The competitiveness of the Spanish audiovisual ecosystem
This book analyzes the competitiveness of the audiovisual ecosystem by examining all its operators (all types of audiovisual content distributors), the sector's revenues (subsidies, advertising, and subscriptions), exports, and employment. It also relies on an international perception survey of Spanish audiovisuals directed at descriptors (film and television critics, festival juries, academics, etc.), on knowledge transfer, and on the key success factors (KSFs) of the leading company in the SVOD business. Competition is increasingly intense for both audience and attention [public and private DTT channels, regional and national, video-on-demand (VOD) platforms, video-sharing platforms, etc.]. The viewer/audience is increasingly fragmented and is becoming more nomadic and omnivorous. Traditional business models have changed, and the value chain has been disrupted. Market trends (increased demand for services, greater diversity to meet consumer preferences, rising intellectual property costs, greater regulatory pressure, etc.) and technology trends [data capture, big data, Artificial Intelligence (AI), robotics, connected devices (IoT), cloud computing, and decentralized and generalized data analysis, advances in manufacturing such as 3D printing, etc.] make it challenging to analyze the future of technological innovation within the ecosystem.
BIOGRAPHY
José María Álvarez-Monzoncillo is Professor of Audiovisual Communication at the Universidad Rey Juan Carlos in Madrid. His research and teaching includes topics on international media strategies, media business models, media and cultural policy, media industries and cultural industries. Author of ten books: El futuro del audiovisual en España (1992), La industria cinematográfica en España (1993), Imágenes de pago (1997), Presente y futuro de la televisión digital (1999), and El futuro del ocio en el hogar (2004), Alternativas de política cultural (2007), La televisión etiquetada: nuevas audiencias, nuevos negocios (2011), Watching the Internet: The Future of Television (2011), Millennials, la generación emprendedora (2017) and The Dynamics of Influencer Marketing: A Multidisciplinary Approach (2022). Co-author of forty-two books, more than forty articles in scientific journals and around one hundred and fifty papers and conferences on topics related to media economics, cultural industries and technological innovation.
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*The RLCS Reading Corner was created as part of a transfer activity of the CONCILIUM group (931.791) of the Complutense University of Madrid, “Validation of models of communication, neurocommunication, business, social networks and gender”.
