Reconectar con la audiencia joven. Narrativa transmedia para la transformación de la televisión de servicio público en España, Francia, Alemania y Reino Unido

Ana Azurmendi

doi:10.4185/RLCS-2018-1289

Authors

Ana Azurmendi Navarra University http://orcid.org/0000-0001-6679-8826

DOI:

https://doi.org/10.4185/RLCS-2018-1289

Keywords:

European Public TV channels, young audiences, transmedia storytelling, informative products, entertainment products

Abstract

European public service television corporations are making a big effort to reconnect with young audiences. The dramatic loss of young viewers (Ofcom, 2016) has forced TV operators to adapt to their strategies to the current convergent cultural environment. Methods: The first stage of the study involves a review of the literature on young audiences, transmedia storytelling and the public mission of European public service broadcasting in the digital age. Then, based on the contributions of literature and European regulation, the second stage involves the analysis of the most successful informative and entertainment transmedia products of European television channels, such as webdocs of “Lab.rtve.es”; “Guernika. Pintura de Guerra” (2007), “A History of Scotland” (2008), “El ministerio del Tiempo” (2015-2016), “Fais pas ci, fais pas ça”, “Sherlock” (2010-2017), “Doctor Who” (2005-2017), “EastEnders” (1985), “Goazen!” (2016) and “Alpha 0.7 - Der Feind in dir” (2010). Results and conclusions: The transmedia initiatives of European Public Service Broadcasters are few but represent a significant effort to integrate new narratives to the audiovisual public service and reconnect with young audiences.

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Author Biography

Ana Azurmendi, Navarra University

Professor of Communication law at the School of Communication of the University of Navarra since 1991. Director of the Center for Internet Studies and Digital Life at the University of Navarra. Director of the journal Communication & Society (1997-2013). Professor of the Postgraduate programme in data protection (AECPD Spanish Association of Data Protection Consultants, 2018).

Author of 35 journal articles, 30 book chapters, and 9 books, including Derecho de la Comunicación. Guía jurídica para profesionales de los medios (Eunsa, Pamplona 2016); Derecho de la Comunicación (ed. Bosch, Barcelona 2011); La reforma de la televisión pública española (Tirant lo Blanch, Valencia 2007); El derecho a la propia imagen (1st edition Madrid 1997 and 2 edition Mexico City, 1998); El Consejo Audiovisual de Navarra. Sus funciones y competencias en el contexto europeo de regulación del sector audiovisual (Consejo Audiovisual de Navarra, Pamplona 2009).

Associate Professor of Communication law in the programme “Comparative Media Law”, of the University of Oxford (July 2006) and the University of Paris II, (February 2003). Professor in the doctoral programme in Public Freedoms and Fundamental Rights of the University of Salamanca-Pan American University 2007-2008 in Mexico City. Professor in the doctoral programme in Information Law of UNAM- Universidad de Occidente-Universidad Iberoamericana (2000-2003). Professor of Intellectual property right in the MA programme in Digital Creation and Communication of the University of la Coruña (1998-2009).

Leader of the R&D project of the Ministry of Innovation and Competitiveness titled “Transformation of regional television, 2013-2016 (extension, June 2018). Participated in other 8 funded research projects on public service television, intellectual property in the digital environment and personality rights in conflict with freedom of expression.

In 2001 she was appointed evaluator of the Technical Committee of the National Plan for Quality Assessment and participated in the evaluation of quality processes of the Schools of communication of the Carlos III University (2006), University of Málaga (2006), Camilo José Cela University (2006), University of the Basque Country (2005), Pontifical University of Salamanca (2003) and San Pablo-CEU in Madrid (2001).

Member of the International Media Lawyers Association (IMLA)

Coordinator of the Communication structure and policies section of the AE-IC

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