Doing Business in the Commercial Media 1

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Subject guarantor:

Kateřina FRIČOVÁ

Name of lecturer(s):

Kateřina FRIČOVÁ

Learning outcomes of the course unit:

Basic introduction to entreprenurial principles in commercial press, radio and television.

Mode of study:

přednáška, diskuse, prezentace pozvaných hostů - špiček oboru

Prerequisites and co-requisites:

Linked to the bachelor's study. Lectures in management, media managament and law.

Recommended optional programme components:

No elective requirements.

Course contents:

Lectures will be divided into 4 blocks: Television, radio, print and new media:

Basic difference between private subjects and public media services

Common legislature, differing laws

Manners of financing individual media

Differing manners of selling advertising surfaces.

Differing manners of working with a creative team, journalists

Individual types of media will be given space in inequal amounts - they will be limited at the first lecture based on group discussions.

Television - „What have we least discussed in the last 4 years?“

What has digitalization brought and what will it bring? „Old“ and new media, relationships, mutual influences, mutual limiting.

Differentiation of stations, topic possibilities - strategic decisions. Operations themselves in relation to radio financing possiblities

Basic programming divisions - current, block: music according to a target group

Market orientation. Most frequent types of radio. Why?

Those interested in additional licenses - What all do I need to know? What to emphasize? What genre is missing?

Radio budgets in comparison to TV budgets

Manners of financing. Manners of selling advertising time - differences from TV

Market share research

Dealership

Print

Dailies, magazines - their division, largest publishers

Relationship of journalists and advertising departments.

Share of the advertising market. Manners of selling. Mediamix

Each individual topic will be supplemented by a guest with extensive experience

In discussions emphasis will be place on the ability of the students to understand individual medium and their differences and similarities.

If I want to work in one of these media, I must understand its complexity.

If I want to work in private media, I must understand public service media.

If I want to work in public service media, I must understand the working style of private companies.

The more specialized I wish to be, the more overall knowledge I must have.

Recommended or required reading:

Zákon o rozhlasovém a televizním vysílání 231/2001 Sb; Tiskový zákon 46/2000 Sb; Zákon o regulaci reklamy 40/1995 Sb;

www.radiotv.cz

www.digizone.cz

www.omd.cz

www.ceskamedia.cz

www.mediar.cz

www.louc.cz ...

Planned learning activities and teaching methods:

Lecture, discussion, guest presentations

Assessment methods and criteria:

Activty in lecture 20%

Test 60%

Oral test 10%

Course web page:

Note:

contact: fricovak@centrum.cz

Schedule for winter semester 2014/2015:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
Tue
Wed
Thu	místnost 334 Učebna KP 334 (Lažanský palác) FRIČOVÁ K. 17:20–18:55 (přednášková par. 1)
Fri

Date	Day	Time	Tutor	Location	Notes	No. of paralel
	Thu	17:20–18:55	FRIČOVÁ K.	Učebna KP 334 Lažanský palác		přednášková par. 1

Schedule for summer semester 2014/2015:

The schedule has not yet been prepared

The subject is a part of the following study plans:

• Production - Master (qualification subject)