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Product placement in Czech television production during 2019-2021
Drdáková, Veronika ; Rosenfeldová, Jana (advisor) ; Doležal, Aleš (referee)
The thesis is devoted to product placement as a marketing tool and its execution in Czech TV production between 2019 and 2021. Firstly, it pays attention to the evolution of its definition and descibes the history of product placement both in the Czech Republic and abroad. The thesis also presents typologies and the key trends related to this advertising technique. The positive and negative effects of product placement for both TV producers and advertisers are involved as well. The theoretical part deals with the problematic aspects of product placement and its perception by audience. The research part uses content quantitative analysis to process data from selected Czech TV production including series and shows produced by ČT1, TV Nova and TV Prima. The analysis focuses on different types of product placement, camera shot, the relevance and recognizability rate as well as brand categories. It is also devoted to highlight potentional differences between series and other shows, specific characteristics of certain TV channels, audiovisual works or differences between the channel. The research revealed the fact that active visual product placement with dominanant camera shot focused on category of food and services prevail.
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ETHICS OF WORKING WITH SYNCHRON IN TV NEWS AND PUBLICISTICS
Černá, Zuzana ; Lokšík, Martin (advisor) ; Šmíd, Milan (referee)
The thesis Ethics of working with synchron in TV News and Publicistics analyzes the use of synchronized statements in media contents and the method of their preparation. Everything is integrated into an ethical framework and seeks to answer the question of how journalists can process the original material avoiding the misrepresentation of the data acquired. Certain parts of the thesis are devoted to the analysis of stand-ups. The analysis describes the work of all three national television stations - Czech Television, TV Nova and TV Prima, or mainly their main news broadcasts. The selected examples are trying to demonstrate the greatest mistakes which, from my point of view, reporters have committed. The second part of the analysis deals with two specific cases of working with synchrons which have been challenged. There is a former case of a charge of the Czech Televison. The politician Petr Nečas accused the medium of taking some of his words out from the context. The second issue, already settled, was dealt with by the Council for Radio and Television Broadcasting (RRTV). It is an event from the spring of 2010, when an informal conversation between ODS chairman Mirek Topolánek and the general editor of LUI magazine was promoted in the media. The first two chapters also contain a theoretical...
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TV debates as an tool of pre-election communication of candidates in the Presidential election 2018
Kostelecký, Martin ; Konrádová, Marcela (advisor) ; Rosenfeldová, Jana (referee)
This thesis deals with the presidential debates in the second round of the presidential election in 2018, when Miloš Zeman and Jiří Drahoš met in duels. In the theoretical part of the thesis, I will explain the concepts related to the political communication and introduce the development of political campaigns. Then, I will focus on the development and history of political debates in the world as well as in Czechia. I will also focus on Czech television market and the differences between public and commercial broadcasters. In the practical part, I will perform a quantitative content analysis, which aims to determine whether the candidates used the topics, that the Public Opinion Reseach Center (CVVM) evaluated as the most important for the public. Next, I will perform a pragmalinguistic analysis, which will help to find out whether any of the debates favored any of the candidates. I will also compare the formats of the debates as well as the topics discussed to find out the differences between debate on public and commercial broadcaster. The thesis concludes that there are differences in the concept of debates between public and private television, both in the choice of topics and format, and in the favoring of candidates. It also finds that candidates use the topics which the public considers most...
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Contemporary methods of devising broadcasting schedules of public and commercial television
Jandečka, Václav ; Růžička, Daniel (advisor) ; Štoll, Martin (referee)
Primary aim of the bachelor thesis is to compare the program scheme of television ČT1, as a public service medium and TV Prima, as a commercial television and describe the methods used for the program scheme creation. Secondary aim is to determine circumstances on which the new shows of each TV are created and how those shows are being implemented as a part of newly devised program schemes. First part of this bachelor thesis explains main terms connected closely with the thesis theme. Specifically, those terms are: dual broadcasting system, public service TV, commercial TV, ratings, target group, audience, subculture, prime time, ads, show creation and program scheme. The aim of the following thesis part is a brief summary of each compared TV and a more complex analysis of chosen characteristics, as follows: audience, ratings and the program scheme. Those characteristics should further describe each TV approach to devision of their own program schedule. Practical part is divided into three parts. The first part is a quantitative content analysis, which answers pre-set research questions. Addition to this part is a short analysis of methods used for devision of the program schemes and additional array of practical examples. For the second part, the questionnaire method is used with the aim of...
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Product placement in czech television production based on example of selected tv series in 2019
Drdáková, Veronika ; Rosenfeldová, Jana (advisor) ; Klimeš, David (referee)
This thesis is devoted to product placement and its appearance in Czech television series in 2019. First of all, it puts product placement into the context of marketing as a whole and describes its historical development in the Czech Republic and also abroad. As well as that, the thesis focuses on the typology of product placement, means of its application and also advantages and disadvantages of its implementation for the advertiser, the producer of the series and also for the viewer. It contains the theoretical basis focusing on its effectiveness and the ways of its measurement. Apart from that, the thesis describes the scale of saturation of TV series with product placement and the advertiser's, producer's and viewer's points of view linked with it. Additionally, it introduces key legislative restrictions and also recommendations of professional associations how to implement product placement ideally so the viewer cannot be misled. The practical part is built on the collected data from the quantitative analysis of selected series TV Nova (Ulice, Dáma a král) and TV Prima (Krejzovi, Černé vdovy). Finally, it explores what types of product placement dominate in Czech TV series as for the aspects of the relevance, length and type of shot, activity or its recognisability within the filmed scenes....
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Aspects of reporting on migration crisis in news programmes of Czech Television and TV Prima
Bartošová, Linda ; Moravec, Václav (advisor) ; Osvaldová, Barbora (referee)
The object of this diploma thesis is to cover and describe main selected aspects of reporting on refugee crisis in two key czech news programmes - in Zprávy FTV Prima and in Události ČT. Within the confines of one randomly chosen week in six months at the turn of the year 2016 and 2017 the author uses the quantitative method of analysis (with some elements of qualitative research) to describe in detail the discours chosen by these two powerful media institutions to inform the recipients. This work concentrates on most frequent topics, on their framing, on the linguistic and semantics codes etc. The initial part of the thesis offers insight into theoretical knowledge about this topic - history of migration in Czech territory, selected theoretical concepts and last but not least - the context, facts about the number og migrants living in CZ and EU also. The conclusions may serve as a basis for other analysis concerning this highly topical and very complex issue. The author perceives this subject as one of the most important event of late, which in addition strongly resonates with social and public life. It was in this very recent exodus that exposed how significant may the attitude of media be for shaping the public opinion and the strongest ones seem to be those who can connect both persuasive...
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Mythology in Crime News on TV Prima
Houdková, Martina ; Šoltys, Otakar (advisor) ; Podzimek, Jan (referee)
This master's thesis examines Czech TV news called "Crime News", that is broadcasted by TV Prima. Method of mythological semiotic analysis was chosen for this paper and it refers to work of Roland Barthes. Crime News (their three-month period) were examined not only from the perspective of lexical and visual point of view but as a complex communicate. This helped to uncover mythological structures, persuasiveness and other phenomena. In the beginning of this thesis theoretical concepts are explained. Second chapter is dedicated to methodology. Analysis itself is the third part of this master's thesis. Show's jingle and anchormen were examined first and the other phenomena second, thereby mythological structures, archetypes and narratives were exposed. Conclusion provides summary and interpretation of described phenomena.
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Programme Offer Development of TV Channels Nova and Prima in Years 2001-2011 Focused on Their Own Production
Slavíková, Klára ; Bednařík, Petr (advisor) ; Jirák, Jan (referee)
This diploma thesis deals with the development of TV listings of major Czech commercial channels, TV Nova and TV Prima, during 2002 - 2012. It focuses solely on their own production and covers the shift in aired genres, which has changed from the earlier variety shows and quiz shows to reality shows and soap operas that run the listings nowadays. Most TV production is based on so-called reality TV; there the emphasis is on capturing reality in a way, which is attractive for viewers and goes across many genres and styles. Consequently, the line between genres is becoming very thin and is no longer determining. The approaches these two channels took to structuring their TV listings are also very important since each had its own specific way. This thesis draws on theoretical grounds and covers important mechanisms affecting TV in the Czech Republic in three basic areas (global, technological and economic). It points out that globalization has brought about homogenized culture and international integration, which means many programmes are of foreign license. Moreover, we can see the trend of internetisation and convergence of TV content, which is increasingly influenced by modern technologies. The purpose of all this is high ratings that affect profits from advertising. And economic profit is for...
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Prima tv news reengineering
Čeřovská, Eliška ; Lokšík, Martin (advisor) ; Šmíd, Milan (referee)
The aim of this Bachelor thesis is a reflection of changes in the main reporting session TV Prima family. Since August 2009, when Jitka Obzinová was appointed by chief editor and publicity chief. After her arrival the changes began to implement and these were unique for the Czech media market. The changes led to the creation of the hourly information block, which allowed in messages to process of new topics which until then, was not in the news area. Development of the new information blocks which led to the cancellation of the news of sport as well as the abolition of the moderated by the weather. However the changes that have been made in the course of two years, have led to an increase in viewing current news FTV Prima. It did not transform only the content and structure of the main intelligence relationship but also a visual concept. Detailed chronological overview of the ganges arised after the analysis of print and online media for the reference period. Bachelor's thesis does not consist of a theoretical part but it has a practical part. Using quantitative methods of research namely the technique of the questionnaires which was intended only for respondents age category 15 and more managed to evaluate if the viewer with the changes. Bachelor thesis contains the interesting information about...
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The Comparison of the European Football Championship broadcastings on Czech television and Prima TV
Kuklík, Vladimír ; Záruba, Robert (advisor) ; Halada, Jan (referee)
"The Comparison of the European Football Championship broadcastings on Czech television and Prima TV" bachelor thesis entertains the qualitative and quantitative differences in European Football Championship broadcast on Czech Television and The Comparison of the European Football Championship broadcastings on Czech television and Prima TV. Up until the year 2004, including, European Football Championship has always been broadcast by Czechoslovak or Czech television. For Euro 2008, however the broadcasting rights were acquired by The Comparison of the European Football Championship broadcastings on Czech television and Prima TV. The thesis is aimed at differences in the approach to broadcasting between The Comparison of the European Football Championship broadcastings on Czech television and Prima TV and its predecessor. For example it discusses the contrast between public and privately owned television services in Czech republic or the historical tradition of the sports news in both televisions. In qualitative comparison of both broadcastings, is the bachelor thesis concentrated on approach to football championship broadcasting and the approach to programme before, during and after the match and on finding the differences in commentaries of the live broadcasts. In quantitative comparison, there...
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