![\"\"](\"https:\/\/zakrasnejsivimperk.cz\/wp-content\/uploads\/2023\/03\/04\/david-martinek.jpg\")
Zv\u00fd\u0161en\u00ed koncesion\u00e1\u0159sk\u00fdch poplatk\u016f a roz\u0161\u00ed\u0159en\u00ed povinnosti i na ty, kdo\u017e nemaj\u00ed televizor \u010di r\u00e1dio pova\u017euji za omyl. Televize m\u00e1 u\u017e nyn\u00ed zaru\u010den\u00e9 p\u0159\u00edjmy ve v\u00fd\u0161i 7,5 miliardy.<\/p>\n
To je \u00farove\u0148 p\u0159\u00edjm\u016f, na kter\u00fd mus\u00ed i velk\u00e1 korporace vynalo\u017eit obrovsk\u00e9 n\u00e1klady, \u00fasil\u00ed, talent a energii. Mus\u00ed zvl\u00e1dnout vyrobit \u00fasp\u011b\u0161n\u00e9 produkty, kter\u00e9 lidi cht\u011bj\u00ed, kupuj\u00ed je dobrovoln\u011b a dobrovoln\u011b za n\u011b plat\u00ed. P\u0159i\u010dem\u017e riskuje ka\u017ed\u00fdm \u0161patn\u00fdm rozhodnut\u00edm, \u017ee pokud nezvl\u00e1dne vytvo\u0159it produkty, o kter\u00e9 lid\u00e9 stoj\u00ed, m\u016f\u017ee se podnik tak\u00e9 ocitnout rychle v bankrotu. P\u0159\u00edklad\u016f je nepo\u010d\u00edtan\u011b.<\/p>\n
\u010cT neriskuje nic. Nam\u00edsto \u0161et\u0159en\u00ed, optimalizace n\u00e1klad\u016f, hodnocen\u00ed kvality produkce, osek\u00e1n\u00ed zbyte\u010dn\u00e9 produkce, vzniku nov\u00fdch po\u0159ad\u016f pro pos\u00edlen\u00ed plurality a objektivity, \u010di p\u0159\u00edpadn\u011b p\u00e9\u010di o v\u011brn\u00fd historick\u00fd obraz slo\u017eit\u00fdch \u010desk\u00fdch z\u00e1pas\u016f o existenci.. si \u010cT jednodu\u0161e navrhne a nech\u00e1 schv\u00e1lit z\u00e1konem zaji\u0161t\u011bn\u00fd p\u0159\u00edjem z ve\u0159ejn\u00fdch prost\u0159edk\u016f. Prosad\u00ed jej prost\u0159ednictv\u00edm mizern\u00e9 vl\u00e1dy, kter\u00e1 si takto, na opl\u00e1tku, poji\u0161\u0165uje vliv. A jede se zvesela d\u00e1l. Je to ale s\u00e1zka na \u0161patn\u00e9ho kon\u011b. Je to kr\u00e1tkozrak\u00e9 a pro \u010cT jde o \u0161patnou strategii.<\/p>\n
Jsem jednozna\u010dn\u00fdm zast\u00e1ncem ve\u0159ejnopr\u00e1vn\u00edch m\u00e9di\u00ed. D\u016fvodem je, \u017ee ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia mohou plnit roli nestrann\u00e9ho arbitra spole\u010densk\u00fdch proces\u016f. Mohou, ale nepln\u00ed.<\/p>\n
Zat\u00edmco komer\u010dn\u00ed m\u00e9dia tuto roli plnit mohou, ale nemus\u00ed, mohou klidn\u011b d\u00e1l stranit tomu \u010di onomu spole\u010densk\u00e9mu \u010di politick\u00e9mu proudu, jejich hlavn\u00edm c\u00edlem nen\u00ed vyv\u00e1\u017eenost, \u010di objektivita. Je j\u00edm zisk. Jinak by je jejich majitel\u00e9 neprovozovali.<\/p>\n
Nav\u00edc, komer\u010dn\u00ed m\u00e9dia, kter\u00e1 z\u00edskaj\u00ed zna\u010dn\u00fd dosah, mohou \u00fasp\u011b\u0161n\u011b plnit roli d\u011blov\u00e9ho \u010dlunu p\u0159i dob\u00fdv\u00e1n\u00ed medi\u00e1ln\u00edho prostoru pro tu, \u010di onu stranu spole\u010densk\u00fdch a politick\u00fdch z\u00e1pas\u016f. Prosazovat produkty, technologie, poklesl\u00fd vkus, z\u00e1bavu, infotainment.. to je \u010dist\u011b jejich v\u011bc a nikdo do toho nem\u00e1 moc co mluvit.<\/p>\n
Pokud se komer\u010dn\u00ed m\u00e9dium ujme i n\u00e1ro\u010dn\u00e9 role arbitra spole\u010densk\u00fdch a politick\u00fdch proces\u016f, m\u016f\u017ee se tak st\u00e1t, pak samoz\u0159ejm\u011b je to pot\u0159eba jen ocenit. Ale p\u00e9\u010di o objektivitu spole\u010densk\u00e9 reflexe nen\u00ed jejich \u00fakolem.
\nJe to \u00fakolem, prim\u00e1rn\u011b, ve\u0159ejnopr\u00e1vn\u00edch m\u00e9di\u00ed. U ve\u0159ejnopr\u00e1vn\u00edch m\u00e9di\u00ed nejde o sledovanost, oblibu, show, prosazov\u00e1n\u00ed, nato\u017e propagandu.<\/p>\n
Ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia jsou jedin\u00fdm m\u00edstem, odkud m\u00e1 do spole\u010dnosti proudit pravda. Zde se m\u00e1te dozv\u011bd\u011bt p\u0159esn\u011b, co se d\u011bje v dom\u00e1c\u00ed i zahrani\u010dn\u00ed politice, v byznysu, kultu\u0159e, sportu.<\/p>\n
Objektivn\u011b. Jasn\u011b. P\u0159esn\u011b. Bez p\u0159\u00edkras, obezli\u010dek, mentorov\u00e1n\u00ed. \u017d\u00e1dn\u00e1 agenda setting, framming, manipulace ve\u0159ejnosti, show, n\u00e1zorov\u00e1 zaujatost. Ne. \u010cist\u00e1, puristn\u00ed a objektivn\u00ed informace, padni komu padni.<\/p>\n
Je to jedin\u00e9 m\u00edsto, kde takov\u00e1 v\u011bc m\u016f\u017ee fungovat. Proto\u017ee na rozd\u00edl od komer\u010dn\u00edch projekt\u016f m\u00e1 k dispozici finan\u010dn\u00ed nez\u00e1vislost. Dok\u00e1\u017ee tak u\u017eivit lidi, kte\u0159\u00ed pravdiv\u00e9mu a objektivn\u00edmu hodnocen\u00ed reality v\u011bnuj\u00ed usilovn\u011b po cel\u00fd \u017eivot. Je to jin\u00fd druh tv\u016frc\u016f a novin\u00e1\u0159\u016f, ne\u017e u komer\u010dn\u00edch.<\/p>\n
Na tohle maj\u00ed j\u00edt pen\u00edze. Tito lid\u00e9 nepot\u0159ebuj\u00ed jen z n\u011b\u010deho platit slo\u017eenky. Pot\u0159ebuj\u00ed i dobr\u00e9 pr\u00e1vn\u00edky, zaji\u0161t\u011bn\u00ed a ochranu p\u0159ed zv\u016fl\u00ed mocn\u00fdch. Proto\u017ee. Pokud za\u010dnete \u0159\u00edkat pravdu, po\u010d\u00edtejte s t\u00edm, \u017ee takov\u00e1 \u010dinnost se neobejde bez velmi tvrd\u00fdch boj\u016f. A rozhodn\u011b nen\u00ed bez rizika.<\/p>\n
Proto si plat\u00edme ve\u0159ejnospr\u00e1vn\u00ed m\u00e9dia. Pro tento typ odvahy a pr\u00e1ce.<\/p>\n
V druh\u00e9m sledu, televize i rozhlas tak\u00e9 pot\u0159ebuj\u00ed n\u00e1stroje. St\u0159i\u017eny, z\u00e1znamovou techniku, archivy, auta, p\u0159enosovou soustavu, data, s\u00edt\u011b, vnit\u0159n\u00ed strukturu. Kvalitn\u00ed lidi. Neboj\u00e1cn\u00e9 investigativn\u00ed novin\u00e1\u0159e. Produk\u010dn\u00ed, re\u017eis\u00e9ry, st\u0159iha\u010de, tv\u016fr\u010d\u00ed staff. Spolupr\u00e1ci s obrovskou \u0161k\u00e1lou profes\u00ed. To stoj\u00ed n\u011bjak\u00e9 pen\u00edze. Pro to, aby ta v\u011bc dob\u0159e fungovala.<\/p>\n
Jak ukazuj\u00ed produkce parti\u010dek, usazen\u00fdch v televizi od pofid\u00e9rn\u00ed “televizn\u00ed revoluce”, ve\u0159ejnopr\u00e1vn\u00ed televize je d\u00e1vno za zenitem.<\/p>\n
A naopak. Jak ukazuje produkce dom\u00e1c\u00ed alternativn\u00ed sc\u00e9ny, kter\u00e1 dok\u00e1\u017ee h\u00fdbat celospole\u010densk\u00fdm d\u011bn\u00edm a kter\u00e1 se pohybuje po l\u00e9ta ve vesm\u00edru soci\u00e1ln\u00edch s\u00edt\u00ed a r\u016fzn\u00fdch na kolen\u011b vytv\u00e1\u0159en\u00fdch medi\u00e1ln\u00edch projekt\u016f: Pokud \u0159\u00edk\u00e1te pravdu, nepot\u0159ebujete toho hodn\u011b. Pot\u0159ebujete akor\u00e1t p\u0159e\u017e\u00edt. Proto\u017ee ten z\u00e1pas, z\u00e1pas o pravdu, m\u00e1te v krvi. A jde v\u00e1m sp\u00ed\u0161e o n\u011bj, ne\u017e o cokoliv jin\u00e9ho.<\/p>\n
V tomhle sv\u011btle m\u011b nep\u0159esv\u011bd\u010d\u00edte, \u017ee ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia pot\u0159ebuj\u00ed nafukovat rozpo\u010dty.<\/p>\n
Nepot\u0159ebujeme ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia ve st\u00e1vaj\u00edc\u00edm form\u00e1tu.
\nVe\u0159ejnopr\u00e1vn\u00ed m\u00e9dia pot\u0159ebuj\u00ed redukci, ekonomickou, technologickou, finan\u010dn\u00ed restrukturalizaci. Pot\u0159ebuj\u00ed zm\u011bnu. Pot\u0159ebuj\u00ed z\u00edskat odpov\u011bdnost v\u016f\u010di div\u00e1k\u016fm a ob\u010dan\u016fm.<\/p>\n
Jak to ud\u011blat? Je to velmi jednoduch\u00e9.<\/p>\n
Polo\u017ete si tyto ot\u00e1zky.<\/p>\n
Jste spokojeni s kvalitou produkce ve\u0159ejnopr\u00e1vn\u00edch m\u00e9di\u00ed?<\/p>\n
Jsou podle v\u00e1s ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia objektivn\u00ed v posuzov\u00e1n\u00ed a prezentov\u00e1n\u00ed spole\u010densk\u00fdch a politick\u00fdch proces\u016f?<\/p>\n
Kupovali byste tuto slu\u017ebu dobrovoln\u011b?<\/p>\n
M\u00e1te k dispozici n\u00e1stroj, jako pl\u00e1tci, voli\u010di, pro to, abyste dok\u00e1zali p\u0159\u00edpadn\u011b korigovat nep\u0159\u00edzniv\u00fd trend uvnit\u0159 ve\u0159ejnopr\u00e1vn\u00edho m\u00e9dia? A va\u0161e dan\u011b nebyly zneu\u017e\u00edv\u00e1ny proti V\u00e1m? (Nap\u0159. mo\u017enost odhl\u00e1\u0161en\u00ed poplatku.)<\/p>\n
Pokud si ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia nastav\u00ed tyto \u010dty\u0159i z\u00e1kladn\u00ed parametry na denn\u00ed b\u00e1zi a jejich pravideln\u00e9 m\u011b\u0159en\u00ed a vyhodnocov\u00e1n\u00ed uk\u00e1\u017ee podporu, pak maj\u00ed takov\u00e1 m\u00e9dia smysl.<\/p>\n
V opa\u010dn\u00e9m p\u0159\u00edpad\u011b podporovat st\u00e1vaj\u00edc\u00ed form\u00e1t nem\u00e1 smysl. Cesta pot\u00e9 vede jinudy.<\/p>\n
St\u00e1vaj\u00edc\u00ed ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia lze klidn\u011b i zru\u0161it. \u0158e\u0161en\u00ed probl\u00e9mu a p\u0159edev\u0161\u00edm pot\u0159eby nez\u00e1visl\u00e9ho zpravodajstv\u00ed a publicistiky lze vy\u0159e\u0161it rozumnou licen\u010dn\u00ed politikou. Licence a vys\u00edlac\u00ed prostor je mo\u017en\u00e9 poskytovat na z\u00e1klad\u011b 6 let\u00fdch medi\u00e1ln\u00edch cykl\u016f projekt\u016fm nez\u00e1visl\u00fdch provozovatel\u016f, kter\u00fdm je p\u0159izn\u00e1no pr\u00e1vo na zaji\u0161t\u011bn\u00ed n\u00e1klad\u016f, na z\u00e1klad\u011b rozhodnut\u00ed z\u00e1kona o spravedliv\u00e9m vypo\u0159\u00e1d\u00e1n\u00ed za provoz ve\u0159ejn\u00e9 medi\u00e1ln\u00ed slu\u017eby.<\/p>\n
Dal\u0161\u00ed obory a formy produkce \u2013 v\u00fdroba film\u016f, z\u00e1bavy, sportu \u010di provoz archiv\u016f je mo\u017en\u00e9 p\u0159esunou bez obt\u00ed\u017e\u00ed, za b\u011b\u017en\u00fdch komer\u010dn\u00edch podm\u00ednek, na bedra soukrom\u00fdch producent\u016f. Vys\u00edlatel a dr\u017eitel licence si pot\u00e9 m\u016f\u017ee p\u0159\u00edslu\u0161n\u00e9 produkty zajistit formou b\u011b\u017en\u00fdch kontrakt\u016f.<\/p>\n
Mantra, \u017ee ve\u0159ejnopr\u00e1vn\u00ed m\u00e9dia tady budou v\u011b\u010dn\u011b neobstoj\u00ed.<\/p>\n
Ony maj\u00ed konkr\u00e9tn\u00ed spole\u010densk\u00fd \u00fa\u010del. A pokud jej nepln\u00ed, pak nejsou jednodu\u0161e pot\u0159eba.<\/p>\n
<\/p>\n
FB<\/strong>\u00a0\u2013\u00a0David MARTINEK<\/strong><\/a>,\u00a0<\/strong><\/a>publicista<\/strong>,\u00a0re\u017eis\u00e9r, producent ve spole\u010dnosti\u00a0David Martinek Production<\/strong><\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Sn\u011bmovna schv\u00e1lila <\/p>\n","protected":false},"author":2,"featured_media":339181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[70,11,121],"tags":[],"jetpack_featured_media_url":"https:\/\/zakrasnejsivimperk.cz\/wp-content\/uploads\/2025\/03\/05\/martinek-060325.jpg","_links":{"self":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/339136"}],"collection":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=339136"}],"version-history":[{"count":2,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/339136\/revisions"}],"predecessor-version":[{"id":339180,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/339136\/revisions\/339180"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/media\/339181"}],"wp:attachment":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=339136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=339136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=339136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nJin\u00e9 \u010dl\u00e1nky autora:<\/h6>\n
DAVID MARTINEK: P\u0159\u00edb\u011bh hoch\u0161taplera je u konce<\/a><\/h4>\n
DAVID MARTINEK: Den kolaborant\u016f<\/a><\/h4>\n
DAVID MARTINEK: Pr\u016flom<\/a><\/h4>\n
DAVID MARTINEK: Styd\u00edm se za Petra Fialu<\/a><\/h4>\n
DAVID MARTINEK: V\u011bdom\u00ed, ve v\u00edru v\u011bk\u016f<\/a><\/h4>\n
DAVID MARTINEK: Traktory v Praze. Protest zem\u011bd\u011blc\u016f proti Green Dealu. Evropsk\u00e1 unie a dom\u00e1c\u00ed zem\u011bd\u011blstv\u00ed<\/a><\/h4>\n
DAVID MARTINEK: Raku\u0161anovo karvinsk\u00e9 extempore<\/a><\/h4>\n
DAVID MARTINEK: Skirmish diletant\u016f vs. princip budov\u00e1n\u00ed st\u00e1tu<\/a><\/h4>\n
\n