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- Title
Entre la competencia y la supervivencia: nuevas estrategias digitales de la radiotelevisión pública vasca (EITB).
- Authors
Mendieta Bartolomé, Ana
- Abstract
The consolidation of the streaming platforms (OTT) has caused a strong competition between the different television operators of the broadcasting industry in Spain in an increasingly fragmented and personalized market. In addition, there has been a radical transformation of the consumption habits. Young people don't watch the regional television channels, which have been losing audiences since 2004. This work analyzes the digital strategies utilized by the Basque Public Radio and Television (EITB) in order to compete with the streaming platforms and attract audiences, mainly Basque-speaking youth, with Basque-language contents. The article is based on the analysis of documents of EITB which detail its digital strategies, and the quantitative data gathered by the research group LOCALCOM regarding linear and digital audiences, social media, and mobile apps of the Basque public corporation between 2019 and 2021. EITB has implemented a transversal organizational restructuring to adapt to a multiplatform strategy, it has increased its digital audiences and social media followers, renovated its mobile apps, and experimented with new OTT platforms. However, EITB faces the challenge of creating multiscreen contents different from those offered by the big platforms, as well as finding new ways of financing itself without interfering with its public service mandate.
- Subjects
SPAIN; TELEVISION broadcasting; YOUNG adults; PUBLIC radio; MOBILE apps; TELEVISION viewing; HABIT; AUDIENCES
- Publication
Estudios sobre el Mensaje Periodistico, 2022, Vol 28, Issue 2, p353
- ISSN
1134-1629
- Publication type
Article
- DOI
10.5209/esmp.77487