Marketingová komunikace v procesu digitalizace televizního vysílání

Abstract

Media has in today's society still an ever increasing significance.There is still forever new technology, due to information, developing from from all sides. And the media is generally very fast in modernizing. As well as abroad, and the Czech Republic has had to progress to the digitisation of television broadcasting. The aim of this thesis is to describe marketing communications in the process of digitalisation of television broadcasting. The successful introduction of digital technology is dependent on the elaborate information and marketing campaigns. The thesis is composed from the introduction and the conclusion of the three separate chapters, which are further categorised thematically. The introduction is followed by a chapter, which deals with the television market in the Czech Republic. This section explains the concept of the dual system of broadcasting. This is described and the Council for radio and television broadcasting and the media are a distinguished public service and the commercial media. The conclusion of this part is dedicated to the television audience, how it is measured and how it effected 2011. In the third part we deal with the information society, focusing on television broadcasts. First of all, this section focuses on the information society and the gradual work that entails to get to the digitisation and digital transmission on the Earth, the key points are, what are its advantages and disadvantages. In the conclusion, is analyzed the conditions needed for digital broadcasting. The last core part is focused on marketing communication during the process of digitalisation of television broadcasting. It is described in marketing communication, together with the procedure for the development of effective communication. This section also explains the reason for the creation of a national coordination group. This describes the whole campaign to the transition into digital broadcasting. As mentioned here, of course are the results of the research on the awareness of the transition to digital broadcasting. Finally, is discussed the future of digitisation and any possible modernization of television technology.