Inside CEE Television
Chris Dziadul, October 22 2026
Hungary protests ad tax reintroduction
The Hungarian Advertising Association (MRSZ) and 12 other professional organisations have issued a joint statement protesting the planned reintroduction of the advertising tax in 2027. In their view, the tax, set at 3.75%, would negatively impact the country’s economy. Indeed, as PwC Hungary have pointed out, every HUF1 spent on advertising generates around HUF6 in GDP. The tax would also probably disadvantage local media as it is unclear how it would target global tech companies, which account for around 40% of Hungarian ad revenue. Although the Tisza-led government says the tax would raise over HUF14 billion, which would be used to reduce hospital waiting lists, MRSZ says it could have serious consequences and has called on the government to publish a comprehensive national economic impact assessment. Inside CEE Television notes that the advertising tax was first introduced by the former (Fidesz) government in 2014 but proved to be very unpopular. It was eventually reduced to 0%.
Netflix eyes return to Russia
Netflix has registered a trademark in Russia valid until 2036. Citing Rospatent, the Russian Federal Service for Intellectual Property, local reports say that the trademark allows the streaming company to produce films in Russia, offer TV programmes via VOD services and sell items such as clothing, footwear, headwear, bags, toys and stationery. Inside CEE Television notes that Netflix has been unavailable in Russia since the start of the war in Ukraine in 2022.
Key VOD and TV broadcast royalty agreement in Poland
The Polish national commercial broadcaster TVN has reached an agreement with the Polish Filmmakers Association – Union of Audiovisual Authors and Producers (SFP-ZAPA) regarding the remuneration of creators represented by the association. It covers both the making of works available on digital platforms and their broadcast on TVN’s television channels. A key focus of the discussions was the availability of films and series via VOD. The parties also agreed on new terms for calculating remuneration for the broadcast of works on TVN television channels, to take effect following the expiration of the previous agreement at the end of March 2026. Under these agreements, creators represented by SFP-ZAPA will receive remuneration for two primary methods of the utilisation of their works: for TVN digital platforms it will be calculated for the period beginning September 20, 2024, while for TVN television channels it will apply starting April 1, 2026. The agreement encompasses both Polish and foreign creators represented by SFP-ZAPA.Furthermore, it takes into account both the development of digital forms of content distribution and the evolving ways in which this content reaches audiences. At the same time, it maintains distinct remuneration principles for TV broadcasts.
Financial boost for Bosnian pubcasters
The Bosnian broadcaster BHRT and federal Bosnian broadcaster RTVFBiH have signed an agreement with the public electric utility company Elektroprivredom BiH for the collection of receiver licence fees in 2027. This will help ensure the operational continuity of the two public broadcasters. A similar agreement will now be proposed to the other public electric utility company Elektroprivreda HZ HB.
All change for Canal+ in Czech and Slovak markets
As previously reported by Inside CEE Television, Canal+ has consolidated its brands in the Czech Republic and Slovakia. Effective October 22, Skylink has been replaced by the Canal+ brand. Four new channels – Canal+, Canal+ Drama, Canal+ Crime and Canal+ Classics – have been introduced and there will be a gradual migration to a new Canal+ app. Alongside this has come the introduction of three new programme packages.
Serbian success for Voyo platform
The streaming service Voyo has doubled its user base in Serbia since the start of this year. According to the telco Yettel, which acts as the primary distribution partner in the country, in September alone it attracted more new users than in any other month over the past two years. Furthermore, over half of the total number of new users acquired by the platform over the last two years joined in September. Yettel notes that the dating show Love Island Adria drew significant attention. Its premiere on the Voyo platform and the Prva TV channel was watched by nearly half a million viewers. Over 70% of Voyo active users watched the show, while content related to the programme generated more than 300 million views on social media. Separately, Voyo has entered into a partnership with Orange in Slovakia.
New channel for RTL Hungary
RTL Hungary will replace Muzsika TV with a new entertainment channel named PRIZMA on January 21 next year. According to local reports, quoting the broadcaster, this will strengthen its portfolio of linear channels in order to continue reaching a mass audience while at the same time it continues to develop its streaming and digital services. PRIZMA will offer viewers a diverse range of content, including popular Hungarian programmes, series and movies. RTL Hungary operates a total of 12 linear channels, including the flagship RTL, along with the digital platforms RTL.hu, RTL+ Light, RTL+ Active and RTL+ Premium.
Streaming dips while Polsat shines in Poland
Streaming’s share of total TV screen viewership fell significantly in Poland last month. Nielsen’s The Gauge shows that it stood at 10.4%, compared to 11% in August, and that while YouTube maintained its lead, its share decreased from 2.8% in August to 2.3% in September. Netflix saw a similar trend, with its share dropping from 1.9% to 1.5%. This clearly showed that with the onset of autumn, Polish viewers shifted their attention back toward linear broadcast schedules. Meanwhile, Nielsen’s All Screen Video Landscape report for September shows that there was a major shift in rankings, with live sports driving growth for Polsat. In the month it captured a 19.05% audience share, surpassing Warner Bros. Discovery (18.41%) and taking the top spot among distributors for the first time in 2026.
Canal+ expands in Romania
Orange Romania has added the FilmBox Stream streaming service to its offer. Effective October 15, it is available as an add-on option for any Orange Romania subscriber. Furthermore, until January 31 next year customers can take advantage of a promotion offering a 50% discount on the standard monthly fee of €2.99 (VAT included) provided they keep the option active. FilmBox Stream is operated by Canal+ Content Benelux and Central Europe and complements the existing portfolio of FilmBox+ channels already available through Orange Romania. These include FilmBox+ One, Film Box + Love&Crime, FilmBox + Hits, FilmBox + Comedy, FilmBox + Emotion and FilmBox + Festival.
Lithuania closes Russian TV channel loophole
The Lithuanian regulator LRTK has decided to block seven internet domains through which Russian TV channels subject to European Union (EU) sanctions were made accessible to residents of the country. According to LRTK, quoted by the Lithuanian public broadcaster LRT, the sanctioned Russian TV channels were distributed alongside various entertainment content. One of the websites investigated, iptvlt.com, advertised broadcasts of the EuroLeague, the Lithuanian Basketball League, the UEFA Champions League, the English Premier League, Formula 1 and the UFC. Users were also offered access to Lithuanian and foreign TV channels, as well as a library of films and TV series. Prices for these services ranged from €18-63 a month for an annual subscription. The website also offered a free trial of the service. However, LRTK determined that, in addition to entertainment content, it was possible to watch the Russian channels Pervyi Kanal, Rossiya 1 and Rossiya 2, all of which are subject to EU sanctions.
United Group platform debuts in Greece
United Group has launched its third-generation cloud-based TV and entertainment platform in Greece through Nova, under the Nova TV brand. This follows launches with Telemach in Slovenia and Vivacom in Bulgaria, and further rollouts with Telemach in Croatia, Bosnia and Herzegovina and Montenegro are planned over the coming months. The platform, which has replaced Eon, was developed in-house by United Cloud, United Group’s technology and innovation company. It combines AI-powered content discovery with a redesigned EPG and a consistent experience across devices.
Netflix stays top on Polish Samsung Smart TVs
Netflix recorded over 1.27 million launches on Samsung Smart TVs in Poland in September, outpacing YouTube for the fifth consecutive month. It posted 1,271,995 launches, while YouTube closed the tracking period with 1,227,165 and Prime Video and Disney+ secured the subsequent positions. The data, produced internally by Samsung, also shows that in alphabetical order the top ten apps in terms of the number of launches on Samsung TVs included Canal+, Disney+, HBO Max, Netflix, Player.pl, Prime Video, SkyShowtime, Spotify, Sweet.TV and YouTube. Samsung Smart TV currently offers over 1,000 applications, of which approximately 200 operate in the Polish language. Among the 20 most popular non-system applications, as many as 19 are VOD services. Samsung notes that at the end of December 2025, there were 4.1 million active Samsung TVs, monitors, and projectors connected to the internet in Poland. It also says that apps broadcasting live sports events are gaining prominence alongside the rising popularity of streaming. On Samsung TVs, users can find TVP Sport, Megogo, Eleven Sports Polska and other services broadcasting live matches and competitions.
Telekom Srbija set for US launch
The Serbian incumbent Telekom Srbija will enter the US mobile market on December 1, working in partnership with AT&T. Quoted by TV Pink, the telco’s CEO Vladimir Lučić said that it will offer packages priced at $29 a month that include access to its TV channels and unlimited calls to the Southeast European countries it has a presence in. He added that Telekom Srbija plans to strike partnerships with US companies investing in the development of AI.
TVP and ARTE ink new deal
Polish public broadcaster TVP has signed an agreement with the Franco-German public broadcaster ARTE during a formal Franco-Polish gathering held as part of the "Lumière Summit" in Warsaw. According to TVP, the primary objectives of the agreement are “close cooperation in programming and production, the joint acquisition of content for distribution across linear and online channels, and the mutual promotion of original works, history, and national heritage.” The two parties have declared their interest in investing at least €200,000 annually in the cooperation, which will allow for the participation of representatives from TVP in ARTE’s programming bodies, enabling TVP to showcase its own productions and initiate joint projects. TVP also notes that the agreement builds on the long-standing relationship between the two broadcasters and replaces previous ones from November 2020 and February 2014.
Datagroup Kiev facility hit by missile
A Russian ballistic missile has completely destroyed the main data centre in Kiev used by the Ukrainian telecom company Datagroup. According to local reports, the company had previously migrated operations to back-up facilities and these are now being used to ensure it can continue to provide services. Inside CEE Television notes that Datagroup is the primary subsidiary of DVL Group, owned by the French billionaire Xavier Niel’s investment vehicle NJJ Holding. The destroyed facility was part of the group’s unified infrastructure network.
Starlight Media revamps marketing division
Ukraine’s Starlight Media has announced two appointments in its marketing team. Viktoriia Volontyrets, who previously headed the company’s OTT partnership division, is now in charge of the team, while Lidiia Pankiv, who formerly led the STB marketing team and created nationwide social and brand campaigns, has taken on the role of marketing director for broadcasting. As previously reported by Inside CEE Television, Olena Martynova stepped down as marketing director of Starlight Media earlier this month.
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