Reklama jako zdroj příjmů veřejnoprávní televize na příkladu České televize

Abstract

The thesis deals with functioning of the advertising market in the Czech Republic and its changes within the last few years. The digitization of television broadcasting system contributed to further fragmentation of the media market, the prohibition of the advertising complicated funding of Česká televize. The thesis examines the broadcasting of the commercials and its legal basics, the subjects of the advertising market and the relationships between them. The last part of the thesis follows up the advertising revenue of the Česká televize and its evolution in time.