Markets

TV, radio and DOOH advertising automation for the Czech Republic

OpenMediaLogic can be deployed for Czech television groups, sales houses, radio groups, out-of-home operators and agencies. It is not live in the Czech Republic today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what a Czech deployment would involve, in the Czech market's own terms, so that a reader can judge the fit before a conversation rather than after.

How the Czech Republic trades, and what the platform connects to

Television is measured by the ATO — the Association of Television Organisations — whose cross-platform project is run by Nielsen and covers both peoplemeter viewing on the television set and video watched on digital devices. Television is planned and traded on ratings, GRP and CPP against a target audience: the same currency the platform's three live markets trade on, so the planning module takes the market's data through the API and calculates on it without a change of model.
Sales houses sell effectively all commercial television. The Nova group sells its own channels; Media Club represents the Prima group and a portfolio of others; Atmedia represents the thematic and cable channels; Czech Television may carry advertising only on two of its channels and only within a share of daily broadcasting time fixed by statute, which makes the public broadcaster a marginal seller rather than a competitor for the commercial book. A market sold end to end by sales houses is the market the platform's sales-house role was written for — every channel in the pool in one window, annual commitments and deals tracked across the year, one record of what was promised and what ran.
Radio is measured by Radioprojekt, run by Median and STEM/MARK for the SKMO and published quarterly on a rolling half-year; rate cards are derived from it. Selling is concentrated — Radiohouse represents a large part of the commercial estate, and the public broadcaster sells its own limited airtime — with a long tail of regional and local stations selling for themselves. The radio module handles schedule, rate cards, booking, certificates and reconciliation for a group of any size, and that tail is where it pays for itself fastest.
Out-of-home is the market's open question: it has no single audience currency, because none has ever been agreed, and inventory is compared on each operator's own figures. The large operators — BigBoard, JCDecaux, euroAWK, Czech Outdoor, Rengl — sell directly, and digital inventory is growing faster than the classic estate. Where there is no shared currency, the thing both sides can argue from is the record of what actually ran. The platform runs that direct business — packages, bookings, proof of play, certificates — beside the TV and radio book, and the as-run record is one document rather than two.
Clearance and codes — there is no pre-broadcast clearance body of the Clearcast or ClearAds kind. Advertising content is governed by the Act on the Regulation of Advertising (No. 40/1995 Coll.) and, in broadcasting, by the Broadcasting Act (No. 231/2001 Coll.); the industry self-regulates through Rada pro reklamu, the Council for Advertising and a member of EASA, whose Advertising Code issues recommendations rather than penalties. Approval is therefore the broadcaster's own responsibility, and the trafficking step is where that approval attaches to the creative, so a spot cannot be scheduled without one.
Regulator — the RRTV (Rada pro rozhlasové a televizní vysílání) licenses broadcasters and supervises advertising and sponsorship in broadcasting. Returns and evidence drawing on airing and sales records can be produced from the system.
The EU layer — since autumn 2025 the EU regulation on the transparency and targeting of political advertising has required every political advertisement, broadcast ones included, to be labelled and to carry a transparency notice naming who paid and what was paid. That is a booking-record obligation before it is a creative one: the sponsor, the campaign and the amounts have to be captured where the deal is written and be retrievable years later. A marketplace that holds both sides of the deal can produce that; a chain of emails and spreadsheets cannot.

Commercial and legal terms of a Czech deployment

Billing in CZK, DPH at the standard rate applied on invoices, through a Czech contracting entity — the same local-entity arrangement the platform uses in its current markets
Hosting and data residency in the Czech Republic or elsewhere in the EU, under the GDPR and the Personal Data Processing Act (No. 110/2019 Coll.), supervised by the ÚOOÚ; role-based access, encryption in transit and at rest, audit log — see security and GDPR and data processing
Interface — the platform carries sixteen interface languages and Czech is not yet one of them. They come from one string catalogue, so Czech is part of a deployment rather than a project beside it; English is the root and is what the interface speaks until then
Integration through the REST API: audience data from the ATO project and from Radioprojekt, playout and automation systems, agency planning and finance systems, and accounting — including structured e-invoicing where the counterparty asks for it
Onboarding in 48 hours for the platform itself, reference data migration included; integrations follow at the pace of the systems on the other side

Where the platform fits in the Czech Republic

The Czech market is the closest of these four to the markets the platform already runs in: television traded on GRP and CPP, sold by sales houses rather than by each channel, a radio sector concentrated at the top and fragmented at the bottom, an out-of-home sector with no agreed currency, and a great deal of the trade still done by email and spreadsheet. The two large television sales houses and the international agency groups run mature systems on each side, and a deployment there is a marketplace layer between them connected through the API rather than a replacement of either — the alternatives page sets out how that relationship works with Mediaocean, WideOrbit and Operative. The stronger fit is where those systems are not shared: radio outside the largest rep, regional and thematic television selling its own airtime, out-of-home operators' direct business, independent agencies, and any media group that owns channels, stations and screens and wants to sell all three from one place. That is the situation the platform's three live markets were in, and the results there came from putting both sides of the deal in one record — up to 95% of a country's TV inventory sold through one platform, −32% media costs for a national advertiser (Beeline), +47% occupancy and 120+ new advertisers in a year for a national broadcaster (NTRC Uzbekistan).

Next step

A demo on your own inventory or plan takes 30 minutes: request one. Category pages: TV advertising software, radio, DOOH, media buying, media sales; the company profile. Other markets: United Kingdom, Australia, Philippines.