Hybrid television as a supersegmentative instrument

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Hybrid television as a supersegmentative instrument

Popis výsledku v původním jazyce

Implementation of hybrid broadcasting on the pattern of Germany will bring a revolution in television broadcasting to the Czech market which will transform from linear broadcasting to nonlinear one. The television then will, with the assistance of the Internet connectivity, offer content on request fully individualised for the individual viewer. This will also bring a revolutionary development of goal-directed advertisements and so the system of advertising on the television set will change radically from massmedia to hypersegmented channel. Czech Television is preparing for a full implementation of HbbTV within 4 years and thus gain a competitive advantage in the form of more than 40,000hours of television broadcasting acessible free as VOD. On the basis of already functioning hybrid broadcasting in Germany and advanced tests of the Czech Television, this article offers a list of possibilities both for clients and for advertising customers who will have to consider these new instrumen

Název v anglickém jazyce

Hybrid television as a supersegmentative instrument

Popis výsledku anglicky

Implementation of hybrid broadcasting on the pattern of Germany will bring a revolution in television broadcasting to the Czech market which will transform from linear broadcasting to nonlinear one. The television then will, with the assistance of the Internet connectivity, offer content on request fully individualised for the individual viewer. This will also bring a revolutionary development of goal-directed advertisements and so the system of advertising on the television set will change radically from massmedia to hypersegmented channel. Czech Television is preparing for a full implementation of HbbTV within 4 years and thus gain a competitive advantage in the form of more than 40,000hours of television broadcasting acessible free as VOD. On the basis of already functioning hybrid broadcasting in Germany and advanced tests of the Czech Television, this article offers a list of possibilities both for clients and for advertising customers who will have to consider these new instrumen

Druh

D - Stať ve sborníku

CEP obor

AJ - Písemnictví, mas–media, audiovize

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Mezinárodní Baťova konference pro doktorandy a mladé vědecké pracovníky

ISBN

978-80-7454-138-4

ISSN

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e-ISSN

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Počet stran výsledku

5

Strana od-do

1-5

Název nakladatele

Univerzita Tomáše Bati ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

19. 4. 2012

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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