Adapt or die? How traditional Spanish TV broadcasters deal with the youth target in the new audio-visual ecosystem
Miguel Casado, Josep Àngel Guimerà i Orts, Montse Bonet, Jordi Pérez Llavador
2022Critical Studies in Television The International Journal of Television Studies12 citationsDOIOpen Access PDF
Abstract
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.
Topics & Concepts
Adaptation (eye)The InternetOrder (exchange)Audio visualPoint (geometry)AdvertisingTelecommunicationsMultimediaComputer scienceBusinessWorld Wide WebPsychologyNeuroscienceGeometryMathematicsFinanceMedia and Digital CommunicationRadio, Podcasts, and Digital MediaMedia, Journalism, and Communication History