Eufòria: Digital and transmedia strategy for the success and evolution of the talent show genre

Abstract

This article presents research on the implementation of a digital and transmedia strategy in a new television talent show model within a context of extreme audience fragmentation. The talent show program Eufòria of Televisió de Catalunya (Corporació Catalana de Mitjans Audiovisuals – the Catalan Media Corporation, CCMA) and Veranda TV has become a phenomenon that has managed to transcend the limits of the television screen. This study analyzes the keys to the planning and execution of the program’s transmedia strategy as a successful model for improvement of the capillarity of television products to other channels. Based on qualitative analysis and semi-structured interviews with the foremost professionals involved in the creation of Eufòria, here we describe the program and its transmedia dimension. The results show how the deep commitment of the people in charge of this show to the transmedia exploitation of its content was key in the dissemination and promotion of the program and its participants, jury and presenters. Likewise, it is concluded that the success of the transmedia strategy was also largely due to the fact that Eufòria worked well as a television product.