Estrategias para abordar la información audiovisual sobre el patrimonio inmaterial de los territorios desde una perspectiva interactiva: el papel de las redes sociales

Abstract

The introduction of digital terrestrial television in Spain, far from being an enrichment of the variety and quality of television content, on the contrary has brought an impoverishment of the offer. The television networks have adopted strategies of low-cost production in response to declining advertising revenue. The television advertising revenue has been severely limited due to the fragmentation of audiences in a scenario of excess of offer. This has forced broadcasters to develop strategies to differentiate their offerings from competitors. One way to achieve this is the specialization of the content. The current stage of revival of cultural heritage and tourism potential exploitation linked to traditional festivals which have been experienced since the late twentieth century to the present, offers broadcasters a material of great value to get that specialized in television messages. These contents related to the history and culture are an opportunity to tell stories that bring the viewer newness, freshness, proximity and participat ion. Participation and integration of a community that occurs in any traditional event, binds to the opportunity offered by social networks, so that the protagonists of the party have the chance to participate in the development of the proposed issues, ideas and suggestions that make designing the program interactive and open to the audience. The program Cor de Festa in Television Valenciana with over 400 broadcasts and almost six years on the air is a good example of above explained.