Broadcasting Rights Management in the Spanish Audiovisual Industry: A Profile of the Documentalist as a Strategic Role in a Mutating and Hyper-Productive Ecosystem

Abstract

The audiovisual sector is currently experiencing a period of significant growth and profound transformation, with clear indications of pivotal changes in both business models and production methodologies. Within a context marked by overproduction and a proliferation of content providers, a thorough analysis of professional roles and their integration into established workflows becomes paramount. From a business management perspective, the primary objective of this research was to understand the intricate role of the content manager or documentalist. This involved examining their responsibilities as custodians and primary sources of content, and, crucially, as specialists in the administration and oversight of broadcasting rights. Adopting a qualitative approach, a survey (n=30) was administered to active professionals. This methodology allowed for a comprehensive mapping of this professional profile, specifically assessing their key competencies, attributed responsibilities, the extent of artificial intelligence (AI) implementation in their daily tasks, and their level of recognition, both self-assessed and externally perceived. The findings unequivocally demonstrate that this constitutes a pivotal technical profile within the audiovisual sector's workflow, underpinned by robust academic training and a strong service orientation, rendering them indispensable in the production phase. Nevertheless, their value is not yet adequately recognised in professional terms – particularly regarding remuneration – nor in societal terms, perhaps due to a general lack of awareness concerning their multifaceted functions. The study's conclusions strongly advocate for a strategic re-evaluation of human resource management within audiovisual sector companies. This is deemed essential to mitigate talent drain and to cultivate equitable working environments that will, in turn, reinforce workplace dynamics.