Publication: Análisis de las páginas web de los canales generalistas de TV en España: desarrollo estratégico de marketing
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2017-04-18
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Universidad Complutense de Madrid
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Abstract
La aparición de Internet y la implantación, primero, y propagación, después, de las nuevas tecnologías han propiciado drásticas transformaciones en los hábitos y en las formas de proceder de las sociedades de todo el planeta. Este fenómeno no ha sido tampoco ajeno a los medios de comunicación tradicionales. Hasta el punto de poder asegurar que el ciberespacio ha logrado modificar sustancialmente sus fórmulas clásicas de consumo, que se han ido reconvirtiendo de manera significativa en los últimos años. La creación de un nuevo paradigma comunicativo, digital, ha obligado a los agentes implicados en este proceso de reconversión industrial a tomar posiciones en el nuevo escenario. En este contexto, en esta tesis doctoral se analizan cuáles son las principales implicaciones y consecuencias que tiene el creciente uso de Internet en el ámbito del consumo audiovisual y, más concretamente, en la esfera televisiva, tanto desde de la perspectiva de la oferta como de la demanda. El objetivo principal de este trabajo académico se articula alrededor del análisis estratégico de la oferta audiovisual on line del universo objeto del mismo, que está conformado por los principales canales de televisión generalista en España. De manera secundaria también abarca la evaluación del comportamiento de la demanda en este panorama mediático, ya que ambos parámetros económicos permanecen conectados y se retroalimentan en los nuevos desafíos de la comunicación audiovisual digital. Las plataformas on line de los distintos canales se presentan como una incipiente y poderosa herramienta de comunicación para fidelizar el enlace comunicativo entre la cadena televisiva y sus espectadores. Aunque conviene atestiguar, tal y como quedará reflejado a lo largo de este trabajo académico, que estos websites se han ido transformando desde su creación hasta nuestros días, hasta erigirse en instrumentos mediáticos con vida propia. Una premisa que induce a la obligación de profundizar en las estrategias perseguidas por los grupos mediáticos que las sustentan y que proporcionan al consumidor, -es decir, al internauta, en última instancia-, otras formas de relación y de consumo con sus marcas audiovisuales...
The emergence of Internet and the implementation and spread of new technologies have led to drastic changes in the habits and ways of proceeding of societies across the globe. This phenomenon has affected to traditional media as well. We can affirm that the Internet has changed classic behaviors of T.V. consumption, which have been reconverted significantly to new ones in recent years. The creation of a new digital communication model, has forced all media stakeholders to take on this new scenario. In this context, this PhD dissertation discusses what are the main implications and consequences of the growing use of Internet in the field of audiovisual consumption and, more specifically, in the television field. It will be analyzed from both perspectives, supply and demand. The main objective of this academic work is organized around the strategic analysis of the online audiovisual offer of the main generalist TV channels in Spain. It also includes the evaluation of the behavior of the demand of the application in this media environment, as both economic parameters remain connected and feed on the new challenges of the digital audiovisual communication. Online platforms of the different channels are presented as an emerging and powerful communication tool to foster loyalty between the broadcaster and its viewers. It will be also reflected throughout this academic work that these websites have been transformed since its establishment until today, becoming a media instrument itself apart from traditional broadcasting. This situation forces media groups to define the strategies pursued and also provides the consumer other ways to interact with media groups or channels. This PhD dissertation, therefore, is to cover all issues considered essential for the study of television strategies in the digital landscape, from a marketing perspective, and also with a business vision, with the purpose of showing the most relevant aspects of business models emerging in the new scenarios online...
The emergence of Internet and the implementation and spread of new technologies have led to drastic changes in the habits and ways of proceeding of societies across the globe. This phenomenon has affected to traditional media as well. We can affirm that the Internet has changed classic behaviors of T.V. consumption, which have been reconverted significantly to new ones in recent years. The creation of a new digital communication model, has forced all media stakeholders to take on this new scenario. In this context, this PhD dissertation discusses what are the main implications and consequences of the growing use of Internet in the field of audiovisual consumption and, more specifically, in the television field. It will be analyzed from both perspectives, supply and demand. The main objective of this academic work is organized around the strategic analysis of the online audiovisual offer of the main generalist TV channels in Spain. It also includes the evaluation of the behavior of the demand of the application in this media environment, as both economic parameters remain connected and feed on the new challenges of the digital audiovisual communication. Online platforms of the different channels are presented as an emerging and powerful communication tool to foster loyalty between the broadcaster and its viewers. It will be also reflected throughout this academic work that these websites have been transformed since its establishment until today, becoming a media instrument itself apart from traditional broadcasting. This situation forces media groups to define the strategies pursued and also provides the consumer other ways to interact with media groups or channels. This PhD dissertation, therefore, is to cover all issues considered essential for the study of television strategies in the digital landscape, from a marketing perspective, and also with a business vision, with the purpose of showing the most relevant aspects of business models emerging in the new scenarios online...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad I, leída el 12/01/2016