer and each sponsor campaign.

The sales of all advertising formats on Telewizja Polsat’s channels are handled by the Polsat Media advertising sales house, a Group company.

See also: www.polsatmedia.pl

Technology and infrastructure

Broadcasting of TV channels

We broadcast TV channels through digital terrestrial television, cable TV and digital satellite platforms. Certain channels are available as online streams, although this type of distribution only begins to take real part in reaching viewers through a connected TV or a computer.

POLSAT, our main channel, and the channels Super Polsat, TV4 and TV6 are broadcast via a nation-wide network of digital terrestrial transmitters within the MUX-2 and on local multiplexes and MUX-TVS. Polsat Group’s new channels Eska TV and Polo TV are available on MUX-1 while the channel Eska TV Extra is broadcast on local multiplexes MUX-L1, MUX-L2 (TVT), MUX-L3 (NTL), MUX-L4 and additionally on a trail multiplex in Łódź. The remaining channels of Telewizja POLSAT are broadcast via digital satellite platforms, cable TV networks and IPTV distributors.

We have an agreement with Eutelsat S.A. in place for the use of satellite transponders, enabling us to broadcast over digital satellite platforms.

Technology and infrastructure

As the leading commercial broadcaster and producer of TV content, TV Polsat uses state-of-the-art technologies and relies on latest equipment. The main picture format is the High Definition 1080i50 standard. Since 2013 production and broadcasting has been based on electronic circulation of materials, which effectively speeds up and simplifies editing and transfer of materials, as compared to materials recorded on tape and concurrently offers additional possibilities of exploitation of the materials, such as VOD or on mobile devices.

Last updated 07/11/2019