Title: Appropriate use of ads on ČT sport channel due to TV ratings of selected sports Objectives: The objective of the thesis is to suggest the best ads for spectators of football, hockey, biathlon, athletics, tennis and skiing broadcasts. We will also analyse advertising that is used in the broadcasts of these sports. Methods: The theoretical part is based on the analysis of documents. Data used in the practical part was identifield through panel surfy, specifically the panel of television viewers. The data was obtained by peoplemeters. Another method that was used in practical part is observation. We observed what types of ads are applied throughout the broadcast of selected sports. Results: The result of the thesis is to recommend the most favorable commercials for each selected sport regarding the viewing public watching the sport broadcast. The other result is an analysis of current ads and their appropriateness for sports fans of the chosen sports. In the analysis, we found that the most frequent viewers of television broadcasts of selected sports are viewers at the age 60 +. The sport which is the most watched by the female audience is a biathlon. We focus on these categories in the recommendation, for example in fotball broadcast, we recommend advertisements for newspaper, sports magazines...

The aim of my diploma thesis is to summarize the development of television in the areas of TV technology, TV program and incorporation of television to our society. I?m also going to talk about its influence to the society, positive and negative aspects and the further progress. The important part of my thesis will also be the situation of television in other countries, namely in Spain.

S reklamou sa stretavame denne na kazdom kroku. Tato praca sa orientuje na najucinnejsie medium v ramci reklamy televiziu. Diplomova praca sa v prvej casti zaobera vysvetlenim teoretickeho aparatu, ktory je neskor pouzity v praktickej casti. Praktická cast porovnáva trhy televiznej reklamy v Ceskej republike a Rakusku za pomoci manazmentoveho nastroja PEST analyzy. Priblizuje ich vyhody a nevyhody, atd.

The diploma thesis is discussing the proposal of the internet television for the music portal Bandzone.cz. The internet television is understood to be a web server aggregating the audiovisual content, which allows the viewers to decide what and when they want to watch. This is not a television that would show programs in real time and broadcast on the fixed schedule for 24 hours. The introduction of the diploma work discusses different approaches to internet business. It is followed by the presentation of the main subjects of the audiovisual media market operating in Czech Republic and worldwide. The following chapters are dealing with practical design of the internet TV station, from content and business model and up to user interface design. In the conclusion are named the key factors essential for success of the proposed e-business initiative, including the possibilities for its further deve;lopment.

This thesis deals with the functioning of product placement in Czech television and film production. The theoretical part describes its role in marketing communication, its specifics and characteristics. Also, these characteristics are illustrated in specific examples. The practical part deals with the current situation in the country. It examines the attitudes and experiences of professionals implementing product placement and production of film and television works. It discusses the process of implementation of product placement. It also describes how the correct product placement should look like, which is then illustrated by specific examples.

The goal of the diploma thesis is to describe basic characteristics of mediate fanship, which we interprate as a specific form of game. In theoretical part we discuss typologies of fans, concept of flow and antropological and philosophical interpretations of game. We also present some aspects of modernity. Diploma thesis uses qualitative research and it combines three methods: archival research, observation and interviews. The aim of archival research done in the archive of the Czech television si to describe transformation of televison fanship in time. We discuss that this phenomenon is not a matter of the last twenty years and that it has its own history. Observations and interviews brings us to nowadays. We combine perspective of an observer with the data taken from interviews. Ten interviews were made during the research.

Entertainment has been one of the major genres throughout the history of television, which has served an entertainment function from its very beginning. With the arrival of the dual broadcasting system, the genre became controversial in the context of public service to citizens. The thesis discusses the evolution of entertainment programmes in Czech television, placing an emphasis on Česká televize (Czech Television), the public TV. The thesis provides a comprehensive picture of the genre, putting it in the context of the historical development of Česká televize and, later, the arrival of commercial broadcasters in the Czech Republic. It discusses the development of TV entertainment formats in terms of programming, as well as the possibilities and types of programme production. Yet the most important part is the comparison of private broadcasters' and the public institution's approach to the entertainment genre, which, by definition, tends to be rather commercial in its concept.

The output of this work is the basis of a creative producer group independent of the public service television and narrowly focused on the senior spectator. It contains a description of the TV environment both from the producer side and from the consumer side. A detailed description of the target group is added on the basis of a comparison of available sociological research and a basic description of the five recommended programs for such a particular production group.

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.

Following thesis deals with the question of how the four main television channels in the Czech Republic process and create news. Based on her own observation, the author has tried to find and describe the main tendencies in the field of the television news reporting. The thesis thus gives a general overview of the newsmaking routine according to the specialized literature, but also provides the reader with the results of those observations. The work consists of two parts: the theoretical and practical. The first part starts with the basic components of the news reporting, followed by a more detailed description of the television part. The last part of the theory includes the development trends in the television news and deals with the visual and audial components of the news as well as the role of the reporter in it. The latter includes the verbal as well as non-verbal communication, i.e. linguistics of the news and means of expression of the reporters and news anchors as well as the importance of the reporter and the part he plays in the news. The practical part analyzes given pieces of news, using the information provided in the previous part; the analysis is thus based on the above stated criteria. These analyses should then help to describe the way television works with the news and...