Towards greater audience engagement: transmedia experiences for youngsters
Abstract
Transmedia formats have become an indispensable tool to optimize the multiplatform offer of television companies. They allow them to connect with the demands of the audience, especially children and young people. For these corporations, the development of these formats allows progress in their digitalization and in the creation of convergent content. In this context, the study analyzes a success story, the Go!azen program of the Basque public television EiTB, created in Basque-language and addressed to teenagers. The results allow us to understand the technological and professional opportunities and difficulties that EiTB faces in the use of these formats. In addition, the final conclusions reflect on the practicality and effectiveness of transmedia formats to attract the most detached audiences to traditional media (that is, young digital natives), in addition to being especially useful to engage audiences with the cultural and social values that represents the public service media.
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