Programming and Business

Display Schedule

Code Completion Credits Range Language Instruction Semester
305PO ZK 3 2T Czech winter

Subject guarantor


Name of lecturer(s)


Learning outcomes of the course unit

  1. To introduce contemporary and historical programming in European and American open (free) commercial and public television,
  2. To introduce the most important aspects of television international commerce, and also rights to Audiovisual works.
  3. At the end of the semester the students are to be able to independently complete a simple (program) project of a new television station.

Mode of study

Interactive lecture, discussions, screenings, analyses of AVD sample and television station web pages.

Prerequisites and co-requisites

Intended for master's study students and mastery of the previous material related to the trade at the bachelor's level is required.

Course contents

  1. The most important foundations of television content. Creation of a program scheme as the result of a considered content strategie. Mission, vision, value, aims, plans. Overall program constructed of programs. Television and new media.
  2. Programming a television channel. Managing brands and position on the market. PR and external communications. On-air promotions. Campaigns. Relevant sets of channels on a remot control. Sponsoring. Television programs on the internet. Viewer research.
  3. Survey of television genres I. Newscast and journals, sports, music and others. Direct broadcast. Magazines, Documentary. Animated film. Entertainment competition programs, and others, reality shows, docu-soaps.
  4. Survey of television genres II. Drama genres - mini-series, series, soap opera, daily soap, telenovela, sitcom. History and current development in European and American television. Production and Producing particulars.
  5. Programming strategies in competition environments. Focused programs. Building a publcic. program flow in broadcast, anti-programming, so called scheduling strategy and tactics (dayparting, stripping, bridging, hammocking, etc.), Topic days.
  6. Minute and second microstructure of a programming scheme, commercial breaks, on-air promotions, adverstisement, sponsoring. advertising in the public interest.
  7. Borrowed programs and archives. The programm library (fund) and its managment. How, in broadcast, to effectively handle the program library of borrowed programs and the original creations archive.
  8. The international commercial environment. How to maneuver in the world of the international film and television market and what is needed to know and be able to do. The most important producers and distributors. What films and TV programs can be found with them.
  9. Business negotiations and television practice. The path of the contract and licencing process. Licencing contracts on the transfer of TV broadcasting rights. Merchandising. Publishing. Format rights. From personal negotiations or commercial correspondence through to the deal memo or complete contract.
  10. A map of world television. The most important world producers and TV content distributors.
  11. Digital television and its environment. EU directives on audiovisual media services and their application in our legal system. Convergence of telecommunication, computer technology and electronic media. New media.

Recommended or required reading

Bednář, J.: Digitální televize,Sdělovací technika, Praha 2004

Blumenthal H.J., Goodenough O.R.,: This Business of Television, Billboard Books , New York 1991

The Guerilla Film Makers Handbook, Chris Jones and Genevieve Joliffe, Continuum Intl Publishing Group - Academi, London-New York 2000 - 2003

The Guerilla Film Makers Movie Blueprint, Chris Jones, Continuum Intl Publishing Group - Academi, London-New York, 2003

Mediální slovník ARBO media, ARBOmedia, Praha 2004

Vane E.T., Gross L.S.: Programming for TV, Radio and Cable, Focal Press Boston-London 1994.

Assessment methods and criteria

The student must, by the deadline submit the final semester work: a project proposal of a new television (internet) station (full-format or topical) for the market. Students must propose the marketing, financing, distribution and financial plan of that project. In particular, they must develop the broadcast scheme in detail (on the table) with a title and description of individual programs.

The student must defend the project at the oral exam + respond to random questions (one of ten which will be available at the beginning of the semester). In the overall grading the overall quality is valued at approx. 50%. The value of the oral defense is approx 20% and the value of the knowledge test results is approx. 30%.

Course web page

Further information

This course is an elective for all AMU students

Schedule for winter semester 2019/2020:

room 334
Room No. 334

(Lažanský palác)

(lecture parallel1)
Date Day Time Tutor Location Notes No. of paralel
Tue 13:10–14:45 Room No. 334
Lažanský palác
lecture parallel1

Schedule for summer semester 2019/2020:

The schedule has not yet been prepared

The subject is a part of the following study plans