Abstrakt
The project aims to research the transformation of the identity of the public service broadcaster (PSB) with focus on the use of new media, multi-platform expansion and the exploration of the non-linear distribution strategies. European public service broadcasting possesses a key position in both media and entertainment production which impacts the media industry within Europe (Donders, 2019; Van Es et al., 2020).
The focus of this paper is to expand research oriented on Czech media and audiovisual market with emphasis on Czech Television in the digital era. The project will focus on the exploration of non-linear distribution channels used to present and/or promote original content produced by Czech Television.
The timeframe (years 2018 - 2022) has been chosen to cover the last years, which are significant for the expansion of digital, and to illustrate the possible transformation in response to the covid-19 pandemic in 2020. The study methodology is divided into three successive phases.
Firstly, qualitative document analysis provides an overview of the institution's infrastructure and production management. Preliminary findings obtained in the first phase will be discussed and further developed in expert interviews conducted with respondents from the Czech TV (second phase).
The third phase will be aimed at finding out the viewpoint of the audience through a questionnaire survey. The discussion will offer a reflection on the ability to meet the demands of the contemporary viewer, modern society and younger audiences while at the same time fulfilling the service of public television.