| Summary: | Purpose—The purpose of this paper is to analyze the approach to listeners of the Czech radio. This paper is based on current trend of exposing every piece of information on web sites, especially using Facebook or Twitter. Because of this new attraction the Czech national public radio called “Český rozhlas” (Czech Radio, further also mentioned as ČRo) is trying to use these new media and to follow the international example. Český Rozhlas is known mainly by the older generation and by using these social utilities is trying to increase the number of younger listeners, because according to Vojtěch Bednář (Bednář, 2011) the largest group of Facebook users is from 18 to 34 years old. The Czech radio intends to draw attention to a whole new web concept, such as listening to the radio, cooperating on web projects and educating the younger generation. The greatest icon for Czech radio is BBC. Even though the quality of the program plays a main role and is also regulated by the law and parliament, it becomes more obvious, that without proper marketing the younger generation will not learn to listen to something else than the top charts. We have gathered as much information as we could and we compared the ways how the web marketing would be done according to Avinash Kaushik (Kaushik, 2007). At the end we suggest some improvements for the Czech radio marketing strategy.Design/methodology/approach—The approach is to study web visits and the effectiveness of Facebook and Twitter profile. We measured the Český rozhlas’s web visits during past two years using Google analytics and other web media. We summarized the good and bad attempts and suggested the next move.Findings—We measured number of Facebook friends in the last two years, we analyzed how many people click on Český rozhlas web page. We realized that the younger generation is the one that spends the most of a time on Facebook. The number of Friends and Likes of Český rozhlas doubled over the past two years thanks to young people. We came to a conclusion that younger generation uses web from all of the new media the most and that the number of Facebook friends is steadily increasing surprisingly thanks to young people. For that reason the theory of investing into new media such as Facebook and Twitter is a good way how to increase the number of listeners and how to improve the overall knowledge about the public radio and more importantly to educate people and spread knowledge, which is the main purpose of the national Czech radio.Research limitations/implications—This research is limited by the amount of information provided by the Czech radio and also by the length of the Facebook campaign.Practical implications—This paper will contain practical suggestions for the Czech radio which were developed according to this research. These suggestions and ideas could be used after modification by other radios in transition European countries.Originality/Value—Such a paper has never been written. It presents practical knowledge based on current data about Czech radio and compare its marketing methods with advices and strategies described by Bednář (Bednář, Marketing na sociálních sítích, 2011), Dědiček (Dědiček, 2010) ans O‘Reilly and Milstein (O’Reilly, 2009) .
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