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Launch of the public-service culture channel: Broadcast Analysis of ČT art untill the year 2014
Skalník, Jan ; Bednařík, Petr (advisor) ; Štoll, Martin (referee)
Diploma thesis "Launch of the public-service culture channel: Broadcast analysis of ČT art until the year 2014" describes the origin and development of the channel ČT art, including an analysis of how it influenced the transformation of ČT2. This thesis, therefore, includes the programme composition of both channels monitoring the period from autumn 2013 to autumn 2014, as well as the programme composition of ČT2 from autumn 2012. This allows us to evaluate how ČT2 attended to cultural broadcasting before the launch of the new and thematically specialized channel ČT art. Moreover, the thesis tries to point out the trends taking place in television broadcasting such as digitalization, fragmentation of TV audiences and media convergence. These trends are illustrated by using specific examples from the Czech Television, as well as the theoretical foundation. The theoretical part of the thesis focuses on describing public-service media, services they provide and their roles in fulfilling the cultural needs of society. In addition, it also draws attention to examples of culturally oriented channels within Europe. The results of the analysis of programme schemes of both channels are complemented by findings from interviews with the leading employees of the Czech Television, which were not aimed to focus...
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Communication activities of Czech Tourism agency for increasing incoming tourism
Skalník, Jan ; Dolanská, Nora (advisor) ; Strielkowski, Wadim (referee)
The bachelor thesis "Communication activities of CzechTourism agency for increasing incoming tourism" describes the current situation of an incoming tourism to the Czech Republic and promotion of the destination abroad in 2013 focused on the most important source markets, namely Germany and Russia. Major emphasis is placed on the project "Land of stories" and rebranding, which CzechTourism came through in 2012. On the example of the Czech Republic, I will describe some specifics of destination marketing, which is undergoing a rapid development. The goal of this thesis is to evaluate the success of marketing strategies and effectiveness of marketing campaigns. The first part deals with the theory which emphasizes the importance of marketing for tourism. This is followed by a description of Czech Tourist Authority and situational analysis which deals with the role of the Czech Republic in the tourism market, the SWOT analysis and characterization of chosen key markets. The next parts describe the specific activities and campaigns through which the Czech Republic is presented on the individual markets. The end of the thesis includes a summary of the research and my final conclusions.
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