Web production of Czech Television through the eyes of Generation Z: Analysis of Gen Z preferences and their approach to web-only content

The diploma thesis focuses on the web production of Česká televize from the perspective of Generation Z. The main aim of the thesis is to determine what knowledge this generation has about iVysílání and to analyze their preferences and perceptions towards web shows. The thesis uses a combination of quantitative and qualitative research. The quantitative data obtained through the questionnaire survey provides an overview of Generation Z´s knowledge of web production and their preferences, while the qualitative interview with iVysílání representative offers deeper insight into Česká televize´s content production strategy for Generation Z. The results show that Generation Z has meager knowledge of the content available on the iVysílání platform. Young viewers are more familiar with the web projects on the other platforms, suggesting that Česká televize should increase its efforts in advertising to reach this target group and raise their knowledge of its activities.