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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Bibliographic Details
Published inCritical studies in television Vol. 18; no. 3; pp. 256 - 273
Main Authors Casado, Miguel Á, Guimerà, Josep À, Bonet, Montse, Llavador, Jordi Pérez
Format Journal Article
LanguageEnglish
Published London, England SAGE Publications 01.09.2023
Sage Publications Ltd
Subjects
Audiences
Broadcasting
Internet
Youth
young audiences
Television
audio-visual platforms
public service media
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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.
ISSN:1749-6020
1749-6039
DOI:10.1177/17496020221076983