Prima COOL is a broad-based general entertainment channel targeting 20-40 year old viewers. The programming schedule of the male-skewed channel includes blockbuster movies, as well as a number of new shows and hit series never broadcast in the Czech Republic before. The channel also broadcasts English Premier League football.
Prima COOL was launched on 1 April 2009 as a complement to MTG’s existing channel Prima Family in the Czech Republic following the award of new digital licenses to FTV Prima as part of the ongoing digitalisation of the Czech TV market. Analogue terrestrial broadcasting is gradually being switched off, with the process due to be completed by the end of 2011.
Prima COOL is distributed via the digital terrestrial network, as well as through cable, satellite and IPTV networks.