No TV or live streaming, but a lot of YouTube: an analysis of the current situation of university TV in Spain

Abstract

Based on the latest studies published on university television in Spain, this study aims to analyse the current situation of the communication model and its possible relevance for young and more digital audiences. In this way, the article aims to fill a research gap and provide a necessary framework for the debate on university reputation. Through a content analysis, the universities belonging to the Conference of Rectors of Spanish Universities (CRUE) have been studied. The results obtained have been contrasted or complemented with interviews with experts to determine the possible relevance and importance of university television today, as well as the challenges related to the digital habits of emerging audiences. The results indicate that 50% of the sample does not make efficient use of social media platforms and networks to increase their reach or strengthen their branding. The traditional television model does not survive in Spanish universities, and most of the institutions that intend to use this model do so through online multimedia repositories, with no apparent clear objectives.  University television is essential to achieve the transfer of knowledge, if it is currently committed to digital models and the reinforcement of communication through platforms and social networks, more dynamic formats and streaming broadcasts adapted to the digital use and consumption habits of the youngest audiences.