Between competition and survival: new digital strategies of the Basque Public Radio and Television (EITB)

DOI: https://doi.org/10.5209/esmp.77487
Keywords: OTT platforms, digital strategies, regional televisions, young audiences, Basque Public Radio and Television

Abstract

The consolidation of the streaming platforms (OTT) has caused a strong competition between the different television operators of the broadcasting industry in Spain in an increasingly fragmented and personalized market. In addition, there has been a radical transformation of the consumption habits. As for the young audiences, four out of every ten don´t watch the regional television channels, and only 15% connect to these channels daily. Regional television channels have to compete in an already disadvantaged situation due to their continuous declining audiences since 2004. This work analyzes the digital strategies utilized by the Basque Public Radio and Television (EiTB) in order to compete with the streaming platforms and attract audiences, mainly Basque-speaking youth, with Basque-language contents. In the final conclusions we discuss the viability of the digital strategies of EiTB to avoid the flight of audiences and fulfill its public service mandate.

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Author Biography

Ana Mendieta Bartolomé, Universidad del País Vasco

Ana Mendieta Bartolomé es profesora del Departamento de Periodismo de la Universidad del País Vasco desde 2006. Su campo de investigación se centra en la prensa latina en España, y en la actualidad combina este campo con el estudio de la digitalización de los medios de servicio público en España. Participa en el proyecto de investigación I+D+i titulado “Los retos de la televisión pública en España ante el Mercado Único Digital europeo: estrategias multipantalla, innovación y renovación de los mandatos del servicio público”, financiado por el Ministerio de Ciencia, Innovación y Universidades de España. Tiene un Master en Periodismo por la Universidad de Iowa (EE.UU.) y ha trabajado como periodista en el Chicago Sun-Times y en los semanarios Éxito y La Raza, en Chicago, entre 1993 y 2004. Su trabajo periodístico ha sido galardonado por diferentes asociaciones, entre ellas Illinois Associated Press Editors Association (2001) y National Association of Hispanic Journalists (1998). Recientemente ha publicado “Transnational and Latino print media in Spain: The challenge of linking contents to both origin and destination” en Journalism.

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Published
2022-05-11
How to Cite
Mendieta Bartolomé A. (2022). Between competition and survival: new digital strategies of the Basque Public Radio and Television (EITB). Estudios sobre el Mensaje Periodístico, 28(2), 353-365. https://doi.org/10.5209/esmp.77487
Issue
Vol. 28 No. 2 (2022)
Section
Articles

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