The Czech broadcaster Prima has launched an upgraded red button that offers audiences an enhanced menu and an intuitive video archive.

According to Prima, viewers can now find HbbTV information about a programme currently being broadcast and watch that programme from the beginning; enter a programme page; create a custom programme; or enter “What to watch?” Just like iPrima.com, the new TV archive in HbbTV is user-friendly with simple graphics and offers easy access to video content.
Commenting on the launch, Daniel Grunt, director of new media at FTV Prima, said: “We wanted to create user-friendly control with fast access to video content in hybrid TV, and we wanted to unify HbbTV’s graphical and functional site and iPrima.com, under the iPrima brand, and we’re seeing an increase in viewership and video on HbbTV. In the last quarter of 2017, the number of videos being played increased by 73%.”

Prima notes that viewers can watch content without ads for CZK 59 (€2.32) per month.

If users activate it on iPrima.com, they can add their hybrid TV as another device where they will not see ads while watching Prima TV.