Cross-Media Production in Spain's Public Broadcast RTVE : Innovation, Promotion and Audience Loyalty Strategies
Franquet, Rosa, 1955- (Universitat Autònoma de Barcelona)
Villa Montoya, María Isabel (Universidad Pontificia Bolivariana)

Data:	2014
Resum:	Multiplatform content broadcasts are one way of securing the position of public-service broadcasting in a competitive and changing market. This research focuses on the cross-media fiction series Águila Roja (Red Eagle) and Isabel, produced by Globomedia and Diagonal TV for Radio Televisión Española (RTVE), the Spanish radio and television corporation. RTVE is a public-service broadcaster that has recently undergone a significant reconversion as a consequence of the recession and a new funding system based exclusively on financial contributions from the state, with a ban on paid advertising, which had been permitted in the past. We examine the way this organization creates productions for multiple platforms and the innovation strategies that support these processes. Using a comparative case study approach based on the actor-network theory, we found a strong 360-degree cross-media production logic in RTVE's fiction series. However, a detailed analysis reveals difficulties and contradictions regarding the efficacious use of each of the technological platforms available as well as limitations on the actions undertaken in the social media.
Drets:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.
Llengua:	Anglès
Document:	Article ; recerca ; Versió publicada
Matèria:	Transmedia televisions ; Production analysis ; Public service media
Publicat a:	International Journal of Communication, Vol. 8 (2014) , p. 2301-2322, ISSN 1932-8036

Adreça alternativa: https://ijoc.org/index.php/ijoc/article/view/2621

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