Zerbitzu publikoa eta marka sustatzeko eduki estrategiak: Euskal Irrati Telebistako ikuspegi sozialeko transmedia proiektuak

Larrondo-Ureta, Ainara (1); Peña-Fernández, Simón (2); Alonso-Jurnet, Ángela (3)

Publication year:

2024

Publication place:

Donostia ; Leioa

Characteristics:

BIBLID [eISSN 1988-3935 (2024), 20; 91-110]; on line

ISSN:

1137-4462; eISSN: 1988-3935

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Summary

This article considers EITB as a case of interest to delve into the innovations of localradio and television stations in areas related to content and brand management in the field ofaudiovisual groups. Specifically, the research focuses on two transmedia projects -Maratoiaand EKIN! - recently developed by the Basque corporation Euskal Irrati Telebista (EITB). Theseprojects are representative for their social value and, more specifically, for their CorporateSocial Responsibility (CSR) value, which is decisive in the field of public media (Díaz-Campo andBerzosa, 2020). Based on the empirical study carried out, the conclusions analyse theoreticallywhy transmedia productions are effective innovative formulas for community radio and televisionstations to fulfil their public service mission in a highly competitive environment. This is animportant step forward in understanding the main assets and challenges of this type of media,for which audiences and emotional engagement are highly valuable legitimising and distinguishingelements.