Creació i gestió de la marca À Punt. Limitacions i reptes de la comunicació corporativa dels nous mitjans públics valencians

Beatriz Martínez-Muñoz; Maria Soler-Campillo; Javier Marzal-Felici

Authors

Beatriz Martínez-Muñoz Fundació Finnova. Oficina d’Andalusia
Maria Soler-Campillo Universitat Jaume I
Javier Marzal-Felici Universitat Jaume I

Keywords:

corporate communication, branding, RTVV, À Punt, public service media, local radio and television.

Abstract

Following the abrupt closure of RTVV (the former Valencian public radio and television corporation) in 2013, the Regional Government of Valencia set about creating the Valencian Media Corporation (Corporació Valenciana de Mitjans de Comunicació, CVMC) and its company, À Punt. Before the multimedia platform and the radio and television broadcasts were launched, between December 2017 and June 2018, it was necessary to set out a communication strategy to define the new public media’s visual identity and brand. This article gives an analysis of the main characteristics of the process of creating and managing the new brand À Punt by studying its creation process and analysing the channel’s visual identity, feedback from those who took part in this process and assessments by some experts. The limitations and challenges faced by À Punt’s corporate communication are also dealt with.

KEYWORDS: corporate communication, branding, RTVV, À Punt, public service media, local radio and television.