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The Social Media Management Chain, How Social Media Influences Traditional Media Read chapter Read first chapter

2013 | OriginalPaper | Chapter

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

Authors : Enrique Guerrero, Patricia Diego, Alejandro Pardo

Published in: Handbook of Social Media Management

Publisher: Springer Berlin Heidelberg

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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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previous chapter Digital Hollywood: How Internet and Social Media Are Changing the Movie Business
next chapter Facebook: A Business Perspective on the Power of Intelligent Networking and Social Media
Footnotes
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
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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Metadata
Title
Distributing Audiovisual Contents in the New Digital Scenario: Multiplatform Strategies of the Main Spanish TV Networks
Authors
Enrique Guerrero
Patricia Diego
Alejandro Pardo
Copyright Year
2013
Publisher
Springer Berlin Heidelberg
Book
Handbook of Social Media Management

Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-3-642-28897-5_20