When channel attribute ENABLE_CHANNEL_PRODUCTS is set to YES, values from channel_prod.
This setting you will find in the channel products section.
If Use channel prices is enabled, when updating the channel product settings, the channel specific fields are enabled in the update modal:
NOTE: if you switch to use channel specific prices, you need to have in consideration that the formulas used for the shop and webshop need to be updated to use channel specific prices as well.
The recommendation is to create new formulas and assign to the channel in the channel prices section.