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Product placement as a marketing tool
Kincl, Albert ; Tahal, Radek (advisor) ; Beneš, Vladimír (referee)
The aim of this thesis is to describe thoroughly the execution of a product placement process in TV broadcasting with focus on the Czech Republic. So as to analyse product placement as a marketing tool and to introduce its possible forms and current trends. Moreover, to explain the development of this marketing communication and last but not least, discuss the strengths and weaknesses of this specific form of advertisement. Furthermore, questionnaire analysis is used to research the reception of product placement in TV series, sports broadcasting and other TV shows in the Czech Republic. It investigates the level of awareness and understanding of this phenomenon in the Czech landscape and these findings are main basis for the implications suggested for the improvement of brand or product placement strategies in TV broadcasting.
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Program Dramaturgy of the Public Service Media
Badač, Peter ; MATHÉ, Ivo (advisor) ; MYSLÍK, Václav (referee)
In this thesis I deal with the public media programming.
On the example of Czech television, Irish RTÉ and Finnish YLE am I trying to show the current tendences in the programming of new project and format as well as to show the relationship between the public broadcasters and new medias. Within the programming this thesis deals with the various types of genres that are broadcasted by public media, on the field of development of new programs it describes the process of development of new projects in the institutions mentioned before. It also analyses the current programming and scheduling of the public media.
This thesis also covers the current trends in European public broadcasting companies and shows the trends on the field of develepment of new programms and new media.
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Public service broadcasting in the European Union, organization and functioning: Study 5.309
Šmíd, Milan
Způsob organizace rozhlasového a televizního vysílání má v různých zemích různou podobu, podmíněnou politickými, ekonomickými, technologickými a kulturními specifikami daného státu. Při určité míře zjednodušení lze v této rozmanitosti vysledovat dva typy vysílání, které jsou výsledkem historického vývoje, a z něhož vyplývají také dva odlišné typy organizací (co do formy společnosti, financování, způsobu řízení, požadavků na programové výstupy atd.), jež toto vysílání provozují. Jedná se o rozhlasové a televizní organizace veřejného sektoru (státní nebo založené veřejným právem) a soukromého sektoru.
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Targeting advertising on TV
Michelfeit, Radek ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The thesis is firstly focused on television broadcasting. The author briefly describes the development of television broadcasting and the market specifics of TV stations. Then he describes the operation as well as financing issues of TV stations. The commercial broadcasters are dependent on revenues from advertising, so this issue is appropriately emphasized in the thesis. Then the thesis deals with targeted advertising on television from the perspective of advertisers. It describes their approach to targeted marketing, the criteria for selecting appropriate media for advertising message, suitable television channel, programme and type of advertising message. Describes the electronic audience measurement which helps to position the TV ads properly. Author also proposes the use of viewer satisfaction surveys for more effective positioning of TV ads. The last part is devoted to research of targeted advertising on TV Barrandov and observes if it is possible to place the TV spots properly according to the selected target group.
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The effects of the process of digitalization on Czech TV
Vácha, Pavel ; Mathé, Ivo (advisor) ; Myslík, Václav (referee)
This work describes the effects of the process of digitalization of the terrestrial
television signal broadcasting on the Ceská televize (Czech Television) station as
a public service broadcaster. The introduction provides a basic explanation of the
term digitalization and the history of digitalization of television production as the
first stage of digitalization of the terrestrial television signal broadcasting.
The first chapter presents a brief history of television and the television market
in Czechoslovakia and the Czech Republic which also indicates the situation in
the market before the process of digitalization of the television signal
broadcasting began. The next section presents an overview of the legal
framework of the process and the technological solution.
In chapters dedicated to two new programme groups whose origination is made
possible by a change in the broadcasting of the signal, their creation is described
in the context and the first years of broadcasting are evaluated. The thesis also
deals with the issues related to the emergence of new private television stations
and their influence on the Czech Television.
In conclusion, the audience is analyzed as one of the indicators of success and
trends established by the process of digitization in the market and the future
development in the television market from the viewpoint of the Czech Television
station is addressed.
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Czech television - co-producer of drama features
Koštýř, Jiří ; Svoboda, Otakar (advisor) ; Kallista, Jaromír (referee)
Czech Television has been one of the major supporter of Czech cinematography ? as a co-producer of Czech films nearly twenty years. It participates during International co-productions as well. It has engaged in a production of 210 film projects since 1992. This amount includes also documentaries that go into theatrical distribution more and more often. My degree work ?Czech television - co-producer of drama features" deals with the meaning of cooperation between independent producers and television institution characterized as a public service. I try to answer - by the historical development and by my own experiences - this question: why it is important to keep not only Czech cinematography but even tv broadcasting (public service) in this era of geopolitical changes. It is possible to find the perfect symbiosis between an independent producer and a co-producer, between an owner of rights and the broadcaster that will lead to harmonious cooperation and that will lead to fulfillment of wishes and visions of both sides? Or will the commercial skills of some cultural ?gold-diggers?, who believe that the top of art is only business, predominate?
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Which political party is best able to use my CT24 for promotion?
Tykal, František ; Hudík, Marek (advisor) ; Svoboda, Miroslav (referee)
The work deals with the time on public television ČT24. The television broadcast press conferences and briefings of the political parties. However, posting this in the public interest, as defined by the policies themselves, thus maintaining the principle of proportionality as a real political influence in society? Press conferences are inherently political confrontation with reporters who ask the questions that interest them, and to reflect citizens' interest in finding out relevant information. In many cases, politicians have deliberately omitted the questions of journalists, which is obviously very convenient for a politician, because this time it is broadcast by the de facto only unpaid advertising himself and his party. The aim of this work is to determine whether the presence of press conferences in the broadcasting ČT24 corresponds to the proportional distribution, based on the results of election to the Parliament. Which party is best able to take advantage of this way ČT24 broadcast time to promote her? Initial data comes from the television archives from 2006 until 2011. These data will be spread over smaller time intervals according to specific policy preferences in a given period and the intervals will be examined whether the occurrence of the Conference of Parties meets the requisite distribution.
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Reklama a média
Maříková, Michaela ; Polívková, Jana (advisor)
Bakalářská práce popisuje základní charakteristiku reklamy a srovnání její pozice ve vybraném sdělovacím prostředku-televizi v České republice a v Německu. V teoreticé části je definována reklama a popsán její vývoj až do současné doby. Porovnání její pozice v oblasti televizního vysílání probíhá na základě několika kritérií-legislativní vymezení a právní úpravy, způsob financování a obecné názory a postoje obyvatel obou zemí k dané problematice.
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