Brand Building ČT24

Abstract

This bachelor thesis is concerned with CT24 - digital news channel operated by Czech public broadcaster Ceska televize (Czech Television). Thesis covers the development of the brand of this channel and its practical impact. Documents how the brand succeeded in getting into general knowledge even though the coverage with digital television signal is quite low. Documents connection between quality of provided information and popularity and perceived credibility oft he channel. The main part analyses the mission, identity and basic values of CT24 and describes particular components which supports these brand attributes. Describes the origination and 2-year progress of news channel and instills it into the context of news channels in the Central European region. By the help of research data provides the audience characteristics analysis. The thesis also analyses the impact of the internet portal www.ct24.ez on the position of this channel in the Czech Republic and among Czech speakers abroad. Describes how the Internet as a new medium is being utilised, both as a source of broader information and as an archive of past broadcasts that are constantly accessible. Finally covers impact of the news channel as an opinion making entity and reflec ts its appeal among advertisers. Powered by TCPDF (www.tcpdf.org)