TV informs
As more primarily fictional content moves to streaming platforms, the significance of news channels and programmes as the dominant content for traditional continuous television broadcasting grows. Television remains one of the main sources of information for the general public, with millions of people worldwide turning to news channels to stay informed about events both at home and globally. Thanks to globalisation and technological advancements, it is now possible to watch events in real time, even on the other side of the world. The news and informational function of television becomes increasingly important, especially during crises and exceptional events, when access to verified information is crucial.
For a practical example, we don’t have to look far back in time. During the COVID-19 pandemic, television networks worldwide informed the public about exceptional measures, statistical data, and expert recommendations. Similarly, during recent floods, television crews were on the scene. The same applies to other events such as earthquakes in Turkey, hurricanes in Florida, or wildfires in Greece and California. Television broadcasting also adds the value of functioning as a coordinator for humanitarian aid. Moreover, television news is irreplaceable when it comes to reporting on elections. As demonstrated by recent presidential elections in the U.S., special programming on television is something that would be difficult to replicate outside of television studios.
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Most viewers in the Czech Republic likely follow news broadcasts on ČT24 or CNN Prima NEWS, both of which offer 24/7 programming filled with up-to-date information, analyses, and special reports.
Thanks to globalisation, it is now easy to follow major international news channels such as CNN, BBC, or Al-Jazeera. These networks often provide more detailed coverage of international topics that Czech television channels might not address as extensively. This highlights the crucial role television plays in the functioning of a modern democratic society, as an informed public is one of the essential conditions for its healthy development. Without television, achieving this goal would be significantly more challenging.
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TV educates
An informed society is also a necessary foundation for an educated society. Even today, television broadcasting remains an important tool for education, benefiting both children and adults. Beyond the already mentioned news programs, this role is primarily fulfilled by documentary productions and various educational shows, often including popular knowledge-based competitions. With this broad range of formats, viewers can choose the method of education that suits them best. These programmes cover diverse areas of life, from science and history to lifestyle topics. Some documentaries have even gained such widespread acclaim that they are regarded as among the finest creations in television production.
An example of television’s educational impact is the British 11-part documentary series Planet Earth, narrated by naturalist David Attenborough, first aired by the BBC in 2006. The series captivated viewers with unprecedented footage of nature, showcasing diverse ecosystems around the world, many of which were unfamiliar to the public. The documentary sparked a renewed interest in environmental protection and ecology, prompting some political leaders to pay greater attention to these critical issues. At first glance, the documentary may have seemed unassuming, but it had significant real-world impacts. In the era of global warming, this represents a highly positive contribution. It was far from being just an ordinary educational programme for children.
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The educational role of television logically focuses on children. Many stations allocate specific programming blocks to the youngest viewers, especially during the early afternoon on weekdays and in the mornings on weekends. Broadcasters seek a balance between entertaining fictional programmes and educational non-fiction during these times. During the pandemic, television even partially substituted and supplemented the role of the school educational system. In the Czech Republic, this effort was symbolised by “UčíTelka,” a programme designed for children who could not attend school due to the measures in place. Television thus plays a multifaceted role – expanding viewers’ interests and horizons, contributing to lifelong education, and aiding the cultivation of society. It proves that its mission is not only to entertain but also to educate and develop our society.
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TV cultivates
Culture is a fluid concept, evoking slightly different ideas in each individual. For some, it is synonymous with broader, subconsciously perceived traditions that act as a binding force within society; for others, the term is primarily associated with popular culture. Whatever culture may mean to you, it has long been closely intertwined with television as a medium that serves as its carrier. Television offers viewers a unique gateway to art, music, literature, or traditions that might otherwise remain out of reach—whether due to geographical reasons or simply because viewers were unaware of their existence until exposed to them through television broadcasting.
One example is Folklorika, a programme broadcast by Česká televize (Czech Television). While it may not be a massive hit in terms of viewership, it plays an irreplaceable role in the Czech media landscape. The show focuses on folk traditions and regional customs, which for some citizens are part of everyday life, while for others, they may seem almost like fiction. And this is within a country spanning just 78,000 square kilometres. Imagine the importance of similar programmes in larger and more culturally diverse nations. In this context, television acts as a preserver of values—in this case, a shared, albeit sometimes forgotten, cultural heritage. Live broadcasts centred on national holidays or significant events further demonstrate television’s potential to strengthen national identity and bridge generational divides.
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Television is also one of the main platforms where discussions about key societal issues take place. These discussions are, of course, part of news broadcasts but also feature prominently in lifestyle programmes and talk shows. The topics may range from current events in pop culture to more serious issues such as gender equality, environmental concerns, or human rights. This format is particularly popular in the United States, exemplified by well-known late-night shows, but it also has its equivalents in the Czech Republic. Programmes like Všechnopárty or Show Jana Krause provide an ideal space for exchanging opinions and conducting interviews with figures from various fields. In this way, television demonstrates that everyone has the right to their own worldview and that we live in a society founded on respect for diverse perspectives.
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TV entertains
Watching television should, above all, be entertaining. This function is absolutely essential and irreplaceable for TV. Viewers often sit down in front of their screens to relax or escape the realities of daily life. Today, television channels offer an immense variety of films and series to choose from, as well as programmes for sports fans. Thanks to the interconnections among global media companies and content syndication, it is now easy to watch international shows immediately after their premiere. This benefits both viewers and broadcasters. Additionally, the quality of television production continues to rise—a trend that symbolically began at the turn of the century during the era often referred to as quality TV. The biggest television hits today frequently surpass traditional cinema in terms of production values, writing, narrative structure, and popularity.
Every viewer has their own preferences and expectations for their time spent watching television. Some want to simply “switch off” and unwind, while others seek programmes that engage them intellectually. One person might prefer comedies, while another gravitates towards drama. A testament to the enduring popularity of certain shows is the longevity of those that have remained on air for decades. Among them are the American animated series The Simpsons and South Park, both of which are popular in the Czech Republic. Over the years, they have taken on the role of cultural guides and commentators on current events. Even after decades, they continue to maintain a broad fan base, demonstrating their adaptability and relevance. In the Czech context, detective dramas are especially beloved, a fact reflected in the offerings of the main television stations. This genre is among the most popular and is featured on both the public broadcaster, Czech Television, and commercial networks like TV Nova and FTV Prima.
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A specific category of television programming is sports broadcasting, which differs significantly in nature from traditional fictional and non-fictional content. While some sports appeal primarily to niche groups of fans, the role of television takes on an entirely different significance during major championships. In the Czech context, this includes domestic and international football and hockey tournaments, tennis competitions, and the Olympic Games. Broadcasts of these events have the power to unite millions of viewers, offering them intense emotional experiences. It is also evident that during these sporting highlights, the nation comes together far more than usual. This demonstrates that entertainment can naturally intersect with another key function of television: fostering unity and reinforcing a sense of belonging.
TV sells
Television isn’t free. Given the multitude of roles this medium fulfils, it’s clear that it requires mechanisms to sustain itself financially. Fortunately, television screens are an exceptionally attractive platform for advertising and marketing, primarily due to their massive reach. Television has the ability to connect with an enormous audience in a very short time, making it one of the most sought-after advertising platforms. Television advertising is among the most expensive but also one of the most effective and creative formats across media types. This advantage stems from the audiovisual nature of television broadcasts, which allows brands to craft impactful and emotionally engaging campaigns.
The attractiveness of advertising space depends on its placement within the programme schedule. The more popular the show, the higher the cost of advertising time. The most prominent slots include massively viewed broadcasts, such as the Super Bowl in the US, where ad breaks are not only extremely expensive but also considered some of the most effective. In addition to traditional ad spots, television increasingly employs product placement—subtly incorporating specific products directly into the narratives of films and series. This approach effectively “breaks the fourth wall,” making the product a natural part of the on-screen environment. Favourite characters might drive a particular car brand, wear specific fashion labels, or drink a recognisable brand of alcohol. Such practices have significant psychological effects on viewers, influencing their consumer behaviour through their connection with beloved on-screen heroes. In this way, television plays a crucial role in strengthening brand reputation and is an integral component of the global economic system.
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Considering that television also serves economic interests, it is essential to have clearly defined boundaries for what is permissible and what is not. Therefore, most countries have established regulatory bodies that oversee the content of television broadcasts as well as their behind-the-scenes aspects. In the Czech Republic, the highest authority in this area is the Council for Radio and Television Broadcasting, which ensures compliance with broadcasting laws. Advertising and marketing are specifically overseen by the Advertising Council, which sets standards for advertisers and issues ethical codes for them to follow. These regulatory institutions play a crucial role in ensuring that television does not lose its credibility and does not become merely a tool for generating profit at the expense of other functions such as education, cultivation, or uniting society. The regulatory framework thus ensures that television can continue to operate as a comprehensive medium with a wide societal impact.
TV connects
As mentioned earlier, television has a unique ability to bring people together through shared experiences. This cohesive function is arguably one of the most important for society, as it breaks down barriers between individuals through pure and unfiltered emotions. Viewers across the globe share common feelings while watching major events, whether it is the final of the Football World Cup or international competitions like Eurovision. Some of these experiences are more regionally focused, while others are universal. For example, during the Olympics, broadcasts are typically watched by audiences worldwide. Although each country primarily supports its own athletes, the emotions experienced in different corners of the world are surprisingly similar.
For many Czechs, the approach of Christmas is accompanied by the anticipation of spending time with family or friends, and enjoying television programmes that consist largely of traditional Christmas fairy tales and romantic comedies on most channels. Such programming has become a distinctive social phenomenon—people eagerly look forward to films they might have seen dozens of times before. This repetition doesn’t bother them, as these films are closely associated with the festive atmosphere of peace and comfort. A similar phenomenon can be observed in special broadcasts celebrating the New Year. For example, CNN regularly airs the countdown to midnight live from Times Square in New York, an event that has become a much-anticipated television tradition.
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Television also has the power to create massive global fan communities, which often differ from those formed around traditional films. In the case of TV series, this is largely due to the unique characteristics of serialised storytelling—ongoing narratives inspire fans to engage in online discussions and develop more or less plausible theories about future plot developments. A similar level of audience engagement can also be observed with sports broadcasts. Even in times of crisis, charity programmes and fundraising events hold tremendous power—they can foster a sense of universal solidarity and unity among viewers.
Even in the digital age, television remains an irreplaceable medium. Its ability to deliver vital information, support education, preserve cultural heritage, and provide moments of shared joy and suspense makes it a medium with immense social impact. While the media landscape continues to evolve, television consistently finds new ways to engage viewers and remain relevant in their daily lives. Its influence on shaping modern society is undeniable. In these dynamic times, it is therefore important to view television not only as a source of entertainment but also as a tool that connects people and reinforces the values upon which society is built.
