A methodological approach to the challenges of the CCMA (Catalan Public Service Media Corporation) to adapt to the digital and social environment. Proposal of indicators to measure consumption, professional processes and digital management

Abstract

The adaptation of public service broadcasters to digital environments (web, social networks and mobile apps) is a priority to maintain an attractive communication offer to an increasingly fragmented audience. In response to this challenge, our article presents a methodological proposal developed as part of a major project between UPF and the CCMA or Corporació Catalana de Mitjans Audiovisuals (Catalan Public Service Media Corporation). The general goal is to diagnose the digital development of the Corporation through the analysis of its services and the activities of its professionals. The project has the aim to find the most suitable tools and processes for the CCMA and other public service bodies corporations to take the best advantage of the social TV and radio model (STVRM). Our proposal includes a pilot test of the methodology, a description of the tools involved, and the main indicators applied to the studied areas: linear, digital and social consumption, professional routines, prospective analysis and crossmedia analysis.

KEYWORDS: public service media, CCMA, audience measurement, professional routines, social networks, crossmedia.