The importance of regional private radio stations today and in the near future

This rigorosum thesis is concerned about the importance of private regional radio stations, recently as well as in the near future. For this purpose, there had been conducted a quantitative research, which was realized on a representative sample of respondents, relevant to the audience of private radio stations. The secondary objective of the research was to find out how the audience consumes private regional radio stations' broadcasting. The methodology used to conduct the research was CATI. The theoretical part of this thesis describes the history and development of the regional radio market in the Czech Republic after the year 1989 in 5 years cycles up to the year 2015. The practical part of this thesis includes defined hypothesis and is concerned about the research itself, its methodology, definition of the respondents' sample, its results and their analysis. In the conclusion of this thesis, its key findings are confronted with its original objectives and the defined hypothesis are either confirmed or disproved. Keywords analysis, broadcasting, information, listening, national, private, preferences, questionnaire, radio station, regional, research, technical device