Analýza využívání product placement v českých televizních seriálech

Abstract

The goal of this diploma work was to answer two basic questions. One of them was to find out the difference in using the product placement between two biggest private television stations on the Czech market. The second question, to which I was looking for an answer was comparison of placed products before and after the initiation of novelized product placement audio-visual law. For the analysis were chosen two serials of two biggest private Czech televisions - Nova (Ordinace v růžové zahradě) and Prima (Přešlapy) The analyses has shown increasing interest for product placement on both TV stations and as far as the frequency of placed products goes, is on Prima and Nova TV almost equal.