Adapt or die? How traditional Spanish TV broadcasters deal with the youth target in the new audio-visual ecosystem
This paper analyses the way in which traditional broadcasters are reorienting their strategy to reach young audiences. From this starting point, we analyse the three specific offers launched very recently by Spain’s leading audio-visual groups for youth audiences. The online platforms constitute an...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universidad del País Vasco |
| Repositorio: | Addi. Archivo Digital para la Docencia y la Investigación |
| OAI Identifier: | oai:dnet:addi________::a82e6748eb60a04196133e41437ae2d7 |
| Acceso en línea: | http://hdl.handle.net/10810/78784 |
| Access Level: | acceso abierto |
| Palabra clave: | television public service media young audiences audio-visual platforms |
| Sumario: | This paper analyses the way in which traditional broadcasters are reorienting their strategy to reach young audiences. From this starting point, we analyse the three specific offers launched very recently by Spain’s leading audio-visual groups for youth audiences. The online platforms constitute an attempt to compete with the new internet-distributed video offerings that are gaining increasing ground across the world. These platforms (Flooxer from Atresmedia, MTMAD from Mediaset and PLAYZ from TVE) have contributed to the adaptation of their company groups to the new environment in order to get closer to this hard-to-reach young audience. |
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