Television composes the largest share of media market in the Czech Republic. Large scope for addressing a broad audience is created and investments of companies constitute a major share of income of television stations. These stations with their program focus on various groups of viewers which creates a space for submitters of advertisement to focus their marketing activities on selected target groups of viewers. Considering the fact that television constitutes such massive communication channel, differences among advertisements on individual television stations cease to exist. The objective of my thesis is to find out, if companies still apply theoretical recommendations regarding segmentation, targeting and suitability of selected strategy when submitting advertisements. To find answers to researched question, a data file containing all advertisements broadcasted by television stations in 2011, has been analyzed in this thesis. Research of data has been performed using cluster analysis. Upon results of this thesis, suggestions for improvement of researched condition of companies have been recommended.

This diploma thesis looks into a problem of television advertisement, what is still the most perceived form of advertisement. In the introduction is defined concept of advertisement and its history, functions and there is concisely described only just television advertisement too. Other section of theoretical part refers to creation of advertising campaigns, what instruments are used there and how to measure advertisement's success. Practical part examines results of questionnaire research. In the conclusion is defined some recommendations for creators of television advertisement focused on college students.

This Master Thesis is engaged in designing an interactive application for online betting in the DVB-T environment. The application is determined to running at Multimedia Home Plattform MHP and it allowes digital television viewers to make a bet on a sport match broadcasted on the television. The whole application is written in the Java language. All the information about users and the match are stored in a MySQL database, which is accessible through a php script placed on the server with the database. The applicaton is running in a set-top box and communicates with the script through the set-top box return channel. The channel between the server and the script is unsecure, so the communication has to be encrypted. The encryption process uses a symmetric-key cipher AES, which uses a shared secret key for encryption and decryption. Each application generates its own pseuodorandom and crypthographicaly strong AES key and sends it to the server. To secure the secret key transsmision is used the public-key cipher RSA.

This Master Thesis is engaged in Interactive TV standard. In the first chapter a general digital TV question and it's benefits are adumbrated. Next chapter deals with Interactivity for digital TV itself. More on possibilities of data security and protection during the transmission throught the reversal channel are discussed. The main part of the Thesis deals with developing an application enabling to obtain a statistical data from televiewers throught a set-top box connected to the Internet. The application is conceived as an universal enquiry, that obtains it's data via a reversal channel and is able to present the gained data in an attractive way. Java and PHP programming languages were applied to create the application and MySQL database with easy edit system is used to store the needed data. Specially designed security libraries based on XTEA cipher are used to enable protected communication.

This diploma thesis deals with the development of using global TV formats on Czech TV channels during 2000-2013. Development is studied in comparison between Czech Television as a public medium and private channels TV Nova and FTV Prima. Global TV formats recently became basic building blocks for production of their own programs in TV entertainment. Thesis focuses on the approach of the TV channels in using global TV formats. It outlines the development of TV genres of global TV formats on Czech TVs and shows how Czech TV stations have dealt with their production and how they have interested the Czech TV spectators. The thesis is based on theoretical background of media globalization supposing that business with global formats has a strong influence over current TV entertainment. TV market offers many various TV formats and TV stations buy them because they have information about success in other countries. It shows that in recent years the offer of global TV formats is so heterogeneous and wide that viewer rating and success of single formats is not so high as in the beginning of the trend in TV entertainment. In the followed period the Czech TV market has been changed by digitalization of Czech TV broadcasting and there is also a phenomenon of media convergence.

The topic of this thesis is theater drama as a part of television program. This diploma thesis tries to define unique and specific relationship between two different media - Theater and Television. The main aim of this thesis is mapping and analyzing of the position which theatrical drama, and the theater in general, had and has within a program of television. The next aim of the thesis is reviewing of role of theatre on the beginning of television broadcasting and mapping changes and evolution of meanings, within which theatre drama was presented in television. Primarily, the thesis focuses on a broadcasting of two televisions - the Czechoslovak Television and subsequently the Czech Television. The television broadcasting is influenced by many factors. And same as the medium of television, the presentation of theatre drama in Tv is influenced by these factors as well. The theoretical background and the research should show the contemporary position of theatre, and theatre drama, as a part of television program.

The aim of the thesis is to map and describe changes that have taken place in the field of political debates on the Czech Television (in the period from 1989 to the present). The work describes changes regarding the form and the content of programs and its debates. There also appears a critical assessment of that development (and of some prevailing trend) of the political issue programs (on Czech TV) in the thesis. Hypothesis relates to the assumpiton that a given period occured significant changes in the form and content of the broadcasted. Description of those changes is the main aim. The author proceeds in five steps. First, the introduction sets the theme in context, mentions a historical overview of political discussion programs broadcasted on Czech Television (from 1989 to the present) and consequently characterizes them. The first chapter will bring the presentation of the works from the field of political science and media- science, which will serve as a theoretical guide in analyzing the contents. The second chapter brings the key analysis of the programs using the theory and designed methodology. The third chapter evaluates the analysis, summarizes the empirically observed data and confirms or rejects the hypothesis. The thesis is closed by the fifth part, in which the author performes the final...

The aim of the thesis is to map and describe changes that have taken place in the field of political debates on the Czech Television (in the period from 1989 to the present). The work describes changes regarding the form and the content of programs and its debates. There also appears a critical assessment of that development (and of some prevailing trend) of the political issue programs (on Czech TV) development in the thesis. The first research question relates to the assumpiton that a given period occured significant changes in the form and content of the broadcasted. Description of those changes is the main aim. The second question 1 relates to the assumption that the applied media-scientific theories are applicable to the issue of television political debate. The author proceeds in five steps. First, the introduction sets the theme in context, mentions a historical overview of political discussion programs broadcasted on Czech Television (from 1989 to the present) and consequently characterizes them. The first chapter will bring the presentation of the works from the field of political science and media- science, which will serve as a theoretical guide in analyzing the contents. The second chapter brings the key analysis of the programs using the theory and designed methodology. The third chapter...

Marie Štenglová, 19. 5. 2017 Abstract The diploma thesis Variety of Genres within Czech Internet Televisions analyses the programme of three major internet televisions in the Czech Republic - Stream, Aktuálně.TV and Playtvak. The aim of the thesis is to detect the differences between the programmes offered by internet televisions and by conventional televisions. One of the principal questions is whether these differences are caused by the specific character of internet television as an online medium, or by the change in the genre perception in general. The programmes dealt with in the thesis are serials A bude hůř and Semestr, a talk show Kafe s Jolanou, a lifestyle magazine Telebrity, and cooking shows Šéfkuchařovy recepty and MENU domů. These formats, belonging to fictional or factual TV, are analysed from the narrative, semiotic, and visual points of view and are compared with each other and also with similar formats in conventional televisions. The theoretical part of the thesis describes Czech internet televisions in the era of media convergence. The research part reveals that the form and the content of the programmes are influenced by the specificities of the internet as a type of medium, but at the same time that the crossing of genre boundaries and the originality of the formats on Stream,...

This paper focuses on the changes in distribution of television content which emerged during the process of convergence between television and digital media. Nowadays it is possible not only to access television broadcasting online, but also to access individual programs through Video on Demand services. The precondition this topic was picked on is that the very existence of such services has a direct impact on the form of today's television broadcasting. Therefore the aim of this paper is to examine and describe alterations which can be found not only in the broadcasting itself but also in receiving of that broadcasting on television screens. The latter can be affected by the existence of HbbTV. The analysis and description of changes in broadcasting and receiving television content in Czech republic are the primary focuses of this paper.