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Distributing Audiovisual Contents in the New Digital Scenario: Multiplatform Strategies of the Main Spanish TV Networks

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Handbook of Social Media Management

Part of the book series: Media Business and Innovation ((MEDIA))

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.

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Notes

  1. 1.

    Until very recently, there were four private commercial TV networks in Spain (Antena 3, Telecinco, Cuatro and La Sexta). In 2010, the Mediaset Group (owner of Telecinco) bought Cuatro. In 2012, the merger between Antena 3 and La Sexta was completed.

  2. 2.

    During the rest of the year 2012, more changes transformed the multiplatform scene, but they are not included in this chapter because occurred after the time of closing these lines.

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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).

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Authors and Affiliations

  1. University of Navarra, Pamplona, Navarra, Spain

    Enrique Guerrero, Patricia Diego & Alejandro Pardo

Authors
  1. Enrique Guerrero
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  2. Patricia Diego
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  3. Alejandro Pardo
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Corresponding author

Correspondence to Enrique Guerrero .

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Editors and Affiliations

  1. Institute for Media Business, Media Business Transfer Center, Berlin, Germany

    Mike Friedrichsen

  2. Humboldt Media Business School, Berlin, Germany

    Wolfgang Mühl-Benninghaus

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Guerrero, E., Diego, P., Pardo, A. (2013). Distributing Audiovisual Contents in the New Digital Scenario: Multiplatform Strategies of the Main Spanish TV Networks. In: Friedrichsen, M., Mühl-Benninghaus, W. (eds) Handbook of Social Media Management. Media Business and Innovation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28897-5_20

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