Branding Czech Television

Barbora ŠTENCLOVÁ

Bachelor's thesis

Abstract:

The aim of the bachelor thesis is to describe and interpret the branding strategies of Czech Television. The time span of analysis is defined as the period from 1992 up to the present. All the channels under the brand of ČT as well as medial platforms like internet or mobile applications are the material for analysis in this paper. The methodology of the thesis will be based on similar works focused on the construction of the brand in television in Anglo - American context, primarily the materials written by Catherine Johnson (Tele-branding in Tviii 2007, Branding Television 2012, From brand congruence to the ?virtuous circle?: branding and the commercialization of public service broadcasting 2013) will be used. Therefore the proven methods of analysis of specified marketing strategies will be applied to the domestic (Czech) environment. Factually the bachelor thesis is focused on the components of branding television, for example on-screen and off-screen promotion, graphic design, format of programming strategies, multi platform mechanisms etc. Afterwards, a structured interview with the protagonist of branding of ČT will be realized. The paper will be written in English.

Abstract:

The aim of the bachelor thesis is to describe and interpret the branding strategies of Czech Television. The time span of analysis is defined as the period from 1992 up to the present. All the channels under the brand of ČT as well as medial platforms like internet or mobile applications are the material for analysis in this paper. The methodology of the thesis will be based on similar works focused on the construction of the brand in television in Anglo - American context, primarily the materials written by Catherine Johnson (Tele-branding in Tviii 2007, Branding Television 2012, From brand congruence to the ?virtuous circle?: branding and the commercialization of public service broadcasting 2013) will be used. Therefore the proven methods of analysis of specified marketing strategies will be applied to the domestic (Czech) environment. Factually the bachelor thesis is focused on the components of branding television, for example on-screen and off-screen promotion, graphic design, format of programming strategies, multi platform mechanisms etc. Afterwards, a structured interview with the protagonist of branding of ČT will be realized. The paper will be written in English.

Keywords

Czech Television, brand, promotion, logo, slogan, programme, Czech media environment

Language used: English

Date on which the thesis was submitted / produced: 24. 4. 2014

Accessible from:: 24. 4. 2014

Thesis defence

• Supervisor: Mgr. Jakub Korda, Ph.D.

PALACKÝ UNIVERSITY IN OLOMOUC

Philosophical Faculty

Bachelor programme / field:
Human Studies / Žurnalistika - Filmová věda