The Central and Eastern European (CEE) SVoD and pay-TV brand Pickbox has expanded its linear offering with the launch of Pickbox 2, a new channel available from 1 December. The existing Pickbox TV has been rebranded as Pickbox 1, while the new service aims to diversify the company’s editorial proposition with a stronger emphasis on light entertainment.

Positioned under the slogan “Less crime, more feeling”, Pickbox 2 targets audiences seeking escapist, emotional and relaxing content, distancing itself from the crime-heavy schedules that dominate many European broadcasters’ line-ups. The channel’s programming strategy revolves around proven international formats, including US and UK reality shows, Latino telenovelas, home-and-lifestyle programmes, and popular cooking formats. According to the company, the overarching guiding principle is to offer viewers a sense of comfort and ease, steering clear of hard news and conflict-driven storytelling.

“Pickbox 2 represents an important step in expanding the Pickbox brand, allowing us to bring even more entertainment to viewers across the region,” said Sanja Božić-Ljubičić, CEO and founder of Pickbox, highlighting the company’s ambition to strengthen its footprint in the competitive CEE pay-TV market.

With its clearly defined identity and accessible commercial positioning, Pickbox 2 is also conceived as an added-value proposition for operators looking to broaden their channel portfolios with content tailored to mainstream, family-orientated audiences.