Comparative analysis of the broadcaster’s Twitter strategies of the highest-rated British and Spanish TV series

Celina Navarro; Matilde Delgado; Elisa Paz; Nuria Garcia-Muñoz; Alba Mendoza

doi:10.1386/cjcs_00041_1

Comparative analysis of the broadcaster’s Twitter strategies of the highest-rated British and Spanish TV series

Celina Navarro, Matilde Delgado, Elisa Paz, Nuria Garcia-Muñoz, Alba Mendoza

Research output: Contribution to journal › Article › Research › peer-review

2 Citations (Scopus)

Abstract

The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.

Original language	English
Pages (from-to)	101-119
Number of pages	19
Journal	Catalan Journal of Communication & Cultural Studies
Volume	13
Issue number	1
DOIs	https://doi.org/10.1386/cjcs_00041_1
Publication status	Published - 1 Apr 2021

Keywords

Live tweeting
Liveness
Second screen
Social television
TV fiction
Twitter

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10.1386/cjcs_00041_1

Cite this

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title = "Comparative analysis of the broadcaster{\textquoteright}s Twitter strategies of the highest-rated British and Spanish TV series",

abstract = "The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.",

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author = "Celina Navarro and Matilde Delgado and Elisa Paz and Nuria Garcia-Mu{\~n}oz and Alba Mendoza",

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AU - Navarro, Celina

AU - Delgado, Matilde

AU - Paz, Elisa

AU - Garcia-Muñoz, Nuria

AU - Mendoza, Alba

PY - 2021/4/1

Y1 - 2021/4/1

N2 - The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.

AB - The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.

KW - Live tweeting

KW - Liveness

KW - Second screen

KW - Social television

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Comparative analysis of the broadcaster’s Twitter strategies of the highest-rated British and Spanish TV series

Abstract

Keywords

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De la hegemonía a la competencia: transformaciones en las estrategias programáticas de las televisiones públicas europeas en los últimos 30 años (UE5)

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Comparative analysis of the broadcaster’s Twitter strategies of the highest-rated British and Spanish TV series

Abstract

Keywords

Access to Document

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De la hegemonía a la competencia: transformaciones en las estrategias programáticas de las televisiones públicas europeas en los últimos 30 años (UE5)

Cite this