Handbook of Social Media Management pp 349-373 | Cite as
Distributing Audiovisual Contents in the New Digital Scenario: Multiplatform Strategies of the Main Spanish TV Networks
Abstract
The audiovisual entertainment business is undergoing a key moment due to several reasons: the Internet boom, its convergence with television, the prominence of the user as well as the digitalization of the production and distribution processes. Although this phenomenon was initially originated by technological factors, its consequences affect to the whole audiovisual industry and, more specifically, to the very core of the business—contents.
In this context, fiction and entertainment contents must be developed since its first stage for a multimedia and interactive consumption in order to be enjoyed by the audience on a wide range of platforms. From this perspective, successful contents demands capability to be multi-platform distributed and customized by the consumer. In this regard, its interactive options, its potential to create a prestigious brand and a profitable business model, and, last but not least, its power to tell an original transmedia story.
This chapter tries to figure out the most innovative trends in production, distribution and commercialization of multi-platform contents in the case of the main television networks in Spain. In this sense, we are presenting a comparative analysis of their different multi-platform strategies following a two-step methodology: firstly, a descriptive study of their respective websites, online players, mobile apps and social networks’ profiles; secondly, questionnaires to the multimedia managers of the chief networks together with some personal interviews.
The preliminary results of this research prove that, in the Spanish case, the convergence of television and the Internet is revolutionizing the production and commercialization of audiovisual contents, although it is also clear that is still in a challenging first stage.
Keywords
Business Model Social Networking Site Television Channel Television Network Television OperatorNotes
Acknowledgments
This chapter forms part of two subsidized research projects: New Consumption Habits in Audiovisual Contents: Impact of Digitalization on the European Media Diet, financed by the Spanish Ministry of Education and Culture for the period 2011–13 (CSO2010-20122); and The Impact of Digitalization on the Spanish Audiovisual Industry (2011–13), financed by the University of (PIUNA).
References
- Adams, M. (2009). Bullpen: Implementing multiplatform TV. Communications Technology, 26(12), 3.Google Scholar
- Alonso, J. F. [online] (2011, July16). RTV E, Telecinco y Telefónica ensayan la futura “television conectada”. ABC. Available at: http://www.abc.es/20110716/television/abcp-rtve-telecinco-telefonica-ensayan-20110716.html
- Álvarez Monzoncillo, J. M., & Menor, J. (2010). Previsiones sobre los recursos del audiovisual. La televisión, entre la gratuidad y el pago. Telos, 85, 36–44.Google Scholar
- Anderson, C. (2006). The long tail: Why the future of business is selling less of more. New York: Hyperion.Google Scholar
- Arrojo, M. J. (2010). Nuevas estrategias para rentabilizar los contenidos. Distribución y financiación de formatos audiovisuales en Internet. Telos, 85, 117–128.Google Scholar
- Artero, J. P. (2010). Online video business models: YouTube vs. Hulu. Palabra Clave, 13(1), 111–123.Google Scholar
- Bloowfiald, M. (2010, July). Slow start for Spanish Online TV. Screen Digest, p. 204.Google Scholar
- Blumenthal, H. J. & Goodenough, O. R. (2006). This business of television. New York: BillBoard Books.Google Scholar
- Bolin, G. (2010). Digitization, multiplatform texts, and audience reception. Popular Communication, 8(1), 72–83.CrossRefGoogle Scholar
- Cebrián, M. (2003). Estrategia multimedia de la televisión en Operación Triunfo. Madrid: Editorial Ciencia 3 Distribución.Google Scholar
- Cerezo, J. M. (2010). Smartphone. Toda la información al alcance de tu mano. Telos, 83, 97–99.Google Scholar
- Diego, P. (2010). La ficción en la pequeña pantalla. Cincuenta años de series en España. Pamplona: Eunsa.Google Scholar
- Diego, P., & Herrero, M. (2010). Desarrollo de series online producidas por el usuario final: el caso del videoblog de ficción. Palabra Clave, 13(2), 325–336.Google Scholar
- Doyle, G. (2010). From television to multi-platform: Less from more or more for less? Convergence, 16(4), 431–449. ISSN 1354-8565.CrossRefGoogle Scholar
- El Mundo. [online] (2011, February 11). Los piratas de Pilar Rubio abordan la red. Available at: http://www.elmundo.es/elmundo/2011/05/10/television/1305021405.html
- Englert, M., & Bürger, B. (2003). KirchMedia – Synergies by maintaining cross-media balance. In A. Vizjak & M. J. Ringlstetter (Eds.), Media management: Leveraging content for profitable growth. Berlin: Springer.Google Scholar
- European Audiovisual Observatory. (2010). Yearbook 2010. Film, television, video and multimedia in Europe. Strasburg: Council of Europe.Google Scholar
- Forrester, C. (2000). The business of digital television. Boston: Focal.Google Scholar
- Francés, M., Gavaldá, J., Llorca, G., & Peris, A. (2010). La calidad de los contenidos audiovisuals en la multidifusión digital. Barcelona: Editorial UOC.Google Scholar
- Gaten, T. (2010, August). Better conditions for mobile video. Screen Digest, p. 227. ISSN 1475-017.Google Scholar
- GECA. (2004). El anuario de la televisión 2004. Madrid: GECA.Google Scholar
- Gershon, R. A. (2009). Telecommunications and business strategy. New York: Routledge.Google Scholar
- Griffiths, A. (2003). Digital television strategies: Business challenges and opportunities. Hampshire: Palgrave Macmillan.Google Scholar
- Guerrero, E. (2008). En busca del elixir de la alquimia televisiva: el contenido transversal y las alianzas estratégicas como claves del negocio. La televisión en España. Informe 2008 (UTECA) (pp. 295–309). Barcelona: Ediciones Deusto.Google Scholar
- Guerrero, E. (2011a). El ecosistema de los grupos televisivos españoles: los formatos de entretenimiento. Comunicación y Hombre, 7, 85–103.Google Scholar
- Guerrero, E. (2011b). Aplicaciones móviles para la televisión multiplataforma. La televisión en España. Informe 2011 (UTECA) (pp. 237–254). Madrid: CIEC.Google Scholar
- Gunter, B. (2010). Television versus the Internet: Will TV prosper or perish as the world movies online? Oxford: Chandos.CrossRefGoogle Scholar
- Halliday, J. [online] (2011, May). YouTube to expand movie-rental service. The Guardian. Available at: http://www.guardian.co.uk/technology/2011/may/10/youtube-movie-rental-itunes
- Hoskins, C., McFadyen, S., & Finn, A. (1997). Global television and film: An introduction to the economics of the business. Oxford: Oxford University Press.Google Scholar
- Hoskins, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying economics to new and traditional media. Thousand Oaks: Sage.Google Scholar
- Instituto Nacional de Estadísitca. (2010). Encuesta sobre equipamiento y uso de tecnologías de la información y comunicación en los hogares 2010. Google Scholar
- Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York: New York University Press.Google Scholar
- Kent, J. (2010, December). Free content drives mobile apps. Screen Digest, pp. 369–372.Google Scholar
- Leonhard, G. (2010, August). The future of content in a connected economy. Ideas Magazine, pp. 5–8.Google Scholar
- Létang, V. (2010, July). TV viewing still growing globally. Screen Digest, p. 195.Google Scholar
- Medina, M. & Ojer, T. (2011). La transformación de las televisiones públicas en servicio digitales en la BBC y RTVE. Comunicar, 36, 87–94Google Scholar
- Negroponte, N. (1995). Being digital. New York: Knopf.Google Scholar
- Nielsen. [online] (2010, March 16). Facebook, Google and Yahoo! are top sites while watching big TV events. Available at: http://blog.nielsen.com/nielsenwire/online_mobile/facebook-google-and-yahoo-are-top-sites-while-watching-big-tv-events/
- Nielsen. [online] (2011, May 19). In the U.S., Tablets are TV Buddies while eReaders Make Great. Available at: http://blog.nielsen.com/nielsenwire/?p=27702
- ONTSI. [online] (2011). Informe anual de los contenidos digitales en España. Madrid: red.es. Available at: http://www.red.es/media/registrados/2011-11/1322643299698.pdf?aceptacion=90137b79eeab82bead3056cf098f3558
- Palmer, S. (2006). Television disrupted: The transition from network to networked TV. Amsterdam: Focal.Google Scholar
- Pardo, A. (2009). Hollywood at the digital crossroad: New challenges, new opportunities. In A. Albarran, P. Faustino, & R. Santos (Eds.), The media as a driver of the information society: Economics, management, policies and technologies (pp. 67–97). Lisbon: MediaXXI/Formalpress and Universidade Católica Editora, Unipessoal Lda.Google Scholar
- Pavlik, J. V. (1996). New media technology: Cultural and commercial perspectives. Boston: Allyn & Bacon.Google Scholar
- Pavlik, J. V., & McIntosh, S. (2011). Converging media: A new introduction to mass communication. New York: Oxford University Press.Google Scholar
- Saló, G. (2003). ¿Qué es eso del formato? Cómo nace y se desarrolla un programa de televisión. Barcelona: Gedisa.Google Scholar
- Sánchez-Tabernero, A. (2008). Los contenidos de los medios de comunicación. Calidad, rentabilidad y competencia. Barcelona: Ediciones Deusto.Google Scholar
- Tapscott, D. (2009). Grown up digital: How the net generation is changing your world. New York: MacGraw-Hill.Google Scholar
- The Cocktail Analysis. (2010, June). Televidente 2.0.Google Scholar
- Tsekleves, E., Whitham, R., Kondo, K., & Hill, A. (2011). Investigating media use and the television user experience in the home. Entertainment Computing, 2(3), 151–161.CrossRefGoogle Scholar
- Ulin, J. C. (2009). The business of media distribution: Monetizing film, TV and video content in an online world. Burlington: Focal.Google Scholar
- Vizjak, A., & Ringlstetter, M. J. (2003). Media management: Leveraging content for profitable growth. Berlin: Springer.Google Scholar
- Vogel, H. (2011). Entertainment industry economics: A guide for financial analysis (8th ed.). New York: Cambridge University Press.Google Scholar
- Vukanovic, Z. (2009). Television and digital media in the 21st century: New business, economic and technological paradigm. Novi Sad: Media Art Service International.Google Scholar
- Williams, R. (1974). Television: Technology and cultural form. London: Fontana-Collins.CrossRefGoogle Scholar
- Ytreberg, E. (2009). Extended liveness and eventfulness in multiplatform reality formats. New Media Society, 11(4), 467–485.CrossRefGoogle Scholar
Other Resources
- Interview with Jesús Moreno, Deputy Director of Antena 3 Multimedia, 11/02/2011.Google Scholar
- Interview with Sandra Vicente, Supervisor of Telecinco.es, 11/02/2011.Google Scholar
- Questionnaire completed by the multimedia managers at TVE, Antena 3, Telecinco, Cuatro and La Sexta in November 2010.Google Scholar