Television programming strategies. Analysis of the impact of media referents on audience loyalty

DOI: https://doi.org/10.5209/hics.96690
Keywords: generalist television, programming, audiences, strategies, media referents

Abstract

This research analyses the programming strategies of Spanish generalist television channels between 2014 and 2024 linked to the incorporation of presenters from other channels and the internal movement of professionals in their schedules to attract or retain audiences. The television medium is today an oligopoly that has lost prominence with the emergence of video-on-demand platforms, which are more attractive to young people, and has led to an increase in audience fragmentation. The results of the study show the lack of proactivity of generalist television channels in capturing new targets, while their strategies focus on building audience loyalty through consolidated formats or attracting followers from the competition by signing up veteran media references.

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Author Biographies

Miguel-Ángel Díaz Monsalvo, Universidad Europea Miguel de Cervantes

Doctor in Journalism from UVa. Researcher on media, university radio, academic and professional skills, as well as the development and implementation of strategies in higher education based on new narratives.

Nereida López Vidales, Universidad de Valladolid

Professor of Journalism at UVa, Coordinator of the ELL-Com Doctoral Program, IP of the GIR in Digital Culture, Innovation, Creativity and Social Participation in Communication and president of the OCENDI Observatory.

Leire Gómez Rubio, Universidad de Valladolid

Full Professor of Journalism at UVa. Doctor in Journalism from the UPV/EHU. His main lines of research revolve around new audiovisual formats, information on television and consumer trends in audiovisual media.

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Published
2025-06-25
How to Cite
Díaz Monsalvo M.-Á., López Vidales N. y Gómez Rubio L. (2025). Television programming strategies. Analysis of the impact of media referents on audience loyalty. Historia y Comunicación Social, 30(1), 221-231. https://doi.org/10.5209/hics.96690
Issue
Vol. 30 No. 1 (2025): Fotoperiodismo y transiciones políticas a finales del siglo XX: entre la Historia y la Memoria
Section
Articles

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