Product Placement in the Czech Television Milieu

The diploma thesis concerns with the actual problems of product placement in the Czech television milieu. The works examines the conditions of this milieu for the application of PP and the approach of the particular televison channels to its future use. The thesis is divided into five chapters. The first chapter illuminates the goals of the thesis and the metodology of getting information. The second chapter brings theoretical background to the problems of PP. The next chapter analyzes general conditions in which PP works in the Czech television milieu. The chapter four brings the analysis of the PP-process in the television background and the last chapter describes the approach of the particular televison channels to PP and their programme possibilities for product placement