Popular around the world, so-called reality TV shows, including the juggernaut franchise Big Brother, will this fall become the new weapon for Czech television stations in their fight for viewers and advertisers.

Both of the country's most powerful commercial stations — TV Nova and Prima TV — intend to introduce new reality shows, starting in September.

TV Nova has acquired the license from reality show producer Endemol to broadcast the Czech version of its popular Big Brother show, one of the most successful franchises in reality TV history. At the same time, Prima TV will air a similar reality show called VyVolení ("Selected"), which it licensed from Hungarian producer IKO Media.

"Reality shows are likely to become a new phenomenon on the Czech TV market," said TV Nova spokeswoman Veronika Šmítková.

Though programs with reality show elements, such as the music competition show SuperStar, have already captivated Czech viewers, Big Brother and VyVolení will be the first genuine reality shows in this country.

"Interactive TV programs, where viewers can affect the happenings on the screen, appear to be essential for increasing viewership, and so help television [channels] chase down sponsors," said media analyst Jan Jirák of Charles University's Faculty of Social Sciences.

In Big Brother, for example, viewers vote by phone or SMS each week to remove one person from the program; the last person standing at the end of the series wins a large cash prize. Because of the public participation, the show has become a phenomenon in places such as the UK, with viewers and newspapers staging public media campaigns in favor of their preferred contestants.

Wide appeal

Shows such as Big Brother and VyVolení represent an effective tool for advertisers to reach a wide audience, said David Samson, media director at BBK agency.

TV Nova's rush to introduce the Czech version of Big Brother demonstrates expected strong appeal of reality TV on Czech viewers. Originally, the nation's largest TV station considered a possible spring 2006 launch for Big Brother, but when rival Prima TV scheduled VyVolení for this fall, TV Nova sped up Big Brother's introduction.

Analysts say TV Nova's decision to field Big Brother against Prima TV's VyVolení was not accidental. Though TV Nova earlier this year lured some advertisers away from Prima TV, its viewership had been stagnating as TV Prima's slightly grew.

Both reality shows follow the same concept. Groups of about 10 to 15 strangers live isolated for several months in a house equipped with dozens of cameras and microphones that record their every move, 24 hours a day. Producers then edit show highlights — usually focusing on romance, conflicts and humorous incidents — which both TV Nova and Prima TV plan to screen repeatedly every day, including afternoon broadcasts and late-night programs.

"Especially controversial scenes will be shown at night," said Prima TV's program director Miloš Zahradník.

Controversial scenes could also affect sponsors of the shows, media investment director Jan Fahoun of Starcom MediaVest media company told Hospodářské noviny.

"Both [shows] look rather controversial; therefore, less-conservative [companies] are likely to sponsor the shows," Fahoun said.