TY - JOUR
T1 - Adapt or die? How traditional Spanish TV broadcasters deal with the youth target in the new audio-visual ecosystem
AU - Casado, Miguel
AU - Guimerà, Josep Àngel
AU - Bonet, Montse
AU - Llavador, Jordi Pérez
N1 - Publisher Copyright:
© The Author(s) 2022.
PY - 2023/9
Y1 - 2023/9
N2 - 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.
AB - 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.
KW - audio-visual platforms
KW - public service media
KW - Television
KW - young audiences
UR - https://www.scopus.com/pages/publications/85126259995
U2 - 10.1177/17496020221076983
DO - 10.1177/17496020221076983
M3 - Article
AN - SCOPUS:85126259995
SN - 1749-6020
VL - 18
SP - 256
EP - 273
JO - Critical Studies in Television
JF - Critical Studies in Television
IS - 3
ER -