Promotion of Spanish scripted television on the internet: Analyzing broadcast-related websites' content and social audience

Charo Lacalle, Deborah Castro-Mariño

Research output: Contribution to journalArticleResearchpeer-review

6 Citations (Scopus)

Abstract

This article summarizes an investigation into the strategies employed to promote Spanish scripted television (TV fiction) on the Internet. The role of mediation between television networks and their audiences is studied through the content analysis of 515 broadcast-related web sites and 7, 849 comments posted by community managers and internet users with assumed feminine digital identities on official and unofficial sites. The official sites are mainly dedicated to providing more information about programs, which represents most of the feedback posted on unofficial sites. Despite extensive activity generated by televised fiction, television networks do not fully exploit these transmedia promotional resources.

Original languageEnglish
Pages (from-to)246-253
Number of pages8
JournalProfesional de la Informacion
Volume25
Issue number2
DOIs
Publication statusPublished - 2016

Keywords

  • Cultural intermediaries
  • Fiction
  • Promotion
  • Scripted television
  • Spain
  • Television
  • Transmedia
  • Web 2.0

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