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 constitut...
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Published in | Critical studies in television Vol. 18; no. 3; pp. 256 - 273 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
London, England
SAGE Publications
01.09.2023
Sage Publications Ltd |
Subjects | |
Online Access | Get full text |
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Summary: | 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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ISSN: | 1749-6020 1749-6039 |
DOI: | 10.1177/17496020221076983 |