Prima is one of the largest media companies in the Czech Republic, with a diverse portfolio that includes several TV channels and online platforms. With millions of followers and viewers, FTV Prima’s social media presence plays a crucial role in their audience engagement and brand reputation. However, managing the massive volume of comments across platforms — while protecting employees from hateful speech — became a growing challenge.
FTV Prima’s social media accounts receive a high volume of comments across multiple platforms, including Facebook and Instagram. With millions of interactions, harmful and toxic comments were becoming a frequent issue, posing a threat not only to the brand’s image but also to the well-being of its employees.
Managing this influx of comments manually was time-consuming and insufficient. Prima’s social media managers spent 12,000 hours monthly filtering out inappropriate comments, including hate speech aimed at employees, spam, and bot activity. There were also challenges in meeting the specific moderation needs of different profiles, especially paid ad posts, where up to 50% of comments can be negative.
To solve this problem, FTV Prima turned to elv.ai. The content moderation tool provided an efficient, scalable solution to manage millions of comments, ensuring that toxic content was filtered out automatically while reducing the burden on social media managers.
With elv.ai, Prima saved over 12,000 hours that would have been spent on manual moderation a year. The tool’s ability to handle harmful content and adapt to specific needs made community management easier and more efficient.
A key requirement for media outlets is the ability to protect employees from toxic comments. Over the last 6 months, more than 6,000 hateful comments aimed at employees were filtered out, safeguarding the mental health and well-being of the team.
In addition to protecting employees, elv.ai also improved Prima’s overall brand image by automatically filtering inappropriate content. This led to a cleaner, more positive social media environment, encouraging healthy discussions and meaningful engagement.
“Human moderators would have to work approximately 2,000 hours a month to manage all our comments. Content moderation from elv.ai saved us more than 8,500€ per month.”
CNN Prima
Beyond protecting the brand, elv.ai also delivered measurable improvements in social media performance across FTV Prima’s various platforms. Moderation not only ensured harmful content was removed but also allowed Prima to grow engagement levels.
For Prima, content moderation isn’t just about removing harmful comments — it’s about protecting their brand, their employees, and maintaining positive engagement with their audience. With elv.ai, they’ve saved thousands of hours, shielded employees from toxic comments, and improved their social media performance across all platforms.
elv.ai empowers media outlets to manage comments. Start a free trial, no credit card required, or request a demo to learn more.
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