HOW TO EVALUATE EDUCATIONAL PROJECTS PRODUCED BY CZECH PUBLIC RADIO

This article questions the importance and the effect on the public of media education. It focuses on Czech Public Radio. According to research made by the Czech Statistical Office, the amount of educational programs on public radio stations is much higher than on private ones. Due to the higher impact of the media on the public, there is certainly a need for media responsibility and also, according to Bowen, media literacy. This article describes the significant projects of Czech Public Radio. Here we focus on how difficult it is to evaluate such projects and how the success of each project can be measured and if it is even possible. We use costs-benefits analysis (CBA) and the cost-minimization analysis (CMA) and we suggest a new way of project evaluation using marketing tools, especially webpage statistics.