The thesis deals with the issue of narrative practices in television series, focusing on the adaptation of original novels of classic and canonized literary authors. In this context, the thesis focuses on the study of adaptation and narrative procedures used in movies and television series. Based on the comparison and analysis of the adaptation of a certain work, it focuses on specific issues concerning the serial narratives as compared to the original, and on features which are different in the adaptation of the television series from other serial or cinematographic works.

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 my master diploma thesis, I try to map the current situation and actual trends with respect to creative, financial and production processes. I focus on film, television and other productions. The greatest emphasis is put on the producer?s point of view. The Introduction focuses on the specifics of the animated film and is followed by chapters focusing on the situation in the Czech Republic. In addition to describing the current situation on the scene of animated film I try to explain the use of the principles of animation in other branches of the entertainment industry. In the last part of my thesis, I offer a summary of interviews with producers of contemporary animated feature films. I am interested in the circumstances of the development of the film, ways of working with the script, attitude to new technologies and specific problems related to the realization.

This diploma thesis deals with processing of the issue of current situation in the field of gender advertising strategies which are particularly targeted at women's marketing. Elaboration marketing researches and group interviews are identified women's' views on the selected advertising campaigns. Next step is evaluation and processing information of Focus Groups which are concerned shopping behavior of university women students. Sequentially, the models of shopping behavior have been created including factors which affecting to the target group.

Diploma thesis analyzes the influence of weather on TV audience in the Czech Republic in 2012 to 2016 by using data of the Association of Television Organizations and meteorological data of the Czech Hydrometeorological Institute. The first part of the thesis deals with the phenomenon of TV ratings, discusses its importance for contemporary society and puts it in the frame of other leisure activities. Additionally, it introduces the current Czech TV market, electronic measurement of TV ratings, its main institutions and complementary research. The empirical part of the diploma thesis focuses on realization of the statistical analysis. Weather components (temperature, rain falls and cloudiness) that affect TV viewing have been identified by using a suitable regression model and their weight in the aggregate meteo factor have been determined. The final model, in addition to weather elements, takes into account calendar effects (day of the week, holidays, season) as well as interaction between weather and calendar effects. The model was applied to total TV audience as well as to selected groups of TV channels, to individual age categories, whole day, prime time and off time and also separately to so called guests TV audience.

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The thesis considers with balance and objectivity of the main news program of Česká televize. It tries to unfold inaccurate coverages, being transmitted in Události from september 2009 until december 2009. Inadequacies are further described and analysed in detail. Based on personal judgement, there is a possible reason and inflictor stated. The objective of this thesis is to point out Inadequacies in main news service of statutory television from view of objectivity, balance, correctness and other faults. Further provides aspects, which are the most frequent purpose of making faults. Thesis supplements monthly reports of Czech info company, which judges balance of news service only in constrained scale. The results of analysis provides valueable ratings of Události not only for television management, but for redactors themselves and other members of news team. The thesis doesn't lack even consideration about possibility of minimalisation the mentioned inadequacies. The source of information and data are articles, documents from Česká televize database, news service online archiv and experience from working in news room ČT. First part of thesis is concentrated on theoretical base. Serves to understand the whole problematics and as starting point for rest of the thesis. Even contains practical examples of manipulation and disinformation from the past and present. Second part describes the way of investigation of Česká televize news service and defines criteria of ratings. Third part of the thesis summarises results of the analysis, judges frequency and importance of inadequacies in news service and summarises their characteristics and elimination possibility. Conclusion summarises knowledge of the thesis, their comments, and enrichment from ČT news room experience.

The main objective of master thesis is to analyse the selection of negative stories in TV news of chosen commercial TV broadcaster with a focus on the relationship between negative stories and the impact of advertisement. At the beginning, the theoretical analysis devotes to mass media and matters related to audience, the media influence, and historical development of views on media content. After that, the next part is dedicated to TV news. The research has been based on the analysis of documents, in-depth interviews and the analysis of previous study. They have helped to find the answers on the problematic questions that are to find in the last overview chapter. The master thesis provides one of possible views on TV news of commercial TV broadcaster and can lead to thinking about the influence of negative news on advertiser in the commercial break.

This thesis deals with male and female identity in contemporary society, with narrower focus on its presentation in television commercials. The aim of the work is the realization of content analysis, aiming at depicting the characters of men and women in television commercials. Theoretical part of the thesis consists of four chapters. The first chapter describes the general theoretical basis of this thesis. The second and third chapter deals with the specifics of male and female identity. The fourth chapter describes the research method of content analysis and presents the objectives and research hypotheses. The analytical part of the work examines the representation of men and women in television commercials at two levels - at the level of main characters, and at the level of commercials. The final part of the analytical part interprets the research results of analysis.